Starbucks Korea’s recent collaboration with K-pop sensation BTS has made a brilliant start, with BTS-themed items flying off the shelves. Starbucks recently teamed up with the world-widely beloved BTS to roll out a limited edition of BTS food, drinks, and merchandise to support youth with the main theme, “Be the Brightest Stars.” The campaign kicked off Jan.21th, and many stores had already sold out of the BTS items within a day.
“This morning, we saw a queue of fans lining up at the stores and many of them were international fans. It was a pleasant surprise to see such a huge fan reaction. Merchandise is running out really fast,” a Starbucks Korea official said. The collaboration lineup includes a beverage called “Blooming Purple Vin Chaud,” flavored with elderflowers, grape juice, and fruit, as well as desserts with names such as “Blueberry Star Macaroon,” “Purple Berry Cheesecake,” “Purple Star Cupcake” and “Purple Pound Cake.” The merchandise lineup includes mugs, glassware, key chains, and pouches for laptops and tablets.
All the items include purple, a color that is synonymous with BTS and reminiscent of a starry night sky. Customers can also listen to BTS’ “Make it Right” from the “Map of the Soul: Persona” album playing in stores to celebrate the collaboration.
When asked about the possibility of a global launch, the official said it was too early to say. He said the company would also need to discuss the issue with BTS’ agency, Big Hit Entertainment, adding that the two parties had collaborated closely from the very beginning, starting at the product development stage. “After the promotion ends, we might be able to discuss making it global with BigHit Entertainment. Until then, we will have to collect data on overall customers’ satisfaction and reactions,” he said.
The campaign runs until Feb. 6. Part of the profit will be donated to the Beautiful Foundation, a Korean nonprofit organization, to support its Opportunity Youth Independence Project. Meanwhile, BTS is gearing up for the release of its new album, “Map of the Soul: 7,” set to drop Feb. 21.
Source: The Korea Herald