Abstract

The immense development of a worldwide coffee franchise, Starbucks, affects the local community’s coffee culture, particularly the middle class, which characterizes an alternative lifestyle for consumptive and dynamics individuals who love to seek leisure time and a new identity. More than just a process of domestication or creolization, a coffee-producing country such as Indonesia has an element of “soft countering to” Western coffee culture even though it still embraces some parts of the Western styles. This phenomenon is referred to as the cultural encapsulation process or substantial cultural resistance by drawing a line between the two coffee cultures to take merely compatible elements. More precisely, there has been a process of affirming the value and local coffee culture in the coffee business. Still, the proprietors selectively induce some parts of the West culture like new coffee processing and serving techniques. In terms of management practices, the shift in a more local environment will largely determine their standard of hospitality; it is no longer based on the comfort of the “technique”, but instead the fulfillment of the local coffee culture style.

摘要

全球咖啡连锁店星巴克的巨大发展影响了当地社区的咖啡文化，尤其是中产阶级，它是喜欢寻求休闲时间和新身份的消费型和活力型人士的另类生活方式。不仅仅是驯化或克里奥化的过程，像印度尼西亚这样的咖啡生产国虽然仍然包含西方风格的某些部分，但它具有“软对抗”西方咖啡文化的元素。这种现象被称为文化封装过程或实质性的文化阻力，通过在两种咖啡文化之间划出一条线来仅采用兼容的元素。更准确地说，咖啡行业有一个肯定价值和本土咖啡文化的过程。仍然，业主有选择地引入西方文化的某些部分，如新的咖啡加工和服务技术。在管理实践方面，更本地化环境的转变将在很大程度上决定他们的待客标准；它不再基于“技术”的舒适性，而是对当地咖啡文化风格的实现。