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of the most powerful mechanisms of social integration in a culture which
does not value so much those who stand out.’ 30
The first case of ‘mad cow’ disease, or bse (bovine spongiform
encephalopathy), in Japan, reported in September 2001, proved devastating
for the hamburger business, leading to reduced sales, falling profits and
eventually a drop in the number of McDonald’s outlets. 31 While recognizing
the harmful effect of the bse scare, economic analysts argue that
McDonald’s ‘cannibalized’ its own success by saturating the market with
too many stores. By the end of the 1990s McDonald’s trendy appeal was
over and it has joined the ranks of mundane eating places, like curry houses
and noodles shops. A victim of a similar phenomenon, although proceeding
in a much more rapid tempo, is the more recent symbol of Americana
in Japan – the Starbucks chain of coffee shops. 32
Starbucks opened its first coffee shop outside North America in the
centre of Tokyo, and Japan remains the company’s most important overseas
market. During the first five years since the opening of the first store
in August 1996, the expansion rate of Starbucks in Japan was phenomenal.
By the end of 2001 Starbucks Coffee Japan operated 300 outlets and its sales
growth more than doubled between 1998 and 2002. In March 2006 there
were 602 Starbucks coffee shops in operation throughout Japan, but their
trendy appeal has certainly passed its peak. 33 Nevertheless, Starbucks’ business
in Japan is far from fading. In September 2005 the company launched
A Starbucks outlet in Japan, 2006.
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