Ireland, as much of the world knows it, was invented in 1991. That year, the Irish Pub Company formed with a mission to populate the world with authentic Irish bars. Whether you are in Kazakhstan or the Canary Islands, you can now hear the lilt of an Irish brogue over the sound of the Pogues as you wait for your Guinness to settle. A Gaelic road sign may hang above the wooden bar and a fiddle may be lying in a corner. As you gaze around, you might think of the Irish—O, that friendly, hard-drinking, sweater-wearing people!—and smile. Your smile has been carefully calculated.
In the last 15 years, Dublin-based IPCo and its competitors have fabricated and installed more than 1,800 watering holes in more than 50 countries. Guinness threw its weight (and that of its global parent Diageo) behind the movement, and an industry was built around the reproduction of "Irishness" on every continent—and even in Ireland itself. IPCo has built 40 ersatz pubs on the Emerald Isle, opening them beside the long-standing establishments on which they were based.
IPCo's designers claim to have "developed ways of re-creating Irish pubs which would be successful, culturally and commercially, anywhere in the world." To wit, they offer five basic styles: The "Country Cottage," with its timber beams and stone floors, is supposed to resemble a rural house that gradually became a commercial establishment. The "Gaelic" design features rough-hewn doors and murals based on Irish folklore. You might, instead, choose the "Traditional Pub Shop," which includes a fake store (like an apothecary), or the "Brewery" style, which includes empty casks and other brewery detritus, or "Victorian Dublin," an upscale stained-glass joint. IPCo will assemble your chosen pub in Ireland. Then they'll bring the whole thing to your space and set it up. All you have to do is some basic prep, and voilà! Ireland arrives in Dubai. (IPCo has built several pubs and a mock village there.)
The strange true-life story of how Ireland packaged and exported a version of its culture all over the world, and how it boomeranged back to Ireland in the form of added tourism revenue. As with technology apps these days, it's all about marketing and distribution.