Starbucks Summer Ready Bag Not Jealous... Selling Coffee and MD Too

Coffee Industry Unveils Strategy to Strengthen Trendy MD Products
Evoking Collectible Desire with Emotional Design... Trending on SNS

[Asia Economy Reporter Lee Seon-ae] The coffee industry is fiercely competing in the marketing war for MD (Merchandise) products that evoke a trendy sensibility and a desire to collect. The strategy is to secure a friendly and youthful brand image through goods marketing and to encourage certification shots and reviews on social network services (SNS).

According to related industries on the 16th, recent MD products emphasize trendiness by applying the brand's unique colors and designs to practical items suitable for summer use. MD products that capture the seasonal feeling, such as refreshing pastel-toned cold cups and parasols, are gaining popularity as "inssa items," attracting millennial customers. In fact, the Summer Ready Bag recorded over 20,000 hashtags on SNS, enjoying a strong word-of-mouth effect.

Ediya Coffee released three types of "Extra Cold Cups" featuring refreshing pastel tones for the summer season. The three Ediya Extra Cold Cups are ice beverage-exclusive cups presented in pastel colors reminiscent of colorful ice cream. Ediya Coffee's planned merchandise consists of three types: "Lemon," "Purple," and "Sky Blue," with a 650ml capacity to hold Ediya's extra drinks. Reusable dedicated straws and straw cleaning brushes are also provided. Additionally, the interior is made with a double-wall structure, offering excellent cooling performance, and the body is made of stainless steel while the straw is made of Tritan, allowing for long-term use during summer outings.

An Ediya Coffee representative said, "This product was introduced to offer cold cups with a refreshing pastel sensibility that are highly useful in summer. The design that stimulates the desire to collect and high practicality are already receiving great attention on SNS."

Starbucks Coffee Korea introduced the third summer MD product lineup consisting of bags, tumblers, and coffee pots following the Ready Bag series, which gained great popularity this summer. This MD product lineup consists of about 30 products in blue tones applying the concept of the Milky Way and summer sky. The blue-toned tumblers and pure white coffee cups evoke a brilliant and refreshing image reminiscent of the Milky Way in the night sky. Among them, the "Milky Way Glass," featuring an angular design reminiscent of stars and a light blue tone, has sold 90% within three days of release, showing high popularity.

Twosome Place launched two types of "Everyday Parasols" to prepare for the summer monsoon and heatwave. The Everyday Parasols have an internal blackout treatment that blocks 99.9% of ultraviolet rays and have completed KITI certification. They also have water resistance, making them multifunctional products that can be used as umbrellas. Additionally, they are small five-fold parasols that can be held with one hand, and come with a capsule case and fabric case for carrying the folded parasol, enhancing portability. They are available in two pastel tones: mint and pink.

Pascucci launched nine planned products for the summer vacation season. The new products released targeting the summer vacation season include seven types of tumblers such as the "Coxicle Tumbler" and "Jumbo Tumbler," and two types of beach items that can be used at the beach, totaling nine products. The four Coxicle Tumblers feature neon colors and monotones, while the three Jumbo Tumblers have a large capacity of 580ml and are released exclusively for iced beverages. The beach items for vacation, "Clear Bag" and "Large Beach Towel," are also introduced together.

This content was produced with the assistance of AI translation services.