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在我们的印象中，法国人既浪漫又忠诚，而这种忠诚不仅表现在他们对家庭上更表现在他们对自己的文化上。当美国星巴克咖啡进军法国市场时，挑剔的法国人会做何反应？是保守地拒绝，还是宽容地接受？
Aform of alien1 civilization2 has finally landed in ParisÑunfamiliar green and black signs have appeared on the Avenue de L’Opera.
It is the first Starbucks cafe to boldly3 go where no Starbucks has gone before, onto potentially hostile French territory4.
Its advertising posters on the Champs Elysee announce “Starbucks ----- a passion pour le cafŽ”.
But is the company aware of the risk it is taking by challenging the very birthplace of cafe society?
“I think every time we come into a new market we do it with a great sense of respect, a great deal of interest in how that cafe society has developed over time,” Bill O’Shea of Starbucks says.
“We recognize there is a huge history here of cafe society and we have every confidence we can enjoy, augment5 and join in that passion.”
And he may be right. Despite some sniff6 in the French press, some younger French are expressing their excitement that they will finally be able to visit the kind of cafe they love to watch on the US TV series Friends.
In fact, for some, it is an exotic rarity7, far more exciting than the average French cafe.
Melissa, aged 18, says she can hardly wait: “I love Starbucks caramel8 coffeeÑit’s very good and I like the concept that they’re opening in Paris. I think Starbucks will be OK for French people.”
An American tourist is equally excited when she spots the sign --- this could be just the thing to help her get over the occasional twinge9 of homesickness.
“I love the French cafes, but Starbucks is so popular in the States and it’s become part of American culture and now it’s come to France, and that’s OK,” she said.
But that is the problem for many French, who do not want France to be just like the rest of the world: with standardized disposal cups of coffee--- identical in 7 000 branches around the worldÑeven if they are termed handcrafted beverages10.
At the traditional cafes, customers worry that the big US coffee house chains could drive out small, family-owned cafes.
Others here think they could come round to the idea of Starbucks, though for them it would never replace the corner cafe or the typical Parisian petit11 noir12 coffee.
巴士底歌剧院大街上出现了陌生的黑绿相间的标志，它意味着一种异国文化形式终于在巴黎登陆。
这是星巴克第一次胆敢在它从未去过而且暗藏敌意的法国领土上落户。
香榭丽舍大道上立着星巴克的广告牌“星巴克——浓情咖啡”。
然而星巴克公司意识到挑战“咖啡馆之都”的风险了吗？
星巴克的比尔·奥谢说：“我想每当进入一个新市场时，我们都会带着崇高的敬意和浓厚的兴趣来研究当地的咖啡文化。”
“我们承认这里的咖啡馆有着很长的历史。我们会喜欢、提升并且融入到这种热情中去，我们对此很有信心。”
也许他是对的。尽管法国媒体对此嗤之以鼻，法国的年轻人却很激动，因为他们终于可以光顾他们所喜欢的美国电视连续剧《老友记》中那样的咖啡馆了。
事实上，对于某些人来说，这是一种罕见的异国情调，远比普通的法国咖啡馆更令人激动。
18岁的梅利莎说她已经迫不及待了。她说：“我非常喜欢星巴克的焦糖咖啡，真的很好，真高兴它在巴黎开张。我想法国人一定会喜欢星巴克的。”
一位美国游客发现星巴克的标识后也非常激动，这正好可以帮助她克服一下偶尔想家的感觉。
“我喜欢法国的咖啡馆，但是星巴克在美国如此流行，它是美国文化的一部分，现在它来到了法国，这很好。”她说。
然而这对于许多希望有别于世界上其他地方的法国人来说是一个问题 ：全世界7 000家星巴克咖啡店按照同一个配方调制咖啡，尽管它们被称为手工制作的饮料。
在传统的咖啡馆中，顾客们担心美国这家大型的咖啡连锁店会把家庭经营的小咖啡馆挤垮。
也有人认为他们可以接受星巴克。然而对于他们来说，星巴克永远都无法代替街角的咖啡馆或巴黎特有的小杯黑咖啡。
海沙 摘自 Culture
Aform of alien1 civilization2 has finally landed in ParisÑunfamiliar green and black signs have appeared on the Avenue de L’Opera.
