Individualism for the masses? Coffee consumption and the Chinese middle class' search for authenticity

Abstract

Through the lens of consumption at Chinese Starbucks, this paper examines the lifestyle and attitudes of parts of the mainland Chinese urban middle class, especially of the so-called xiaozi. Based on interviews with and guestbook entries by customers I analyze how the foreign brand and the multitude of meanings associated with it are consumed. I argue that consumption may be viewed as a particular search for authenticity that enables consumers to construct their self-images in the context of the vast changes occurring in contemporary China. A foreign brand promises to be especially valuable as it promises the authenticity of an ‘other’ on which one's own desires may be projected.