"'Readybag' Purchase of 1.3 Million Won Sparks Starbucks e-Frequency Event Frenzy"

[Asia Economy Reporter Choi Saeng-hye] Starbucks Coffee Korea's summer promotional event is showing signs of overheating. There have even been cases where customers paid 1.3 million KRW in a lump sum to receive limited edition giveaways such as the 'Summer Chair' and 'Summer Ready Bag,' causing what can only be described as a 'chaos.'

Starbucks Coffee Korea launched the 'Summer e-Frequency Event' nationwide on the 21st. Until July 22, customers receive one sticker (e-frequency) online each time they purchase an eligible beverage. Collecting a total of 17 stickers entitles customers to receive a giveaway.

According to Starbucks Coffee Korea on the 25th, on the 21st, the day the e-frequency event began, a customer at a branch near Yeouido Park in Yeongdeungpo-gu, Seoul, ordered a total of 300 drinks and received 17 'Summer Ready Bags' as giveaways. The customer paid approximately 1.3 million KRW for the coffee. The customer drank one cup and left the remaining drinks at the store while taking the 17 giveaway bags. Visitors to the store that day could drink the leftover coffee for free, but about half of the 300 drinks were not consumed that day and were discarded.

There have also been cases where customers bring tumblers to the store, order 17 drinks at once, fill their tumblers with the beverages, and then receive the giveaways. Purchasing 14 of the cheapest eligible drinks, such as espresso and Americano (short size), plus the required 3 designated drinks, costs a minimum of 67,300 KRW to secure the giveaways.

Some consumers appear to spend large sums at once to secure Starbucks Coffee Korea's giveaways out of concern that their preferred specific giveaways might run out early. In fact, last year, among the giveaways given to customers who collected 15 e-frequency stickers, a particular model (gray and yellow striped beach towel) quickly sold out. Because of this, Starbucks Coffee Korea even disclosed the inventory status of giveaways by store through their application.

Starbucks Coffee Korea has stated that they will strive to eradicate the practice of reselling giveaways for profit this year. They explained, "For some stores where the giveaways are sold out on the day, we will restock the giveaways as soon as possible," and added, "To prevent high-priced resales online, we have prepared a sufficient quantity of giveaways this year."

However, the company did not disclose the number of giveaways prepared for each product this year. Starbucks Coffee Korea said, "We will make efforts to uphold the purpose of providing free giveaways to customers who visit steadily about twice a week every month until July."