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Introduction

Cafés appears on almost every corner in Seoul, the capital of South Korea. A large variety of cafés are running business in Korea, including international brands, local brands, celebrities-operated cafés, and theme cafés. The drastic growth of coffee market in this decade has boosted café business in a large scale. When there were estimate 800 cafés in Seoul in 2004, the number of cafés in 2011 reached 12,000 cafés, in which over 2,000 cafés were brand name franchises (Kang, Tang, and Lee 809). Starbucks, as one of the largest international chains in Korea, earned 171 billion won in 2008 (Lee and Yeu 92). It is believed that the number of cafés in Korea nearly reaches a saturation point.

 

Arguing that café culture implies more than just drinking coffee, this paper aims at addressing two main questions – why Korean likes patronizing cafés and what are characteristics of consumption traits and pattern in cafés. This paper starts with some background information about history and current trend of coffee drinking and also categorizing diversity of cafés appearing in Korea. It then discusses the reasons of the formation of café culture. Lastly, it explores the characteristics of consumption patterns and experience of Korean and Hong Kong café consumers. 

 

Café presents as an area supporting and fulfilling distinctive consuming experience and needs for Korean customers. The provision of social space in cafés makes them a popular place to relax, socialize and have cultural activities instead of going to traditional Korean restaurants or fast food chains. In addition, due to the influences in different aspects, more and more people tend to patronize cafés.

Firstly, economic reform under the Kim Young-sam government and removal of the special excise taxes facilitated the expansion of international café franchise (Song 20). Secondly, globalization brought the investment of international franchise café brands in Korea, namely Starbucks (Collins 152). Instead of refusing the inflow of foreign culture, Korean accepted to integrate coffee drinking culture with its own culture. Thirdly, the operation of Starbucks café stores in Korea has great influences on Korean café culture. Fourthly, collectivistic ideology emphasizes the interdependence among in-groups, including family, nation and tribe (Triandis, 909). It creates a great demand of public place and enables the increase of cafés serving for social gathering or other group activities (Yoon and Choi 303; Kang, Tang, and Lee 810). Finally, exposure of café images in mass media, like Korean dramas and variety shows, increases the brand awareness and construct café brands’ image (Dzogbenuku et al. 66).

 

To address the second question on the characteristics of consumption patterns and experience in cafés, this paper investigates Korean and Hong Kong café consumers’ attitudes towards cafés, factors determining a choice of café, pursuit of café brands and activities involved in cafés based on 35 survey samples conducted in Hong Kong. 

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