The coffee culture : meanings in the sphere of Vietnamese consumerism

Abstract

To study how the meaning of coffee culture has changed in Vietnamese society from the French colonial period up to the present and attempts to identify the relationship between changing Vietnamese society and coffee consuming in the context of identity formation in consumerism culture. Going to coffeehouses is one of the most popular leisure activities in the present day Vietnam. Therefore the coffeehouse that a Vietnamese consumer chooses could possibly show which group or class that he or she belongs to. Coffee brands are converted into distinctive signs. These signs of distinction can be perceived through the consumption. Social meaning and value of the chosen coffeehouse will also illustrate the link between the coffee brands and social groups. Thus, it can be assumed that Vietnamese consumers spend money not only for the price of the coffee but also for the brand value which is implied to images or linkages to status, lifestyles, and taste. Highlands Coffee, widely known as a strong Vietnamese coffee brand, is chosen as a case study with the attempts to understand meanings behind its consumption. The research is conducted in Ho Chi Minh City, the largest city in Vietnam. This research is qualitative in approach and employs the analysis of secondary data, fieldwork observation, and interviews. It is found that drinking coffee is popular among all social classes in Ho Chi Minh City. It can be observed that Highlands Coffee’s customers are urban-based middle class who are acquainted with western lifestyle. Additionally, Highlands Coffee offers a social space for customers to experience indulgence, a break from the busy city life, and a place for discussions. In this case, Highlands Coffee discovered what European coffeehouses had done for centuries and brought it to Vietnamese young consumers by good marketing strategy. It is noticeable that going to coffeehouse is a widespread activity but it is different by social groups or by social classes as seen through various styles of coffeehouses in Ho Chi Minh City. Although class remains a central factor in the structuring of contemporary cultural practices in Vietnam, it is also found in this research that there are still other various factors for a Vietnamese to choose his or her favorite coffeehouse.