Starbucks Summer e-Frequency Event
Connection Chaos as Users Flock Again This Year
Starbucks: "Increased Giveaway Stock by 80%... Redemption Speed Doubled"
Starbucks' annual summer "e-Frequency Event" is once again experiencing a surge in user traffic, leading to connection issues. An "online open run" has been taking place every morning, with users scrambling to reserve giveaway items, and some of the giveaways have already sold out early.
According to the retail industry on July 14, Starbucks has been running the "2025 Summer e-Frequency" event since last month, which will continue until the 20th. Customers who purchase a total of 17 handcrafted beverages, including three mission beverages, can receive one of 10 limited-edition giveaways, such as a multipurpose bag, wide folding chair, or Trenta towel, created in collaboration with Lacoste.
Starbucks holds the Frequency Event twice a year, in summer and winter. In the past, the company offered free beverage coupons, but since 2018, it has gained tremendous popularity by giving away practical summer items that can be used in everyday life.
For example, in 2020, one customer made headlines after ordering 300 drinks (worth 1.3 million won) to receive 17 giveaway items, and then left with only a single iced Americano and the gifts. To prevent open runs, where lines would form before stores opened for the Summer Ready Bag and Summer Chair, Starbucks Korea introduced an online reservation system in 2021.
However, reserving giveaway items through the application (app) remains extremely competitive, akin to "picking stars from the sky." This year as well, various online communities are filled with posts from users sharing their failed attempts to reserve Starbucks Frequency goods. Reviews such as "Failed to reserve Starbucks again," "The vicious cycle has been repeating for a week. I'm stuck in an endless loading loop," and "It feels like pulling a number ticket and waiting in line at an amusement park" are pouring in.
Some consumers have given up on claiming the giveaways and are instead selling their frequencies on secondhand trading apps. Posts selling completed frequencies or individual e-stickers are frequently appearing on Junggonara and Danggeun Market. Some consumers who have successfully received the giveaways are reselling them at high prices.
A Starbucks representative explained, "We increased the quantity of giveaways by 80% compared to last year, but the speed at which giveaways are claimed has more than doubled, resulting in reservations being concentrated on some popular items. We will further refine the process by reflecting various opinions from customers who experience inconvenience with reservations, so that giveaways can be distributed more smoothly in the future."
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