The cultural trope of the snooty French waiter has become a staple of the Parisian restaurant. But the people who actually dine in these establishments are growing tired of this stuffy attitude. Enter No More Penguins; a homegrown start-up set to put an end to sourness in the world of service.

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

An epidemic known as ‘Paris Syndrome’ is gripping a growing number of Chinese tourists every year, as romantic expectations collide with the uglier side of Paris – packed metros, dirty streets, rude waiters, and pickpockets. And it’s damaging French tourism.

French-made goods have never been more desirable, and over 95% of French people see buying French products as a ‘citizen act’. But what has led them to care quite so much about local production? And do foreign brands still have a place in French people’s hearts?