If ever there was an emblem of the extremes to which globalization has reached, this is it : mass-market American coffee culture in China's most hallowed historic place.
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The Seattle-based company is betting that its style of coffee culture will appeal to urban Chinese who have readily welcomed McDonald's, Kentucky Fried Chicken and other Western chains.
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In the 2010s, coffee culture commentators distinguish large chain, mid-market coffee as " Second Wave Coffee ", and upmarket, artisanal coffee as " Third Wave Coffee ".
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Despite the slight differences in coffee culture, Starbucks thinks its sophisticated lineup of fresh-roasted beans from around the world and tongue-tying coffee drinks will go over big in Japan.
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As specialty coffee developed in the 1980s ( following earlier developments in the 1970s and even 1960s ), an indigenous artisanal coffee culture developed, with espresso instead positioned as an upmarket drink.
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America's coffee culture has been virtually hijacked by Starbucks, the voraciously ambitious Seattle company that is, seemingly, setting up on every other street corner at the expense of independent cafe owners.
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Rojas said the biggest challenge for the company will be educating customers and creating a coffee culture in a country that, despite its status as a major coffee producer, does not consume it much.
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Starbucks is undaunted, though, and has forged a partnership with Sazaby, a designer retailer and restaurant operator, to open ten or more coffee culture outlets in Japan over the next 18 months.
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"Starbucks isn't selling just coffee; it's selling a coffee culture and experience, " said Jonah Disend, president at Redscout in New York, a corporate identity consultant.
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To recapture the patriotism, nostalgia and hot-blooded fervor surrounding the sacred ritual of drinking coffee, Hispanics are creating the coffee culture wherever they land, usually in public places where socializing is a must.
