"I'm Stuck in an Endless Loading Loop"... Online Rush Triggers Starbucks Frequency Frenzy

Every summer and winter, a familiar scene unfolds.

People rush online at dawn to reserve giveaways,

and posts selling "complete sets" or "individual items" frequently appear on secondhand trading apps.

This is the story of the Starbucks "e-Frequency" event.

"I'm Stuck in an Endless Loading Loop"... Online Rush Triggers Starbucks Frequency Frenzy

What is this event?

This is an event held twice a year, in summer and winter, at Starbucks.

If you purchase a total of 17 handcrafted beverages, including 3 mission drinks, during the event period,

you can receive a seasonal giveaway item prepared for that season.

This year, you can choose one of 10 limited-edition items, such as the Multipurpose Bag, Wide Folding Chair, or Trenta Towel, created in collaboration with Lacoste.

Why is it so popular?

Starbucks holds the Frequency event twice a year, in summer and winter.

In the past, the giveaways were things like free drink coupons,

but since 2018, when Starbucks began offering practical items for everyday use, the event has become a sensation.

Summer Ready Bag provided as a giveaway by Starbucks in 2020.

In 2020, one customer made headlines by ordering 300 drinks (worth 1.3 million won) just to receive the event's "Summer Ready Bag" (a travel accessory bag),

then left with 17 giveaway items and only a single iced Americano.

To prevent people from lining up before stores opened,

Starbucks introduced an online reservation system in 2021.

However, reserving a giveaway through the app remains fiercely competitive, making it as difficult as "reaching for the stars."

Starbucks e-Frequency Event Giveaway Reservation Screen Capture. Community Screenshot

Popup window appearing on the Starbucks mobile app on the 11th. Screenshot of the Starbucks app

"I failed to reserve at Starbucks again."

"I've been stuck in this endless loop for a week. It's an infinite loading cycle."

"It feels like taking a number and waiting in line at an amusement park."

This year, too, online communities are flooded with stories of failed attempts to reserve Starbucks Frequency merchandise.

Due to the overwhelming popularity, some consumers give up on receiving the giveaway

and instead sell their frequencies on secondhand trading apps.

There are also cases where those who succeed in getting the giveaway resell it at high prices.

In response, a Starbucks representative stated, "We increased the number of giveaways by 80% compared to last year, but the rate at which they are claimed has more than doubled."

"We will further refine the process by incorporating diverse feedback from customers who experience inconvenience during reservations,

so that giveaways can be distributed more smoothly in the future."