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The Korea Herald
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THE INVESTOR
March 29, 2024

Retail & Consumer

Why are Starbucks planners such a hit in Korea?

  • PUBLISHED :November 08, 2016 - 17:57
  • UPDATED :November 08, 2016 - 17:57
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[THE INVESTOR] Demand is skyrocketing for the 2017 planners made by Starbucks Coffee among loyal fans here, with many going to great lengths to get hold of the limited-edition organizers.

Starbucks Coffee Korea launched next year’s planners as part of its annual Christmas promotion on Oct. 28 at some 950 stores across the country. Popular versions of the planner are already sold out at some stores, the coffee chain said Tuesday. 




The company is offering the planner in four colors -- red, black, pink and mint -- for customers who purchase three Christmas seasonal drinks and 14 beverages of their choice.

Only those who present all 17 stamps are eligible to receive Starbucks’ pink and mint planners, while customers can purchase the red and black ones at stores for 32,500 won ($28.40) until the end of the year.

According to Starbucks Coffee Korea, the pink and mint organizers have proven hugely popular among loyal Starbucks customers, some of whom are even purchasing the product on secondhand online markets at a premium.

Local media reports on the Starbucks craze have stated that some avid fans are collecting receipts that others have discarded at stores to exchange for stamps.

The annual Christmas promotional items have led to a sales boost of some 20 percent.

“Starbucks has built a strong loyal customer base in Korea. They are willing to go to great lengths to collect the planners, because owning exclusive items (representing the brand) gives them great satisfaction,” said Suh Yong-gu, a professor of marketing at Sookmyung Women’s University.

“The craze is similar to ardent fans of K-pop idol groups who purchase pricey souvenirs such as shirts, socks and more,” Suh said.

Starbucks planners are also sold in other countries, but offered through different programs.

Each planner in the US, meanwhile, is priced at $24.90 for customers who load $30 onto their membership card, while others can purchase one for $38.90.

The number of planners produced in Korea has continually increased from 250,000 copies in 2011 to 380,000 copies in 2014, company data showed.

Starbucks Coffee Korea declined to provide an exact figure for this year, emphasizing the planners are offered as a giveaway rather than a sales item. They also said there was no detailed data available on the total number of distributed planners by country.

The prices of the organizers have also risen over the years from 17,000 won in 2011 to 22,000 won in 2012 and 27,500 won in 2014.

Planners for next year are marked at 32,500 won, about 10,000 won higher than products offered by other coffee brands.

Getting hold of the limited-edition planners ultimately requires spending at least 60,000 won to first collect all the necessary stamps, but some loyal customers still find it worthwhile.

“I have so far collected six stamps and I plan to fill up the rest by the end of the year. I drink a cup of coffee every day anyway, so I might as well drink one from a preferred brand and receive a yearly planner. It sounds like a good deal to me,” 25-year-old Lee Keun-ha told The Korea Herald. 

By Kim Bo-gyung/The Korea Herald (lisakim425@heraldcorp.com)









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