Developing coffee culture among indonesia’s middle-class: A case study in a coffee-producing country

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.

Keywords

• domestication
• creolization
• encapsulation
• middle class
• coffee culture