[Report] Starbucks Americano 2500 Won Event Causes 'Bustling Crowd'

Limited from 2 PM to 5 PM daily, June 22-24
Celebrating 10 million Reward Members
Prices from 1999 unchanged... Some stores excluded

On the 22nd, at a Starbucks store in Eunpyeong-gu, Seoul, customers lined up as the 'Back to 1999' event began, offering Tall size Americano for 2,500 won from that day until the 24th.
Photo by Moon Hyewon, Asia Economy

Starting from the 22nd, Starbucks began a promotion selling Tall-sized Americanos for 2,500 won, drawing customers to Starbucks stores nationwide.

From the 22nd to the 24th, Starbucks is holding a customer appreciation event called "Back to 1999," during which Tall-sized Americanos (hot or iced) are sold for 2,500 won between 2 PM and 5 PM for three hours each day.

This event was organized to celebrate the Starbucks Rewards loyalty program surpassing 10 million members. This means that one in every five people in South Korea has joined Starbucks Rewards. The Americano Tall size is being sold at the same price as when the first domestic store, Ewha Womans University branch, opened in 1999.

At a store in Eunpyeong-gu, Seoul, customers began lining up around 1:55 PM. Various customers were seen, including office workers from nearby companies, housewives taking care of children, young-looking university students, and small groups of hikers.

Some customers visited the store early to reserve seats and waited before joining the queue. Right after the event started, orders piled up, causing wait times of about 15 to 20 minutes.

The purchase limit was four cups per receipt per day, and customers bringing personal tumblers were occasionally spotted.

A customer in their 40s who visited with young children, Mr. A, said, "I usually like Starbucks coffee, and I thought this was a fun event, so I came. The waiting line and wait time were shorter than expected, so I was able to order and enjoy my coffee comfortably."

However, some customers did not notice the event itself because the customer information signs were too small.

Also, nearby Starbucks stores are surrounded by low-priced coffee shops like Compose Coffee and Mega Coffee, selling Americanos for 1,500 to 2,000 won, which caused some customer dispersion.

Starbucks stated that they chose the relatively relaxed event hours from 2 PM to 5 PM out of concern for safety issues or excessively long wait times if too many customers gathered at once.

Meanwhile, this event is only available when ordering directly from partners inside the store. It does not apply to Siren Orders, drive-thru zones, or delivery orders. Additionally, eight stores, including Yeoksam E-Mart branch, Daechi Jaegyeong Building B1 branch, Majang Rest Area branch, and five airport locations, are excluded from this event. Customers can choose any coffee beans, including Blonde or Decaf, without extra charges, and if ordering with a personal reusable cup, they can receive the usual 400 won discount or eco-star rewards.