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원본보기 아이콘

원본보기 아이콘

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"White one for 1,000 won, red one for 2,000 won."

This is a post that appears without fail every year-end on Korea's largest secondhand trading platforms, Junggonara or Danggeun Market. On Junggonara alone, more than 100 posts can be uploaded in a single day. So what are the "white one" and "red one"? They are Starbucks winter e-Frequency stamps, a kind of cyber stamp that can be exchanged for a diary or other merchandise if you collect all 17.

Starbucks gives e-Frequency stamps to customers based on the number of drinks they order, and as more consumers covet Starbucks goods, secondhand trading has become a yearly trend. One consumer said, "When I see Starbucks e-Frequency trading posts popping up, I know the year-end has arrived; the goods war has become an annual event."

Starbucks '2024 Winter e-Frequency' Event. Purchase a total of 17 manufactured beverages, including 3 mission drinks, and collect all e-Frequency stamps to receive goods on a first-come, first-served basis. Provided by Starbucks

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Starbucks has launched the "2024 Winter e-Frequency" event again this year. From November 1 to December 31, if you purchase a total of 17 handcrafted drinks, including three mission drinks such as strawberry latte and toffee nut latte, and collect all the e-Frequency stamps, you can receive one of the following on a first-come, first-served basis: one of three Starbucks planners by Moleskine, one of four Starbucks portable lamps by Bonakia, or one calendar.

This event, which first started as a customer appreciation event in 2003, used to operate by stamping cards or giving out stickers. Because of this, it was difficult to obtain frequencies unless you or someone you knew bought the drinks directly. However, since 2013, the frequency accumulation method changed to barcodes, making it possible to gift or transfer them. As a result, those who want Starbucks year-end goods have started trading in various ways.

Since 2013, the frequency accumulation method has changed to barcode, making gifting or transfer possible.

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The most common type of transaction these days is buying and selling e-Frequency stamps one or two at a time. Currently, the "white one" you get for drinking a regular beverage trades for about 1,000 to 1,500 won, while the "red one" you get for drinking a mission beverage goes for 1,700 to 2,500 won. This method is mainly chosen by Starbucks customers who are just short of collecting all 17 e-Frequency stamps to get the goods. Sometimes, two white ones are exchanged for one red one.

There is also a type of transaction where people buy and sell a complete set of 17 e-Frequency stamps. With a complete set, you can reserve and receive goods through your Starbucks application. Depending on the platform, prices range from 20,000 to 30,000 won. This form is used by consumers who do not use Starbucks at all but want the goods.

The third type is buying and selling goods that have already been claimed. The steady seller, the Starbucks diary, is currently being traded for 25,000 to 35,000 won depending on the color. This year, the portable lamp, included in the lineup for the first time, is the most popular. Interest has been high from the beginning of the event due to collaboration with the well-known lighting brand Bonakia. Although it is not the same as the original, Bonakia's lamps sell for around 200,000 won, so many people see this event as a way to get them at a good value for money. Currently, the selling price ranges from 35,000 to 50,000 won depending on the color. Since the goods are produced in limited quantities and distributed on a first-come, first-served basis, there is a risk of certain models selling out. Therefore, those who want to safely secure the product often buy the goods directly.

Starbucks 2024 Winter e-Frequency Event Goods: Portable Lamp, Diary, and Calendar. Provided by Starbucks

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In this way, Starbucks' e-Frequency event has established itself as a successful "hunger marketing" strategy, stimulating consumer desire and significantly boosting sales every year-end. Now in its 22nd year, this event looks set to become a key driver in ushering in the era of 3 trillion won in Starbucks sales. Starbucks, which posted sales of 2.9295 trillion won last year, is expected to surpass the 3 trillion won mark this year.

A Starbucks Korea representative said, "The winter frequency event is a customer appreciation event for those who love Starbucks," adding, "The focus is more on benefits than on boosting sales."

However, criticism that the event encourages overconsumption in the pursuit of goods continues to shadow Starbucks' marketing success. Four years ago, in 2020, one consumer ordered a total of 300 drinks to get the "Summer Ready Bag," a good from the summer e-Frequency event. The consumer spent 1.3 million won and left with 17 gifts, but the drinks were discarded, causing a major controversy.