I am writing this from Southeast Asia. Singapore. My family left about 2 days ago, and honestly I didn't anticipate that would create a vacuum. Because I went from 6 people around me to 0. And the homesickness set in within 20 seconds of them leaving. I think particularly because the brain is kind of used to a certain orientation or cadence, and now it has to pick up the slack of stimulus processing that it outsourced.
Part of that is deciding where to go, as in where to even move your body. When you are on a trip with 6 other family members, you don't really have to decide for yourself where to go, or you can contribute to the collective decision-making. So your brain is a little bit on autopilot actually with regards to choosing where to put yourself. But in Singapore there are so many infinite stores and restaurants that it is a little bit mind numbing deciding for yourself where to plop yourself down. Especially if you had a drop into it cold turkey. Also I had a cold, and when you are sick obviously it's not that fun to use your brain in ways that might be fun to use your brain normally.
So yeah. So it's true that multinational American brands like Starbucks are successful in using their branding to be sticky because when my brain is tired it just needs to look for some degree of familiarity so I can rest a minute here. And so I literally plunked myself down into Starbucks rather than look for some cool, authentic, local cafe with wifi, because at least I know how Starbucks works. And also I had some degree of homesickness, so it was like Starbucks was a familiar embassy from which I could retreat momentarily.
I've spent many hours of my life in Starbucks grinding on work, so it's quite nice because even though I'm on the other side of the world it is like you still get to be around some surroundings that feel like home. Now normally that is something that is derided as the "evil" of corporate branding and interior design, but frankly I am enjoying indulging in it right now.