The emergence of globalizing companies in China such as Starbucks have different effects on the Chinese society. The changing consumption pattern of the post-Mao generation, especially the middle...Show moreThe emergence of globalizing companies in China such as Starbucks have different effects on the Chinese society. The changing consumption pattern of the post-Mao generation, especially the middle class, is the reason to research Starbucks’ presence in China. The company’s influence will be examined through the lens of three concepts: Starbucks’ as a foreign company, its influence on the Chinese state, and the emergence of individualization in a post-Mao China. I argue that it is necessary to look at the ‘bigger picture’ instead of focussing on only one of the previously mentioned factors. It seems that Starbucks thanks its popularity in China by offering glocalized products and therewith respecting the country’s cultural heritage in the form of traditional cuisine and drinks. The company maintains its relationship with state authorities by launching new projects with involvement of the Chinese government. The fact that Starbucks has so many products stimulates the sense of individuality among its clientele. A multinational foreign company does not only impact the consumption pattern of a population, but it also has implications for a society’s behaviour in general.Show less
