No More 'Goods Craze'... Starbucks Introduces Reservation System and Sells Some Items

[Asia Economy Reporter Seungjin Lee] This summer, it seems unlikely that there will be a frenzy of customers visiting Starbucks stores from dawn or traveling nationwide to collect 'goods (free gifts).' Starbucks has decided to implement a mobile reservation system this year to prevent the chaos caused by each free gift released during the 'e-Frequency Event.' Additionally, some products will be sold online, so the frenzy seen last year is not expected to recur.

Starting from the 11th of next month, Starbucks will hold a summer e-Frequency event featuring a total of five free gifts: two types of 'Starbucks Summer Day Coolers' and three types of 'Starbucks Summer Night Singing Lanterns.' The e-Frequency event is Starbucks' signature free gift event, held every summer and during the Christmas season.

Unlike last year, all free gifts can only be received through mobile application reservations. Starbucks members who meet the conditions to exchange free gifts can select their desired item, pick-up date, and store within the 'Reserve Gift' section of the Starbucks mobile app, then visit the store on the pick-up date and show the mobile reservation barcode.

For customers wishing to purchase free gifts, SSG.com will start the first round of sales from 10 a.m. on the 13th of next month. Alongside the in-store free gifts, exclusive products for SSG.com will be offered.

This year’s introduction of the mobile reservation service by Starbucks is a measure taken following last year’s 'Summer Ready Bag' frenzy. Last summer, Starbucks introduced the 'Summer Ready Bag' as a free gift for the e-Frequency event, which immediately caused a shortage and various side effects.

Queues formed from dawn in front of stores nationwide to secure the limited quantity free gifts. Some customers who could not find stores with stock traveled across the country, and on secondhand trading sites, the items were sold at a premium. Especially during the period when COVID-19 prevention measures were strict, dozens of customers gathering at stores to obtain free gifts raised concerns about the spread of COVID-19.

In January, there was also a frenzy over Starbucks’ limited edition figure, 'Playmobil.' Starbucks held an event where customers who purchased one of six limited drinks could buy one Playmobil figure of that week for 12,000 won. Nationwide Starbucks stores were crowded with customers trying to purchase Playmobil figures, leading to controversies over violations of quarantine rules.

Accordingly, Starbucks plans to minimize shortages by limiting the number of free gifts that can be received per person in this e-Frequency event. Regardless of the item, the quantity will be limited so that one ID can reserve up to five items within seven days, including the first reservation. The e-sticker accumulation period is from May 11 to July 12, and free gift reservation and exchange are available from May 11 to July 19.

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