Starbucks Harnesses K-Pop Fandom for Merchandise Collaboration

One of the biggest trends in fast food and restaurant branding over the last few years has been the phenomenon of celebrity meal deals. Just about every fast food and fast casual restaurant has done some sort of branded partnership with an artist that included a menu item, as well as promotional products.

Starbucks, whose merchandise has shown to be extraordinarily popular and influential all over the world, teamed up with the K-pop girl group BLACKPINK for a special drink and merchandise collaboration.

The line includes 11 drinkware items and six other promotional products, like keychains, a journal, an apron, and a tote bag, all using a pink and black color palette and a graffiti theme.

Credit: Starbucks

"BLACKPINK is synonymous with authenticity that is bold and confident, making them an inspiring force that transcends geographies and cultures," Emmy Kan, senior Vice President of Starbucks Asia Pacific, said in a press release. "We are so thrilled to partner with one of the biggest icons of this generation that aligns with our focus on uplifting customer and fans alike through human connection to create an unforgettable Starbucks Experience."

That is really what this boils down to: an experience.

Starbucks' seasonal cup designs obviously dictate a lot of trends in the promotional drinkware space. But it's the way that the restaurant has created immersive branding experiences across the world that really shows how a successful fast food promotion can go to the next level. People don't just want to go get a coffee and maybe buy a tumbler. They want to take time to take in their surroundings (all of which are part of the branding experience), maybe take a few photos, and take a few items home.

In this instance, the menu item is what gets people in the door, and then they will want to buy things like an apron, a tumbler, or a bag. Being that BLACKPINK has such a big audience and fanbase, Starbucks will get a lot of people who otherwise might not have particularly cared about coffee until now.

Also, it's a good lesson that even though a company like Starbucks is known for drinks, it's a good idea not to limit your customers' possibilities. Adding other items that go beyond coffee makes this a wider reaching promotional campaign.