Starbucks Launches Exclusive New Year’s Collection on 29CM, Targeting Customers in Their 20s and 30s

Benefits on Tumblers, Mugs, and Keychains Celebrating the Year of the Red Horse
Capturing the Tastes and Trends of Fashion-Loving Customers in Their 20s and 30s

Starbucks announced on December 26 that it will open a Starbucks Brand Store on the online select shop 29CM on December 29, launching its New Year’s collection of goods exclusively on 29CM for the first time.

Starbucks plans to introduce a variety of lifestyle products tailored to the tastes and trends of customers in their 20s and 30s who frequent fashion platforms, while continuously expanding touchpoints to strengthen the brand experience. This marks the company’s third entry into a fashion platform this year, following W Concept and Musinsa.

To celebrate its launch on the new platform, Starbucks will hold an exclusive event on 29CM from 10 a.m. on December 29 until January 4, 2026, unveiling its New Year’s collection of goods for the first time. Through this event, Starbucks will pre-release nine types of “Happy Pony Farm” goods-mugs, tumblers, plush toys, and keychains-designed around the Shetland pony, symbolizing the Year of the Red Horse, exclusively on 29CM among Starbucks’ online stores. These New Year’s goods are part of Starbucks’ global collection themed on the twelve zodiac animals, and for the first time ever, they will be released first in Korea before anywhere else in the world. In Korea, they will be available exclusively through online sales.

The Baby Pony Demi Mug 89mL is a small-sized mug intricately designed with a Shetland pony motif, which can also be used as a decorative object or to hold accessories and other small items. Additionally, Starbucks will launch the Baby Pony Bearista Keychain, a fashion item that allows customers to personalize their bags or pouches, along with a variety of tumblers and cold cups in different sizes to suit various needs.

To commemorate the exclusive launch, Starbucks will offer a 5% discount on single Happy Pony Farm goods and a 10% discount on sets. Furthermore, every customer who purchases a Happy Pony Farm item will receive one Starbucks eco tumbler coupon for each item purchased.

In addition, until January 4, 2026, every customer who purchases an item from the Starbucks Brand Store will receive one Red Ribbon Reusable Bag per order. Customers who visit the Starbucks Brand Store can also download a 5% discount coupon, valid exclusively at the Starbucks Brand Store on 29CM until January 4, 2026.