Used Frequency units sold at 1,000 KRW each
Collect a total of 17 cups and receive a gift
[Asia Economy Reporter Moon Hyewon] "Selling completed Starbucks Frequency (e-sticker)."
Every year-end, Starbucks' diary event gains popularity, and this year as well, buying and selling of frequencies are thriving on secondhand trading platforms.
According to the distribution industry on the 6th, secondhand trading platforms such as Danggeun Market and Bungaejangter are actively trading frequencies that can be exchanged for Starbucks' 2023 diary. The 'Winter e-Frequency Event' conducted by Starbucks Korea requires purchasing a total of 17 beverages, including 3 designated drinks, and collecting frequencies to receive next year's diary.
The price per single frequency traded secondhand is about 1,000 KRW, and the 'completed set' that can be exchanged for a diary is priced diversely from the high 10,000 KRW range to the 20,000 KRW range.
Marking its 20th anniversary this year, Starbucks' diary event was also a key factor in Starbucks' rapid growth in the domestic coffee industry. When the diary is released, so-called 'open run' phenomena occur where people wait in front of stores even before they open, and some customers order dozens of drinks, receive the diary, discard the drinks, and only take the diary, showing its sensational popularity.
Starbucks is known to start planning the next year's diary 9 to 10 months in advance. Since 2014, it has collaborated with the Italian notebook brand Moleskine, and thanks to its sturdy material, Starbucks' unique vivid colors, and simplicity, it is especially popular among female consumers aged 20 to 40.
Every year, Starbucks has held lively events commemorating the diary release by giving various additional gifts, but this year it is proceeding with 'quiet marketing.' This reflects the overall subdued atmosphere in the distribution industry due to the Itaewon tragedy mourning. Moreover, internally, since there was a big controversy after carcinogens were detected in another giveaway item, the 'Summer Carry Bag,' this summer, it is analyzed that Starbucks is being cautious with marketing.
A Starbucks official said, "Since this year marks the 20th anniversary of the diary event, we decided to return to the basics by refraining from giving other giveaways and focusing on the planner (diary) to express our gratitude to consumers."
Meanwhile, this Starbucks Winter e-Frequency Event runs until the 31st of this month, and customers who purchase a total of 17 manufactured beverages, including 3 mission drinks (Toffee Nut Latte, Aurora Chamomile Relaxer, Jeju Kumquat Mint Tea, Oat Cream Scotch Cold Brew, Reserve category manufactured beverages), and complete the e-sticker collection will receive the diary.
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