Original Price at 45,000 Won, Resale Prices Soar to 120,000 Won
Only About Five Units Per Store
Reselling Craze and Opening Rush Repeated
Starbucks Korea's limited-edition winter merchandise, the "Bearista Cold Cup," sold out at stores nationwide immediately upon its re-release, fueling a frenzy in the secondhand market. The product, originally priced at 45,000 won, has been traded for as much as 120,000 won on online secondhand platforms, further intensifying the reselling craze.
On December 30, numerous posts offering the "Starbucks Bearista Cold Cup" for sale appeared on online secondhand trading platforms such as Danggeun Market and Bungaejangter. Listings ranged from those advertising unopened, brand-new items to those emphasizing, "I purchased it at open-run," or "Picked up today." Prices varied widely, from 120,000 won to around 80,000 won, excluding shipping costs. Most of these prices are at least 1.5 times the original retail price.
The re-released Bearista Cold Cup is a 591ml glass cup featuring a bear-shaped figure wearing a green furry hat. The set includes the cup, a silicone lid, and a green straw, and is sold for 45,000 won. When Starbucks Korea first introduced this product as a self-planned merchandise (MD) item in the fall of 2023, all available stock sold out, generating significant popularity.
The Bearista Cold Cup being sold at a higher price than the retail price on a secondhand trading platform. Screenshot from Bungaejangter
This level of popularity for the Bearista Cold Cup has already been seen overseas. In November, when the same product was released at Starbucks stores in North America, a "sold-out frenzy" occurred at most locations immediately after opening. With no online sales and limited supply only at physical stores, the product became scarce across the United States, and some locations even saw physical altercations over the item. In Houston, Texas, reports indicated that police were called after early morning disputes among customers.
At that time, the retail price at North American stores was $29.95 (approximately 43,000 won), but on online secondhand platforms such as eBay, the cups were traded for $300 to $500 (about 400,000 to 700,000 won), with some cases reaching as high as $1,400 (about 1.95 million won). Foreign media also reported altercations among customers waiting in line for the open-run at a store in New Jersey.
For this re-release in Korea, sales are also being conducted exclusively at physical stores with no online sales. Starbucks Korea has not disclosed the exact quantity supplied, but it is known that only about five units per store were stocked. A Starbucks representative stated, "As this is a limited-quantity sale, we plan to restock with a second batch after the initial supply sells out."
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