PENGARUH PROSES TRANSNASIONALISASI COFFEHOUSE COMPANY “STARBUCKS COFFEE” TERHADAP BUDAYA TRADISIONAL MINUM TEH DI CHINA

Authors

  • Rena Anisah Wahyuwanti Brawijaya University

DOI:

https://doi.org/10.21776/ub.jtg.2022.009.01.2

Abstract

Fenomena globalisasi telah mendominasi berbagai aspek kehidupan manusia saat ini, globalisasi telah membuat pola interaksi dan aktivitas manusia berubah menjadi lebih cepat, modern dan inovatif. Seperti pada aspek ekonomi saat ini, globalisasi mengakibatkan adanya proses transnasionalisme ekonomi dimana TNC dan MNC menjadi aktor kunci dalam arus ekonomi global di berbagai sektor dan komoditas.  Korporasi transnasional ini mampu menciptakan trend konsumerisme dengan gaya baru, modern dan eksklusif yang membuat semua orang tertuju dan berusaha untuk mengikutinya. Seperti yang terjadi pada trend minum kopi yang saat ini telah menjadi sebuah global coffee culture yang salah satunya dipelopori oleh Starbucks Coffehouse Company. Keberadaan Starbucks Coffehouse Company di berbagai negara di dunia, salah satunya di China diprediksikan dapat menjadi sebuah tantangan bagi eksistensi budaya lokal setempat, seperti budaya tradisional minum teh di China yang telah menjadi tradisi turun menurun. Tulisan ini akan menganalisa bagaimana pengaruh Starbucks terhadap budaya tradisional minum teh di China menggunakan konsep Globalization and Three H Scenario. Hasil analisis menunjukkan bahwa Starbucks mampu menginternalisasikan nilai-nilai modern budaya minum kopi dan merubah persepsi masyarakat China yang dulunya hanya berorientasi terhadap teh kini berubah mengkonsumsi kopi, dan perlahan-lahan Starbucks dapat menggeser budaya tradisional minum teh di China.

Author Biography

Rena Anisah Wahyuwanti, Brawijaya University

International Relations Department, Faculty of Social and Political Sciences

References

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Published

2022-08-21