Frequency Secondhand Trade to Receive Diary
"Selling completed Starbucks Frequency (e-sticker)"
"Selling 1 frequency mission and 2 regular stickers"
As more people try to collect frequencies to receive the Starbucks planner (diary), sticker trading is thriving. With the winter season approaching, dozens of posts with such titles are uploaded daily on secondhand trading platforms.
On the 7th, posts exchanging and selling Starbucks frequencies were steadily uploaded every 1 to 2 minutes on secondhand trading sites like Junggonara and Danggeun Market. The selling price per frequency sticker is around 1,000 KRW. The "completed set" of 17 stickers that can be exchanged for a diary is sold for prices ranging from the high 10,000 KRW to 20,000 KRW. In the frequency event, mission drinks (seasonal drinks) are marked with a red coffee icon and called "Red-i," while regular drinks have green stickers starting this year and are called "Green-i."
The Starbucks frequency event is a customer appreciation event that has continued for 20 years since 2003. Every summer and winter, customers who purchase drinks during a set period receive gifts. The "Winter e-Frequency Event," which started on the 15th of last month, gives customers who purchase a total of 17 manufactured drinks including 3 mission drinks and collect all frequency stickers a planner for the next year.
Starbucks raised the prices of 46 types of drinks in January this year. Although drink prices increased by 100 to 400 KRW at the beginning of the year, consumers continue to purchase drinks without much concern. The price of an Americano (tall size) rose from 4,100 KRW to 4,500 KRW, a 400 KRW increase. The mission drinks that earn red stickers start at a minimum price of 6,100 KRW this year.
The year-end diary event has become an annual craze and a regular event in the industry. When the diary is released, a so-called "open run" phenomenon occurs where people wait in front of the store even before it opens. The event became wildly popular to the extent that some customers order dozens of drinks, receive the diary, discard the drinks, and only take the diary.
In contrast, this year the event is being conducted as a "quiet marketing" campaign. This reflects the subdued atmosphere across the distribution industry following the Itaewon tragedy. Additionally, since the "Summer Carry Bag," another giveaway item from last summer, caused a major controversy due to the detection of carcinogens, Starbucks is reportedly being cautious with its marketing.
Last year, Starbucks diversified items including diaries, blankets, and analog clocks. However, this year they decided to focus solely on the diary. A Starbucks representative said, "This year marks the 20th anniversary of the Starbucks planner. In that spirit, we are focusing on the planner to express our gratitude to consumers by returning to our original intention."
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