Starbucks Coffee

When we discussed about Tim Burton in class, I reminded of the new coinage, "Dwen Jang Nyu" in Korea. We discussed whether the works of Tim Burton is Avant Garde or kitsch regarding the concept of High art and Low art.

"Dwen Jang Nyu" has been sociological issue in Korea; it is blaming woman who spends beyond her limit to buy expensive brands to show off. "Dwen Jang" is a Korean traditional sauce which tastes good but looks and smells unpleasant. "Nyu" means a woman in Korean.

The iconic item of "Dwen Jang Nyu" is Starbucks Coffee. Starbucks Coffee is most expensive in Korea in the world; it costs over five dollars for tall size. Therefore, the cup with the green goddess logo of Starbucks is a signifier of the economic status. "Dwen Jang Nyu" admires the Starbucks Coffee not only because they believe they look rich when they are holding the cup but also they think they are stylish as hollywood stars since many hollywood stars were having Starbucks Coffee in the photos took by paparazzi. People who can't afford five dollars everyday to buy coffee, just hold an empty cup pretending they are having the expensive coffee.

The Starbucks Coffee is not expensive in America as in Korea, and it's quality may be good.

However, in Korea, the quality of the Starbucks Coffee is bad because the coffee beans took many days to be transported in Korea and the price is unreasonable. There are many other better coffee shops in Korea.

But why "Dwen Jang Nyu" stubbornly buys it? Because it looks Avant Garde even though it is kitsch? "Dwen Jang Nyu" who wears labels and looks good but inner side of her is kitsch themselves are just like bad quality Starbucks Coffee in Korea. They are just like low art exhibited in Moma.