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Starbucks' plan to enter Italy this year has caused an uproar.

Published: 2026-03-17 Author: World Gafei

Last Updated: 2026/03/17, In many ways, Starbucks and such cafes are like the advanced business cards of the post-industrial capitalist world, making a profit by helping consumers realize their self-awareness. Like food and wine, Apple and iPhone, Google and its APP. The brand has a basic, potential image, and in itself, vagueness means removing some formal freedom and rights, while simply staying.

In many ways, Starbucks and such cafes are like the advanced business cards of the post-industrial capitalist world, making a profit by helping consumers realize their self-awareness. Like food and wine, Apple and iPhone, Google and its APP. The brand has a basic and potential image, and in itself, vagueness means the removal of some formal freedoms and rights, while a simple blank is enough for consumers to fill it with their own personalities, preferences and aspirations.

Because Starbucks provides such a service to its customers, it essentially provides a container where customers can pour themselves into it and buy it back. Starbucks has been successful with this. While Starbucks coffee may actually be better than the Italians are prepared to give, the quality of its coffee is irrelevant compared to public places where people are willing to pay for it, where they can relax and think. With its reputation for atmosphere, Starbucks has become the "third space" away from work and family in the world.

While Starbucks' idea of success in Italy does sound unlikely, Starbucks will seize every opportunity to gain a foothold in the hometown of coffee. Yes, although it can be said that this chain sells coffee that Italians can buy on any street corner, all radical views ignore the simple fact that Starbucks doesn't just sell coffee.

In fact, coffee and its accessories may not even be the most important service Starbucks offers to the public. As other commentators have pointed out, as confirmed by being chosen as the venue for the first date, Starbucks' success is largely due to its environment and the atmosphere it creates. In other words, it is not simply to provide customers with a cup of coffee, but to create a comfortable, neutral and harmless space suitable for anyone to be in a daze, relax or do other things.