Starbucks Opens the "Winter War"... Why Are Seasonal Menus Launching Early?

Winter Menus Debut a Month Earlier Than Usual
Competition to Capture Consumer Sentiment Intertwines with Logistics and Sales Strategies

Domestic coffee franchises are launching their limited winter menus about a month earlier than usual this year. Since last month, they have been rolling out "winter beverages" and "holiday editions," officially kicking off the winter sales season. The early launches are not solely due to the early arrival of cold weather. Analysts say that, given the fierce competition in the domestic coffee market, brands are now racing to capture consumer sentiment and secure the initiative for the season.

According to industry sources on November 15, Starbucks was the first to open the winter season this year. Its winter promotion was themed around a collaboration with "Where's Wally?" (also known as "Where's Waldo?"). In addition, Starbucks launched a "Winter e-Frequency" event in partnership with the Italian fashion brand MSGM. By offering practical gifts such as blankets and humidifiers, Starbucks is targeting both the "winter mood" and everyday convenience.

SPC Pascucci kicked off its Christmas campaign by releasing a teaser video featuring brand model Karina. The video, themed "An Invitation to Pascucci's Christmas Party," gained significant attention on social media, and the three types of cakes featured in the video have been available at stores nationwide since November.

Twosome Place introduced a limited-edition merchandise series in collaboration with the globally popular character "Pingu." Starting today, the brand will fully launch its holiday campaign, "Winter Is Twosome Place, Twosome Place Is Now," and release its seasonal cakes.

Teaser advertisement for Twosome Place Holiday Season featuring actress Park Kyuyoung. Twosome Place

The franchise industry sees a fierce competition for brand recognition as companies race to launch their winter menus first. News about new menu releases spreads rapidly on social networking services (SNS), and consumers tend to perceive the brand that introduces the first winter menu as the "start of the season." This perception of "now or never" drives consumer desire to purchase and directly translates into increased sales.

Analysts also point out that the early arrival of winter this year, combined with the disappearance of Halloween marketing following the Itaewon tragedy, has reduced the significance of the autumn season. An industry insider stated, "Aside from the college entrance exam period, there is no clear peak season in autumn, so there is a growing tendency to focus on winter instead. Since consumers have already been seeking warm drinks and a winter atmosphere since the end of October, marketing timelines are naturally moving up."

Pascucci Christmas Campaign with Karina. Pascucci

The early launches are driven by practical reasons as well as marketing strategies. During winter, there is a higher risk of supply chain disruptions and unstable logistics for raw materials, so brands are introducing new menus early to adjust their supply chains in advance.

Another strategy is to attract customers with new products before a cold snap reduces in-store visits, thereby preventing a drop in sales. The insider explained, "By launching new products slightly ahead of the usual time when the winter menu lineup changes, brands gain more preparation time and can stabilize store operations."

Another industry official commented, "It's not just about when products go on sale; it's a battle to see who can capture the rhythm of consumer sentiment first. Even launching just a week earlier can make a difference in brand image, so competition to start the season early is expected to intensify going forward."

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