The Representation of “Korean Minimalism” by Café Proprietors and Their Consumers in Phitsanulok City

Abstract

This research aims to investigate the phenomenon of “Korean Minimalism” as manifested by café proprietors and consumers in Phitsanulok city. It employed a qualitative research methodology, incorporating in-depth interviews with key informants and the collection of social media posts from café operators and clients. The research data was analyzed within the conceptual frameworks of pop culture, sign and meaning, and representation. Four cafes were selected based on their location within Phitsanulok municipality and proximity to Naresuan University, a focal point for students and young adult clientele. Eight consumers were chosen for selective interviews based on their social media contents, particularly messages and photos showcasing their interpretation of “Korean Minimal” in attire and self-expression. The findings revealed that café proprietors drew inspiration from Korean culture, evident in the decorative style of “Korean Minimalism” within their establishments, encompassing furniture choices and thematic elements. Furthermore, they offered some Korean desserts and merchandise reflective of K-Pop culture. Meanwhile, café consumers represented the “Koreanness” through their minimalist dressing style and a propensity for sharing messages and photos on social media platforms following café visits.