'Tis the season for the Starbucks diary giveaway event
Five months after Starbucks Korea last went viral with its camping bag campaign, the coffee franchise is back with the annual event where caffeine-loving Koreans drink a whole lot of joe to earn themselves a free diary.
Starbucks will launch the annual event on Friday. In order to pick up a diary, customers need to buy 17 regular drinks and three special seasonal beverages at Starbucks stores. The purchases are logged on the Starbucks app as "e-stamps."
Starbucks is also offering cross-body bags made from recycled materials instead of only the diaries this year.
Four diaries and three foldable cross-body bags will be available in the event, which runs until the end of the year. But as stocks are limited, items will only be available on a first come, first serve basis.
The diaries, produced in collaboration with Milano-based Moleskin, come in a simple design featuring a green circle on a colored background with the Starbucks logo stamped into the corner. The four diaries come in different page designs and sizes. Some are available to be purchased separately for 32,500 won ($29), with either a portable calculator or a small wallet that users can use to keep business cards or credit cards.
The foldable cross-body bags have been made in collaboration with fashion brand Rawrow. They are being released in three colors: Navy, cream and black. The bags are made from recycled plastic and come with a detachable shoulder strap.
Starbucks giveaway events often go viral in Korea. When the cafe franchise gave away travel bags and chairs in May and June, people lined up for hours just to get their hands on the limited stock. There were even stories of people walking in, buying 17 drinks, picking up their free bag and leaving the drinks on the counter. Promotional Starbucks items can often be found listed online with significantly higher prices as stocks decrease.
BY JIN MIN-JI [firstname.lastname@example.org]