One of my plans for last summer vacation was to visit many towns in my country. However, when I arrived at the city’s train station on the day of my first trip, the scene hardly looked different from where I had departed two hours ago; the same Angel-in-Us Coffee, the same Dunkin’ Donuts and the same Misoya. This was not what I had expected to see. When I entered one of these cafés, what greeted me was a tired voice of an employee who seemed ready to yell out “I’ve had enough!” When I encounter the same franchise markets and the same people with nearly the same faces, I can’t help ask in mind, “What are you working for?”

To slightly change the question, why do people sell all these products? Here are some likely answers. Firstly, people want to make profits to eventually gain wealth. Also, from the viewpoint of economics, their activities play crucial roles in sustaining the economy of our country. Also, they produce, sell and develop goods to meet the customers’ needs. The listed reasons may seem to provide enough explanation for why people produce and sell products. But that’s not all; people work for their happiness. No matter which category it belongs to, every job has its unique value. For example, imagine a baker who owns his bakery and finds himself happy when he bakes. He would feel rewarded when he sees his customers enjoying his products. For him, his relationship with his customers goes beyond that of “you purchase the goods and pay me the money.” He sells more than just bread, and gains something more than just money. Though working cannot always be happy and fruitful, one should not forget that people are not just manufacturing components of an economy.

Let’s come back to reality which appears to be less bright. According to statistics from the Korea National Statistics Office, one third of the bakeries in Korea are composed by the biggest two franchises in the nation, and the number of private bakeries halved in the last five years. Regardless of the type of business, private stores can’t compete with franchises that have the capital necessary to make fancy commercials with TV stars, hold customer events and manage spacious shops. Big brands are expanding from areas with high floating populations, penetrating into small-town markets.

There are, however, some ways to slow down, or even go against this phenomenon. What the government can and should do is to encourage new business launches. Since one main reason for the rapid growth of franchises is that opening a franchise is cheaper than starting a new business, the government can reduce the economic risk for new starters by offering subsidies. The government can also restrict the uncontrolled expansion of big companies by banning them from taking part in multiple business fields. Putting limitations on the opening of franchises in marketing areas would be helpful as well.

Nonetheless, the government alone without the support of consumers cannot make meaningful changes. When you buy a product, you are also expressing your political support for the existence of that product. One might argue that the expansion of franchises benefits consumers by well-organized production systems, guaranteed qualities and low prices. Consumers, however, should know that it ultimately leads to a deprivation of their choices. If you don’t want to lose your breakfast with bread that is made by someone who loves to bake, not the one from the franchise factory, make the right choice as a consumer.

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