Starbucks Korea launches 'My Star Coffee' campaign with goal of 1 million cups

Starbucks Korea announced Monday that it is launching the "My Star Coffee" campaign, under which the company will credit one additional cup for every coffee a customer purchases each Monday and donate the accumulated cups to neighbors in the local community.

"My Star Coffee" is a customer participation campaign built around the concept of gifting a coffee to one's personal "star" — someone who has been a source of strength. The campaign aims to accumulate a total of 1 million cups. Eligible products are two brewed coffee options: "Today's Coffee" and a brewed coffee made with the season's featured beans.

The accumulated cups will be delivered in turn to care workers, sanitation workers and youth. A program allowing customers to nominate their own "My Star" to receive a coffee directly is also set to launch before the end of the year.

Customers who take part in the campaign will receive a free size upgrade every Monday through Nov. 2. The discount is applied automatically when a customer selects their final drink size upon ordering an eligible coffee.

On Monday afternoon, the campaign's launch day, Starbucks Korea's mobile trailer unit visited the Seoul Metropolitan Junggye Senior Care Facility in Nowon-gu, Seoul, to provide beverages and food to elderly residents and care workers. Next month, the trailer will visit students at vocational high schools and sanitation workers.

"We are launching the 'My Star Coffee' campaign to deliver gratitude and encouragement to the neighbors around us," Starbucks Korea CEO Shin Dong-woo said. "We hope the warmth that begins in Starbucks stores will spread throughout the local community, and we invite everyone to join us."