Starbucks Korea Announces Limited-Edition NFTs To Promote Sustainability

This first-of-its-kind initiative for Starbucks in Asia rewards customers with exclusive NFTs for using their own cups when ordering beverages through the Starbucks Siren Order system.

A siren is a type of mermaid that is central to the widely recognized Starbucks logo. The Siren Order system is a form of digital transformation that makes it possible for an in-store Starbucks customer to customize their drink order using the Starbucks app. Once the customer configures their drink in the app, the order details are embedded into a QR code that a barista can scan. Depending on the drink being ordered by the customer, the Siren Order system triggers the automation of certain drink systems that are designed to speed up the time it takes to deliver the drink.

For each purchase, Starlight participants earn Eco Stamps, which can be exchanged for NFTs in three tiers:

• “Basic NFT” for five stamps
• “Creative NFT” for fifteen stamps (limited to 20,000 copies)
• “Artist NFT” for twenty stamps (limited to 1,000 copies)

These NFTs, created in collaboration with local artists and the digital art platform Print Bakery, emphasize sustainable practices and the concept of reusability. Incidentally, the NFT customer loyalty and engagement program – Starbucks Odyssey – that’s operated by Starbucks in the United States refers to the Odyssey NFTs as “stamps.”

"We hope that customers visiting Starbucks will integrate the use of personal cups into their daily lives and enjoy the unique experience of owning their very own NFT,” said Ryan Sohn, CEO of Shinsegae Group (the Starbucks Korea licensee), in an announcement. “Starbucks Korea will continue to introduce a variety of promotions to offer our customers an array of eco-friendly benefits."

The launch is paired with an exhibition at the Starbucks Jongno R store in Seoul, showcasing the NFT artwork and reinforcing Starbucks' commitment to eco-friendliness. For enterprises keeping an eye on what other organizations are doing with blockchain, this NFT program not only uses blockchain to promote environmental sustainability but also demonstrates how blockchain technology can be used to drive customer engagement and loyalty.