Collaboration with Lacoste... Limited-Edition Goods See Resale Prices Surge
500-1,000 Won Becomes 3,000-4,500 Won on Danggeun Market
'General 3,000 won, Mission 4,500 won' 'Completed Frequency Set 60,000 won'.
The limited-edition goods promotion launched by Starbucks in collaboration with the sports brand Lacoste has become explosively popular, causing the resale prices of e-Frequency (goods exchange stickers) to skyrocket.
The Starbucks Frequency event is a customer appreciation program that has been held since 2003, marking its 19th year. Every summer and winter, during a designated period, customers who purchase beverages are given gifts. To receive each giveaway, customers must complete an e-Frequency by purchasing a total of 17 handcrafted beverages, including 3 mission beverages, after which they can reserve the gifts on a first-come, first-served basis by date.
This time, the e-Frequency giveaways were prepared in collaboration with the French fashion sports brand Lacoste. The giveaways?'Wide Folding Chair,' 'Wide Folding Chair Side Pocket,' 'Multiple Bag,' and 'Trenta Towel'?feature the signature green color representing both brands, with a terracotta accent that reflects Lacoste's French tennis heritage. Thanks to the high quality of these items, which evoke the image of a tennis court, the event has become a hot topic since its launch.
In particular, since e-Frequency giveaways are quickly depleted every time, the reality of a 'goods frenzy' is already materializing, as resale prices are soaring. In fact, on May 30, related sales posts have been continuously uploaded on the secondhand trading platform Danggeun Market. The price per item is even reaching new record highs every day.
Originally, the price per Frequency, including mission beverages, was around 500 to 1,000 won. However, on secondhand trading sites, the Frequency for general beverages is now being offered at around 3,000 won, and for mission beverages, prices have even reached the 4,500 won range. Considering that the regular price of a Starbucks Americano Tall size is 4,700 won, this year's Frequency resale prices have formed at a high level, nearly matching the price of the beverage itself.
Purchase requests are also being posted daily. On this day, a prepayment purchase post titled "I'll pay first. Buying Starbucks Frequency" was uploaded on Danggeun Market. The author of the post offered "General 3,300 won, Mission 4,500 won" per Frequency, stating, "I'll buy all available quantities regardless of amount. I'll pay first and then receive the Frequency."
Despite the high prices, transactions are actively taking place. Currently, the majority of posts are marked as 'transaction completed.' As a result, some are already voicing concerns about goods hoarding. There are worries that some opportunists are stockpiling goods at the beginning of the event and then reselling them at inflated prices. Meanwhile, the Starbucks event for these goods will run until July 20. If the quantity of goods for sale is sold out, no additional production will occur, meaning that even if customers accumulate Frequencies, they will not be able to receive the goods.
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