Glocalization: The infiltration of Coffee

Coffee was introduced to korea about 100 years ago, but its consumption has grown significantly enough to make South Korea the 13th largest coffee drinking country in the world. 

Coffee originated from the United states, with Starbucks heading the charge.Many other Cafes sprung up all over Korea. We can see many cafes in one building. Even in Ansan, just outside our school there are many cafes along the same stretch of road. 

 A paper named “From Strange Bitter Concoction to Romantic Necessity: The Social History of Coffee Drinking in South Korea" by Bak Sangmee  showed that coffee culture originated from the west, namely America and elaborated on the difference in Koreans consumption of coffee and American consumption of coffee. 

Link: http://metropolitician.blogs.com/scribblings_of_the_metrop/2(Bak%20Sangmee).pdf

From this article, i could see how the major coffee brand Starbucks managed to break into the Korea market but adopting glocalization techniques to market and present their products. 

Coffee represents modernity and middle class

To koreans, the meaning of coffee is the main reason why they drink it. Coffee represents modernity and middle class to Koreans. 

As shown in the research by Bak, many Korean Starbucks Customers admitted that they were not able to differentiate Starbucks coffee and coffee sold at smaller vendors. 

Hence, instead of the taste,aroma and flavour of the coffee which american pursue, korean generally drinks coffee for it meaning and would visit the cafe based on it exterior decorations and the atmosphere it creates. 

Cafe functions as a space for gathering or to work instead of a Third Place to socialise.

Third place refers to a place where people socialise with each other(strangers) and where some functions that home and workplace do not perform. As illustrated by Bak, Customers in America visit starbucks alone and would strike a conversation while they are in line with others. It is easy for them to talk to strangers and establish new social relationships while enjoying their coffee. 

I believe that this is attributed to the natural of American culture, where they are open to talk to strangers and socialise. 

On the other hand, Koreans do not really have the culture of initiating conversations with strangers and are generally more reserved. And the main purpose of visiting the cafe is to socialise with their friends, to work and to study.

Hence, many coffee places adapt to Korean culture and make their product and services more tailored to suit local demand, which i will elaborate in the later paragraphs.

Glocalization of Cafes
To suit Korean demand, i noticed that there are more seats(tables and chairs) in Korean Cafes and most Korean Cafes make an effort with the decorations that create the atmosphere which would attract Korean customers. 

Themed Cafes that provides and interesting experiences such as dog,cat,sheep cafes, knitting cafes or the Hello Kitty Cafe or a Cafe where customers could make their own jewellery is popular in Korea as it is interesting and provides their customers with more entertaining events as opposed to the normal cafe setting. 

In addition, many Korean cafes would often have more seats(tables and chairs) instead of sofa which is more common in America. This is to facilitate the customers who come in groups (Korea) either to have a chat or to discuss work.

Globalisation spread the love of coffee into korea and Glocalisation helped to adapt these cafes to suit local taste buds making the cafe culture in Korea a unique place to visit even for foreigners.