Starbucks Promotes Use of Eco-Friendly Reusable Cups... Also Issues NFTs

From January 1, Beverage Coupon with Tumbler Purchase
Over 26.7 Million Personal Cup Users This Year

Starbucks Korea announced new tumbler coupon policies and the issuance of NFTs (Non-Fungible Tokens) starting January next year, aiming to promote the use of personal cups.

A Starbucks partner is handing a beverage to a customer using a personal cup.
[Photo by Starbucks Korea]

On the 21st, Starbucks revealed that the name of the free drink coupon provided upon purchasing a tumbler will be changed to ‘Eco Tumbler Drink Coupon.’ Customers who carry reusable personal cups such as tumblers or mugs can exchange this coupon for a tall-size beverage. This initiative is intended to help spread the culture of using personal cups and provide customized eco-friendly benefits to customers who use tumblers.

The use of personal cups at Starbucks has been increasing every year. Looking at the annual personal cup usage over the past three years, Starbucks recorded 17.39 million uses in 2020, 21.9 million in 2021, and 25.3 million last year. This year, the usage has also risen significantly, with a cumulative total of 26.7 million uses recorded last month, already surpassing last year’s total. If this trend continues, the cumulative usage by the end of this year is expected to reach approximately 29.6 million, which is more than a 16% increase compared to the same period last year.

Starbucks attributes the significant increase in personal cup usage not only to the 400 won discount but also to the rewards program that allows customers to choose earning one star as an alternative. When converting the cumulative benefits provided to customers up to last month into monetary value (assuming one star equals 500 won), it exceeds 12 billion won. The ratio of immediate discounts to star earnings is approximately 30% to 70%, respectively.

Additionally, as part of an eco-project aimed at establishing an eco-friendly consumption culture in daily life through habitual use of personal cups, Starbucks will issue NFTs. In mid-next month, an NFT wallet will be created within the Starbucks app, and a promotion will be held where customers who use personal cups when ordering drinks via Siren Order will receive eco stamps. One stamp will be awarded per Siren Order receipt using a personal cup, with a maximum of three stamps collectible per day.

In early next month, Starbucks plans to hold an exhibition at the ‘JongnoR Branch’ located in Jongno-gu, Seoul, showcasing the sustainable green management achievements Starbucks has made so far along with NFT images.

Kim Beom-su, Marketing Director of Starbucks Korea, said, “We hope that the revised tumbler coupon usage policy and the issuance of Starbucks’ exclusive NFTs will serve as a catalyst for positive changes in the community through the activation of personal cup usage. We will continue to strive for differentiated branding related to the environment unique to Starbucks.”

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