Coincidentally the first Starbucks opened in Sofia yesterday, the same day I did my presentation on brands and commodity fetishism. I have mixed feelings about this venture. On one hand, it is probably good to have one Starbucks for those in search of the familiar when in Sofia, but at the same time this is why people travel, to try something new. Bulgarian coffee houses are loud, smoky, usually the patrons all know each other as they are all from the local neighborhood. And the coffee is pretty much the same, a black short espresso. I remember when I was in Sofia with my friend Stu and she ordered a coffee with whipping cream, at my neighborhood coffee place. It didn't resemble a Starbucks order but it was a little more particular than your usual black short espresso. The lady behind the counter turned around and looked at Stu very puzzled and said: What’s the point? For those of you who read Bulgarian, here is the
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