The ritual of coffee drinking can vary greatly among cultures, especially in Asia. For Starbucks (NASDAQ:SBUX), the challenge is to match differing Asian cultures and tastes into a concept that the corresponding local population can relate to. In this video, Fool contributor Steve Heller examines how Starbucks will be adapting its brand to local Asian cultures as a way to drive new market share.

Fool contributor Steve Heller owns shares of Starbucks. The Motley Fool recommends and owns shares of Starbucks. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.