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The upgrading of consumer taste, how to break the taste myth of Starbucks

Published: 2026-06-23 Author: World Gafei

Last Updated: 2026/06/23, Professional baristas Please follow the Coffee Workshop (Wechat official account cafe_style) is facing an economic downturn. Starbucks, which has always been regarded as a coffee shop with a high taste of life, will close about 600 chain stores in the United States and six stores in Taiwan. This will have a great impact on some upper-middle class ethnic groups, but on the other hand, it will affect Taiwan.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

In the face of the economic downturn, Starbucks, which has always been regarded as a coffee shop with a high taste of life, will close about 600 chain stores in the United States and six stores in Taiwan. This may have a great impact on some upper-middle-class ethnic groups, but on another level, it can be said to be an advantage under a high degree of competition for other coffee operators in Taiwan.

Under the influence of globalization, the claws of American economic hegemony invaded and monopolized countries all over the world. under the capital society, globalization is conducive to the development and creation of the overall economy, but the accompanying disadvantages should not be ignored. Globalization also symbolizes the economic form of eating big and eating small, forming a social competition in which capitalism "hurts people with money" and chanting the slogan of "freedom and equality". Although it has the advantage of free competition, it is not equal. Starbucks shapes its image with noble taste of life to blur people's sense of consumption. Appealing to Starbucks coffee is tantamount to people with noble taste of life or even status, or people who know how to enjoy life. However, after removing this coat of hypocrisy, it is difficult to find its advantages. on the contrary, what we see is the exploitation of the people of the third World by the United States, buying coffee beans from them at oppressive and low prices, and then packaging them in a false consumer image. All we're selling is vanity. This exploits thousands of lower-class workers.

However, in the face of the social phenomenon that the economy is gradually declining in recent years, people begin to feel difficult about the high price of Starbucks, which is replaced by low-priced coffee shops, such as gold mine, 85C or city coffee, etc., instead of being dominated by Starbucks, in order to form an economic dialectics to understand that these cheap coffee is not lost to the so-called "high-end coffee". This also somewhat eliminates the one-dimensional invasion of global hegemonic monopoly, and makes people more deeply understand and wake up to the relationship between "real demand" and "false demand" in consumption. in general, cheap coffee brings people real demand. The high-quality taste image added by Starbucks is false demand.

From this social phenomenon, we can re-examine many unreasonable false needs in life. Many goods convey distorted ideology through advertising packaging, creating a certain consumption illusion, making the public believe that the interests of capitalists or businessmen are their own interests. the most obvious are many advertisements for shampoos, makeup and maintenance products or slimming beauty classes. create the motivation of people's consumption under a variety of names, such as hair dye, and then call for maintenance when the hair quality is damaged. Among them, there are many different directions of demand to promote to the public, layer upon layer of unnecessary consumption. Although the choice of goods has become diversified, in the final analysis, it is only to increase unnecessary consumption. The laborious ordinary citizen spares no effort to save money and calculate, but in the end, it enriches the pockets of the capitalists.

Therefore, through the closure of Starbucks chain stores, it breaks the noble taste myth, understands that cheap coffee can also bring the same enjoyment, and hopes to enable people to have a clearer perspective on how to accurately choose "real demand" consumption in a society with globalization and high capital development, rather than being blurred by advertising or vanity taste, resulting in a lot of unnecessary expenditure.

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