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Earlier Sarah Gilbert discussed the economic squeeze that could mean trouble for Starbucks (SBUX) and other retailers of premium-priced gourmet items. The Korean Times reports on a debate that is forming in the country over this type of spending, which for better or worse, Starbucks and the "Starbucks experience" seems to typify in many minds. Becoming a target is part-and-parcel of extraordinary success in branding. Throughout Asia, rushing through a metropolis Starbucks in hand can be seen as a way to tap into a feeling a sophistication and the idea that one is on globalization's winning team. This is part of a lifestyle called "toenjang-nyo" in Korean cyberspace, according to the rather admonishingly-toned Korean Times story by reporter Park Chung-a (linked above) -- at least, it's called so, when the this practice pertains to young professional or college-age women.
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