Glocalization
Glocalization refers to the way a global product, brand, or trend is adapted to suit the culture, needs, and characteristics of a specific locality. Simply put, it embodies the mindset of “thinking globally while maintaining a local identity”.
In the specialty coffee sector, glocalization is evident when coffee connects to the international market while preserving the story and identity of its growing region. A coffee bean might be produced in Ethiopia, roasted in Vietnam, and enjoyed through an experience tailored to local consumers, all while retaining the essence and value of its place of origin.
Thus, glocalization does not mean standardizing everything worldwide; rather, it involves bringing local values into the global market in a manner that is both appropriate and more accessible.