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The GVC analysis which was previously called global commodity chain analysis was first developed to analyze trends in global manufacturing, and specifically to increase the role of retailers and brands in the name of companies in creating global production, distribution and marketing networks. In this study the authors analyzed the concept of glocalization on the global value chain in North Sumatra. The glocalization variables in this study were built on the basis of the hegemonic landscape in which there are cultural elements given by certain coffee brands and consumer experience of coffee. Conditions in North Sumatra, the global coffee shop is still the flagship coffee shop since the second wave of coffee industry to date. When anti-hegemonic discourse began to emerge in the third wave coffee industry, local coffee shops began to compete with global coffee brands through aesthetic diversity, communal solidarity, social values and adaptation to local coffee beans. The third wave coffee businessmen began to build their businesses by educating consumers to value local coffee shops as non-commercial environments where consumers are expected to be able to enjoy the servicescape of local coffee shops as a social and aesthetic interaction. However, based on the research results, the tendency for glocalization in North Sumatra is still in the form of creative consumption. The inconsistency of glocalization of the global value chain is also caused by global brands still embedded in consumer social networks and becoming integrated into the social world of consumers. The significance of this study is also due to the fact that it is still contradicted whether glocal and global studies are different studies or the same form of study.