Starbucks is forbidden in the Forbidden City: Blog, circuit of culture and informal public relations campaign in China

Abstract

This study offers an in-depth analysis on the closedown of a Starbucks café inside the Forbidden City, one of the most recognized historic sites in Beijing, China, under the pressure of a Web-based activist campaign. Adopting the circuit of culture model, this study illustrates the intricate role of culture in international public relations within an Internet-based media context, as well as the tension surrounding the conflicting identities between Starbucks’ global presence and the local sensitivity attached to the cultural heritage—the Forbidden City. This study also highlights the role of new media (e.g., blogs) in China and its impact on international public relations practice.