Starbucks and Hello Kitty celebrate togetherness with new collection

Starbucks and Sanrio have partnered to celebrate Hello Kitty’s 50th anniversary by offering exclusive limited-edition merchandise and apple-based beverages in 13 markets across the APAC region.

This is Starbucks' first-ever collaboration with the iconic Hello Kitty, celebrating her golden anniversary with a whimsical Starbucks Experience across 13 markets in Asia Pacific, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Taiwan, South Korea, the Philippines, Australia, New Zealand, India, Cambodia and Brunei. 

Rooted in Starbucks' shared values of fostering human connections and bringing people together, the collection aims to fuse nostalgia with novelty, inviting everyone to stay "Together in fun forever", said a spokesperson from Starbucks when MARKETING-INTERACTIVE reached out.  

Launching on 10 September, the exclusive collection features seven drinkware items, six lifestyle accessories, and Hello Kitty-inspired apple treats, all crafted to bring warmth and comfort to fans of all ages. The partnership also aims to capture hearts and imaginations with an enduring message of joy, friendship, and togetherness.

The collection captures the essence of friendship, infused with the red and green colours of Hello Kitty and Starbucks. Customers can take their pick from seven different styles of ceramic mugs, water bottles and stainless-steel tumblers. The curated collection also includes an apron, a phone charm and a lanyard to add a touch of Hello Kitty charm to everyday essentials. 

Targeting Hello Kitty enthusiasts, Sanrio fans, and Starbucks customers who cherish community and togetherness, the collaboration exemplifies how Starbucks continually reimagines the Starbucks Experience to deepen customer engagement, drawing on its deep understanding of the pop culture trends that have captured their hearts and minds, added the spokesperson.

"13 markets across Asia Pacific will be leveraging this partnership to deliver immersive experiences and deepen customer engagement, underscoring significant excitement and enthusiasm for this collaboration," said the spokesperson.

As part of the partnership, Starbucks is also launching two new handcrafted beverages inspired by Hello Kitty's cosy world, including Apple Pie Cream Frappuccino® Blended Beverage and Red Apple Frozen Tea, alongside a collection of playful drinkware and lifestyle accessories.

For the first time in Asia Pacific, Starbucks will also introduce four blind box collectibles available exclusively in Malaysia, Singapore and Taiwan. These blind boxes feature tiny cup clips of Hello Kitty and her little teddy bear friend Tiny Chum, designed to add a touch of delight and playfulness to every sip.

Samuel Fung, vice president, Product and Marketing, Starbucks APAC, said: “The Hello Kitty | Starbucks collection perfectly embodies our shared values of fostering human connections and bringing people together. By evoking nostalgia with a touch of joy and playfulness, we hope the new Starbucks experience will captivate Hello Kitty and Sanrio fans in APAC, enticing them to share these moments with the special people in their lives." 

Don’t miss: Starbucks and New Era celebrate individuality with new collection

Back in August, Starbucks teamed up with international street and lifestyle brand New Era to celebrate individuality with a limited-edition Starbucks x New Era collection.  

Celebrating individuality, style and coffee, this collaboration, also known as the #BlendforCulture campaign, blends two cultures to bring out bold attitudes and unique stories, elevating the daily cup of coffee into a moment of fashionable self-expression. 

Related articles:

Starbucks and Miffy unveil co-branded merchandise for Hongkongers
Starbucks and New Era celebrate individuality with new collection
Starbucks China partners with YONEX to unveil co-branded rackets