49% Increase in Personal Cup Usage Over 2 Weeks Linked to NFT
Certification Benefits for Voluntary Eco-Friendly Participation
Starbucks Korea announced on the 1st that through the ongoing NFT (Non-Fungible Token) eco project aimed at promoting the use of personal reusable cups, the use of disposable cups has been reduced by up to 600,000 over the past two weeks.
From the project start date on the 16th of last month to the 29th, orders selecting personal cups via Siren Order increased by 49% compared to the same period last year, and the total number of personal cup uses, including both Siren Order and face-to-face orders, also rose by 32%.
The NFT eco project rewards Starbucks Rewards members who use personal cups when ordering beverages through Siren Order by giving one eco stamp per receipt. Upon completing eco stamp accumulation missions, members receive a Starbucks NFT. Eco stamps can be collected up to three per day and can be exchanged for NFTs once a set number is reached. Over 600,000 eco stamps were issued during the two-week period, with approximately 260,000 Starbucks Rewards members participating.
Starbucks NFTs in Korea are issued not as payment or investment tools but as digital art concepts that provide benefits certifying the achievement of project goals to customers voluntarily participating in eco-friendly activities in daily life. For this reason, functions such as gifting, selling, or trading are restricted, and to encourage more customers to join sustainable activities with Starbucks, only one NFT can be issued per account.
A Starbucks representative stated, "We are conducting various customer participation activities to reduce disposable cup use and encourage reusable cups, offering benefits such as a 400 won discount or star rewards when using personal cups." They added, "The number of personal reusable cup uses has been rapidly increasing every year, with last year’s usage reaching 29.4 million times, setting a new record."
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