Starbucks Merchandise Sells for $1,000, Leading to Brawls in the US

Lining Up at Dawn and Store Hopping... "Resale Prices Reach Hundreds of Dollars"
Starbucks: "Sold Out Quickly Due to Higher-Than-Expected Demand"

The 'Bearista Cold Cup,' a limited edition item introduced by Starbucks USA for the year-end season, has become extremely popular locally, leading to shortages. In some stores, scuffles and even physical altercations reportedly broke out among customers eager to purchase the product.

According to the Wall Street Journal (WSJ) on November 8 (local time), Starbucks launched the 'Bearista Cold Cup'-a 20-ounce (about 590 mL) glass cup shaped like a bear wearing a green hat-on November 6. The cup is being sold for $29.95 (approximately 44,000 won).

The 'Bearista Cold Cup' limited edition released by Starbucks USA for the year-end season. Screenshot from YouTube · Starbucks

Immediately after the product's release, consumers began lining up in front of stores from early morning, creating "open run" situations across various locations. Sydney Thomas, a 16-year-old resident of Los Angeles, said, "I woke up at 3 a.m. and visited more than eight stores before finally getting one. It's the cutest cup I've ever seen. I'll use it every day."

In some regions, competition became particularly intense. In a store in New Jersey, customers raised their voices over the cups, while in Houston, a physical fight broke out, prompting a police response. A former barista commented, "There were people waiting under blankets even before the store opened."

As the shortage worsened, resale prices soared in the secondhand market. On platforms such as eBay, the cups have been traded for over $300 (about 440,000 won), and in some listings, prices have reached the $1,000 (about 1.4 million won) range.

As consumer complaints mounted, Starbucks issued an apology, stating, "Some products sold out quickly due to higher-than-expected demand," and added, "We regret not meeting expectations." However, the company also clarified that "there are no plans for additional production or a re-release at this time."

Such merchandise promotions are known to be a key strategy for Starbucks. Analysts point out that the annual buzz surrounding Starbucks merchandise events is due to the 'scarcity' of these goods. The Korean Academic Society of Tourism and Leisure even published a paper titled "The Impact of Starbucks Usage Motivation on Customer Satisfaction and Loyalty" in relation to this phenomenon. According to the paper, the motivations for using Starbucks were, in order: aesthetic factors, conspicuous motivation, utilitarian motivation, and social factors.

Park Eunae, adjunct professor in the Department of Tourism Management at Tongmyong University and author of the paper, explained, "Starbucks merchandise appears to be related to conspicuousness. The fact that sales are high despite low practicality suggests that these items are a kind of luxury good."