Move over, Pumpkin Spice Frappuccino.
For a limited time this summer, Starbucks Coffee Japan will debut 47 new Frappuccino drinks, one for each prefecture, made with local ingredients such as Hyuganatsu citrus and Kakinotane rice confectionery.
The Seattle-based coffee chain unveiled its lineup of photogenic frozen drinks, each sold in its corresponding prefecture, to celebrate the 25th anniversary of its first foray into Japan.
Starbucks baristas across the country came up with ideas for the ingredients, presentation and naming of each prefecture’s drink.
By using local products in Starbucks’ signature beverage, the company said it hopes to strengthen its ties with local communities.
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In the past two-and-a-half decades, Starbucks Japan has grown from a single store in Ginza to 1,600 outposts across the nation, serving over five million customers a week, according to the coffee giant. Now, Starbucks is launching a three-pronged celebration as part of the its 25th anniversary in Japan, centered around “the power of coffee and connection.”
The first phase includes a limited edition merch collection rife with timely branding and crowdsourced smile-centric marketing campaign, coinciding with a video dubbed “#2525 (“ニコニコ,” both “25” and Japanese slang for “smile”) Replay” that explores the company’s Japanese legacy.
Next, the company will roll out other measures that promise to foster community across all of Japan’s 47 prefectures, perhaps hinting at campaigns that align with local chains. Starbucks Japan’s final 25th anniversary endeavor will include a push to demonstrate the eco-conscious actions the company is
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