Holiday cups have been a tradition at Starbucks since 1997. Every year around this time, the company releases cups featuring symbols like reindeer, snow or ornaments that signify the approach of Christmas. But in a departure from tradition, this year’s containers are plain red. This has fuelled a heated debate, with some seeing it as part of a “war on Christmas”.
Starbucks may not have expected this furore, but the decision reflects a solid understanding of the company’s diverse clientele. It’s a global brand that serves millions of customers all over the world, including in the UAE – where it launches coffee cups for Ramadan each year. This is home to people who celebrate Eid, Christmas, Diwali and other holidays.
However, the cup controversy offers us an opportunity to consider how mass culture gets created and perpetuated by commercial entities, and also to look at how problematic pushback against that mass culture can be.
