Not a simple coffee shop: local, global and glocal dimensions of the consumption of Starbucks in China

Abstract

This article examines the ways in which Chinese consumers engage with foreign brands, looking specifically at their perceptions and experiences of Starbucks. Rather than assuming an inherent conflict between global and local meanings, or collectivist and individualist values, we examine the accomplished meaning of foreign brands: how Chinese consumers make sense of Starbucks, and what their engagements with the brand can tell us about the interplay between the local, global and glocal in the consumption of Western goods. Based on interviews with urban, middle-class consumers, the article explores four major themes in respondents' narratives about Starbucks. First, we discuss the strategies and cues respondents use to understand and authenticate Starbucks as a foreign brand; second, we focus on the local socio-cultural context for engagements with the brand as a symbol of status; third, we discuss the respondents' associations of Starbucks' global status with quality and trustworthiness; and, finally, we consider how respondents use Starbucks as a glocal bridge, to experience a Western way of life. We suggest that these findings highlight the role of foreign brands – and consumer goods more generally – in the problems of individual and collective identity formation.