a pilgrim’s trace

MY FAVORITE COFFEE-RELATED LINES:

"ate, matulog kang maaga ha… may kape pala dito, gusto mo pagtimpla kita?"  (mom, during my thesis writing days… hehehe )

"coffee and philosophy, they rhyme don’t they?" (dr. co in his usual special questions in philo class)

"it is philoso-fee, not philoso-tea.." (dr. co, again to dr. vasco… or guess i also heard it from sir pao)

"i would love to deliver a paper to you over a cup of coffee" (br. romy abulad’s birthday invitation)

"amoy lang ng kape ayos na ako" (sir rey reyes at the faculty room)

"sino may gusto ng kape, brewed… taas ang kamay" (sir rey trillana during the accreditation)

it is so sad how my compulsory perk-up drink had just become a status symbol.  it is supposed to be an early worker’s drink, a writer’s midnight partner, a philosopher’s spark-up tool. 

as somebody who got addicted to coffee in order to keep herself awake for an overnight of sensible work, i.e., thesis-writing and academic work; it is funny to see people being addicted to and spending a lot for coffee while they are not in dire need of it.  it is just like how one would want to have eyeglasses for that smart-look, or braces for fab… despite the fact that his/her eyes are clear and that there’s nothing wrong with his/her teeth.  it is funny to see people looking for unnecessary palpitations.  if they only knew how difficult it is to experience tummy troubles or a day-long headache while not having a sip of real brewed coffee, in the same way that it is difficult for a myopic person to accomplish daily tasks without eyeglasses, and for a "bakal-girl" to settle for a  weeklong congee festival because of her "dental-splints".

coffee is a serious drink for serious people doing serious work, and for people who are solving serious withdrawal ailments. 

it’s so funny how coffee shops had become a venue for thoughtless blabber, and kids running around… how cream overdominates frappe… and how christmas planners lead to untimely palpitations.  is that because of the love for coffee? 

ask this slave of meaning and i daresay that coffee is best sipped at home… a regular to streidel mug of don’s baguio blend or the one home-delivered by monghe from bukidnon; with foamed milk and muscovado sugar from bacolod (yes, ganun akong kaadik).  it is best sipped while reading a book, checking theses and testpapers, doing research or having a plain (yet not thoughtless) talk with friends.  it is best gulped to avoid unwanted headaches.  it is a sacred drink that must go with sacred tasks.

am spurred by this one, taken from bob ong’s magical yellow book.  here goes,

The Starbucks Principle
By Nick Garcia
— ibalik ang tunay na konsepto ng kape.

Haven’t you noticed how Starbucks has taken the place of Megamall, Enchanted kingdom and Jollibee? Today Starbucks spells gimmick. Suddenly everyone mad about coffee and is willing to spend a whooping hundred bucks for "one tall mocha frappe please! or " Ill have one grande iced coffee please!" Everyone claims it’s different, it’s something else, and it’s something to die for. Instead of catching a nice flick at the cinema, the Filipinos new ideas of fun are to voluntary park buns at the café and gulp all the caffeine they can.

No one knows exactly why Starbucks become the hot spot, when what they serve is just foamed blend 45 for crying out loud. Oh, try pointing this out to Starbucks fanatics (i.e., the likes of teeny boppers and kikay girls), and you can expect getting attacked on how little about you know about coffee. Get ready with answers like "Duh! Starbucks isn’t just coffee! They’re ground beans and processed chocolate and skimmed milk! What do you know about that!" They have a point there, though, because even in the U.S. when you talk coffee, Starbucks comes first. Their ingredients are never questionable and if I am not mistaken, Starbucks is an established since-year brand. In short, Starbucks is the coffee authority. But it ends there. Starbuck is coffee, period. Certainly, not a gimmick place of some sort, not convincing enough as an alternative for the mall. This, I repeat, is the case in the U.S.

But Starbucks invades Manila and here it becomes an obsession. As you may have already seen, the interiors of Starbucks cafés are all designed to create a distinct ambience. Notice from the Italian styled flooring, to the cowboy-motif wall covering, to the fancy lamps, tables and chairs crafted like those only seen in home magazines. Of course, who would miss the complicated bar counter, behind all the grinders and blenders are displayed as if to remind you they really do process your cappuccino.

I mean who can resist frequenting a posh place like this? Instead of worrying about the other important things, the typical kikay teenager puts on her best dress, and with her kikay friends goes straight to Starbucks where she orders "one tall caramel frappe please!" This takes time to prepare, which is fine. She feels rewarded by the fact that the typical barista would shout her name across the room by the time her frappe is ready. After she claims it, she heads for the self-service corner were she takes excessive packets of extra sugar, extra cream, an inch thick of Starbucks tissue paper for souvenir. Then she sits by the front window, hoping someone she knows would pass by and see her drinking expensive coffee. She takes remarkably small sips in order to prolong her stay, like a real smart-ass.

During the entire process, there is the obligatory flaunting of Nokia celphones, the occasional eruptions of "yeah" and "sure" here and there. You get the impression that everyone in the room is from the conyo sector. Pathetic as it is, the Starbucks atmosphere is so contagious that it simply brings out the social climber in one.

You have to admit that the Philippine franchiser of Starbucks-whoever he maybe deserves credit. He’s certainly not stupid. He sees though us Filipinos, and definitely knows how to flatter us. Mr. Starbucks is aware that the average Pinoy desire to be associated and considered among the elite, because well, in reality, the average Pinoy is far from being that. The average Pinoy home is less attractive like a place like Starbucks. The average Pinoy meal is without garnishes. The average Pinoy environment is less comforting and convenient than the service of Starbucks.

But when in Starbucks, the average Pinoy is instantly made to feel like he’s in New York or Las Vegas or Paris or anywhere else but Manila-one probable reason why we Filipinos buy this flick. We are total suckers for anything that is western in concept. But Starbucks has gone beyond colonial mentality; is has become pure escapism. It helps us forget about the EDSA traffic jam, the hostages in Mindanao, and the decreasing popularity of ERAP. In this age of harsh realities of poverty and chaos, anything that offers oblivion and temporary indulgence sells fast. No matter how costly it is.

With their little creativity in repackaging, Starbucks is no longer just coffee. It’s already a religion, which we Filipinos practically worship. That green logo with the exotic lady shows where we derive our strength to move on. It is from the promise of Starbucks every payday.