Mofusand pounces back into Starbucks with a local twist

Starbucks Singapore is bringing Japanese character Mofusand back for a second collaboration, this time rolling out a new range of Singapore-exclusive collectables as it looks to tap into the appeal of character merchandise and collectable culture.

Launching on 25 August, the "Mofusand x Starbucks" collection sees the character's ginger and grey cats reimagined with elements associated with the coffee chain. The range includes wristlet pouches, plush keychains, a ceramic mug, stainless steel tumbler and water bottle, alongside a set of blind box keychains.

The return follows what Starbucks described as an "overwhelming response" to its first Mofusand collaboration last year. In conversation with MARKETING-INTERACTIVE, Ruth Yam, head of commercial at Starbucks Singapore, said the response showed the brand how strongly playful, character-driven stories resonated with its community.

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As Starbucks marks 30 years in Singapore this year, Yam said bringing back the collaboration also offered a way for the brand to celebrate the connections and traditions it has built with customers over the years.

"For this second collaboration, we wanted to build on what customers loved about the first launch while introducing new reasons to engage through all-new Singapore-exclusive collectibles, fresh merchandise designs and exclusive Starbucks Rewards experiences," she added.

Mofusand was created by Japanese illustrator Juno and is known for depicting cats in quirky costumes and everyday situations. According to Starbucks, the latest collection brings the characters into consumers' everyday coffee routines.

The collection will be available across Starbucks stores in Singapore from 25 August, as well as through the Starbucks online store and LazMall and ShopeeMall. Starbucks is also extending the collaboration beyond its stores and merchandise channels with a delivery-exclusive mechanic.

According to Yam, local exclusivity plays an important role in creating relevance and a sense of connection among Starbucks' Singapore customers, with the brand seeing strong engagement around merchandise that can only be found in the market.

Exclusive collections also introduce an element of discovery and collectability, she explained, with products becoming keepsakes that customers can collect, gift or carry with them.

"These unique elements help generate anticipation, encourage repeat engagement and give customers another reason to participate in the collaboration," said Yam, adding that local exclusives also allow Starbucks to create experiences that feel uniquely Singaporean.

Meanwhile, Starbucks Rewards is being folded into the launch with an early member-exclusive offering. From 21 August, Rewards members can purchase an online bundle featuring a limited-edition Mofusand glass cold cup and a pack of drink vouchers.

The voucher pack includes two buy-one-get-one Venti drink vouchers and two complimentary Grande drink vouchers, with the bundle available exclusively through Starbucks' online store while stocks last.

The different channels form part of Starbucks' strategy to turn the collaboration into an experience spanning multiple customer touchpoints rather than a single retail launch, said Yam.

"Customers today engage with Starbucks in many different ways, whether they are visiting our coffeehouses, shopping online, ordering through delivery platforms or interacting with us through Starbucks Rewards," she said.

From delivery-exclusive gifts with purchase to member-only Starbucks Rewards offers, each channel is intended to give customers a different way to discover and interact with the collection, allowing Starbucks to "meet customers where they already are", Yam added.

Beyond the immediate product drop, Starbucks is also seeing collectable formats become a way to connect with younger consumers. Yam said the brand has observed growing interest in blind boxes, limited-edition merchandise and character collaborations, particularly among younger audiences drawn to their elements of discovery, collectability and self-expression.

The formats are also creating communities around shared interests, with Starbucks seeing customers return to complete collections, share their finds on social media and interact with other fans both online and in stores.

"As Starbucks evolves alongside new generations of customers, these formats allow us to connect with younger consumers on their own terms, giving them a fun, accessible entry point to engage with Starbucks and build deeper connections with the brand," said Yam.

Character and IP collaborations more broadly have become an extension of the Starbucks experience, according to Yam, allowing the brand to tap into cultural conversations, fandoms and communities beyond its core beverages and food offerings.

This has included Starbucks' recent collaboration with POP MART to mark MOLLY's 20th anniversary. The Asia Pacific-exclusive tie-up spanned eight markets including Hong Kong, Singapore, Malaysia, Indonesia, Thailand, China, Australia and the Philippines, bringing the character across Starbucks merchandise and coffeehouse experiences.

Yam said collaborations such as Mofusand and MOLLY help extend the Starbucks experience beyond its coffeehouses through merchandise, collectables and digital engagement, while giving consumers fresh reasons to interact with the brand.

As Starbucks celebrates three decades in Singapore, she added that such collaborations will remain an important way for the brand to stay relevant, evolve alongside its customers and create experiences that resonate across different communities and generations.

The Mofusand launch also comes as Starbucks builds out other initiatives around its 30th anniversary in Singapore. In July, the coffee chain launched "Slowdown hours", a weekly activation designed to turn Wednesday afternoons into a recurring ritual for customers.

Running every Wednesday from 3pm to 4pm across more than 120 Starbucks stores until the end of the year, "Slowdown hours" was designed as a recurring occasion rather than a one-off campaign, with Starbucks aiming to make the initiative a familiar part of customers' weekly routines.

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