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Starbucks: Forbidden in the Forbidden City
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Coffee In China
Starbucks Vs. Xingbake
- Tea drinking tradition
- Coffee a fad
- Coffee consumers: young, affluent professionals, returnees & foreign expatriates
- Chinese are not familiar with coffee consumption and culture
- Starbucks had two names: American Starbucks & Xingbake
- Xingbake stole the name & logo, opened a store in Shanghai
- Starbucks sued Xingbake
- Starbucks won the case, got an apology & $62,500
Starbucks
- Established in 1971, in Seattle, WA
- Hospitality, Production & Education
- 11,000 locations in US, 4,500 international locations
- Three largest international markets: Canada, Japan & Britain
Starbucks in the Forbidden City
- Starbucks opened a shop in 2000
- Did Starbucks belong in the forbidden city?
- Removed their sign but stayed open in 2005
- After various debates, starbucks closed in 2007
- Since 2008, Starbucks has 448 shops in China
Beijing's Forbidden City
- China's top tourist attraction
- Built in 1420
- 6-8 million visitors a year
- UNESCO World Heritage site status
Starbucks: Forbidden in the Forbidden City
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