It is the first Starbucks cafe to boldly3 go where no Starbucks has gone before, onto potentially hostile French territory4.
Its advertising posters on the Champs Elysee announce “Starbucks ----- a passion pour le cafŽ”.
But is the company aware of the risk it is taking by challenging the very birthplace of cafe society?
“I think every time we come into a new market we do it with a great sense of respect, a great deal of interest in how that cafe society has developed over time,” Bill O’Shea of Starbucks says.
“We recognize there is a huge history here of cafe society and we have every confidence we can enjoy, augment5 and join in that passion.”
And he may be right. Despite some sniff6 in the French press, some younger French are expressing their excitement that they will finally be able to visit the kind of cafe they love to watch on the US TV series Friends.
In fact, for some, it is an exotic rarity7, far more exciting than the average French cafe.
Melissa, aged 18, says she can hardly wait: “I love Starbucks caramel8 coffeeÑit’s very good and I like the concept that they’re opening in Paris. I think Starbucks will be OK for French people.”
An American tourist is equally excited when she spots the sign --- this could be just the thing to help her get over the occasional twinge9 of homesickness.
“I love the French cafes, but Starbucks is so popular in the States and it’s become part of American culture and now it’s come to France, and that’s OK,” she said.
But that is the problem for many French, who do not want France to be just like the rest of the world: with standardized disposal cups of coffee--- identical in 7 000 branches around the worldÑeven if they are termed handcrafted beverages10.
At the traditional cafes, customers worry that the big US coffee house chains could drive out small, family-owned cafes.
Others here think they could come round to the idea of Starbucks, though for them it would never replace the corner cafe or the typical Parisian petit11 noir12 coffee.
巴士底歌剧院大街上出现了陌生的黑绿相间的标志，它意味着一种异国文化形式终于在巴黎登陆。
这是星巴克第一次胆敢在它从未去过而且暗藏敌意的法国领土上落户。
香榭丽舍大道上立着星巴克的广告牌“星巴克——浓情咖啡”。
然而星巴克公司意识到挑战“咖啡馆之都”的风险了吗？
星巴克的比尔·奥谢说：“我想每当进入一个新市场时，我们都会带着崇高的敬意和浓厚的兴趣来研究当地的咖啡文化。”
“我们承认这里的咖啡馆有着很长的历史。我们会喜欢、提升并且融入到这种热情中去，我们对此很有信心。”
也许他是对的。尽管法国媒体对此嗤之以鼻，法国的年轻人却很激动，因为他们终于可以光顾他们所喜欢的美国电视连续剧《老友记》中那样的咖啡馆了。
事实上，对于某些人来说，这是一种罕见的异国情调，远比普通的法国咖啡馆更令人激动。
18岁的梅利莎说她已经迫不及待了。她说：“我非常喜欢星巴克的焦糖咖啡，真的很好，真高兴它在巴黎开张。我想法国人一定会喜欢星巴克的。”
一位美国游客发现星巴克的标识后也非常激动，这正好可以帮助她克服一下偶尔想家的感觉。
“我喜欢法国的咖啡馆，但是星巴克在美国如此流行，它是美国文化的一部分，现在它来到了法国，这很好。”她说。
然而这对于许多希望有别于世界上其他地方的法国人来说是一个问题 ：全世界7 000家星巴克咖啡店按照同一个配方调制咖啡，尽管它们被称为手工制作的饮料。
在传统的咖啡馆中，顾客们担心美国这家大型的咖啡连锁店会把家庭经营的小咖啡馆挤垮。
也有人认为他们可以接受星巴克。然而对于他们来说，星巴克永远都无法代替街角的咖啡馆或巴黎特有的小杯黑咖啡。
海沙 摘自 Culture