异域文化进犯法国 星巴克挑战巴黎黑咖啡

A form of alien civilisation has finally landed in Paris - unfamiliar green and black signs have appeared on the Avenue de L'Opera.

巴士底歌劇院大街上出現了陌生的黒綠相間的標志，它意味著一種異國文化形式終于在巴黎登陸。

It is the first Starbucks cafe to boldly go where no Starbucks has gone before, onto potentially hostile French territory.

這是星巴克第一次膽敢在它從未去過而且暗藏敵意的法國大陸落戶。

Its advertising posters on the Champs Elysee announce "Starbucks - a passion pour le cafe".

香榭麗舍大道上立著星巴克的廣告牌：“星巴克——濃情咖啡”。

But is the company aware of the risk it is taking by challenging the very birthplace of cafe society?

然而星巴克公司意識到挑戰“ 咖啡館 之都”的風險了嗎？

"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.

星巴克的比爾·奧謝說：“我想每當進入一個新市場時，我們都會帶著崇高的敬意和濃厚的興趣來研究當地的 咖啡文化 。”

"We recognise there is a huge history here of cafe society and we have every confidence we can enjoy, augment and join in that passion."

“我们承认这里的咖啡館有着很长的历史，我们有信心我们会喜欢、提升并且融入到这种热情中去。”

And he may be right. Despite some sniffiness 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.

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》中那样的咖啡館了。

In fact, for some, it is an exotic rarity, far more exciting than the average French cafe.

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館令人激动。

Melissa, aged 18, says she can hardly wait: "I love Starbucks caramel coffee - it's very good and I like the concept that they're opening in Paris. I think Starbucks will be OK for French people."

18歲的梅利莎說她已經迫不及待了。她說：“我非常喜歡星巴克的焦糖咖啡，真的很好，我喜歡它在巴黎開張。我想法國人一定會喜歡星巴克的。”

An American tourist is equally excited when she spots the sign - this could be just the thing to help her get over the occasional twinge of homesickness.

一位美國遊客發現星巴克的標識後也非常激動，這正好可以幫助她克服一陣陣想家的感覺。

"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.

“我喜欢法国的咖啡館，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。

But that is the problem for many French, who do not want France to be just like the rest of the world: with standardised disposal cups of coffee - identical in 7,000 branches around the world - even if they are termed handcrafted beverages.

然而這對于許多希望有別于世界上其它地方的法國人來說是一個問題：全世界7000家星巴克 咖啡店 按照同一個配方調制咖啡，即使他們稱作手工制作的飲料。

At the traditional cafes, customers worry that the big US coffee house chains could drive out small, family-owned cafes.

在传统的咖啡館中，顾客们担心美国这家大型的 咖啡連鎖 店會把家庭 經營 的小咖啡館挤垮。

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 petit noir coffee .(Agencies)

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館或巴黎特有的小杯黒咖啡