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Coffee and Identity at Starbucks Japan: A Matter of CulturePablo Figueroa

In his witty article “The Name on My Coffee Cup,” published in the New Yorker, Saïd Sayrafiezadeh describes how his name is systematically misspelled when ordering coffee at American Starbucks—“Zal,” “Sowl,” “Sagi,” “Shi.” In the United States, Starbucks employees write down your name on the coffee cup. I had never given thought to this before—every time I went to Starbucks in Seattle or Los Angel…
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