Starbucks and BEAMS redefine everyday style with new collab

Starbucks and Japanese lifestyle retailer BEAMS have partnered to launch an limited-edition collection that blends effortless style with everyday functionality this summer.

Combining both brands’ love for individualism and self-expression, this exclusive, design-driven collection channels youthful exuberance and versatility. It encourages individuals to discover their “to-go style”, allowing them to express their unique personalities wherever they go, from work to play. 

Gladys Chan, director, product and marketing, Starbucks Asia Pacific, told MARKETING-INTERACTIVE that the collection is designed for young professionals, creatives and trendsetters who crave boldly designed items that reflect their unique personalities while also serving a functional purpose. "This collaboration speaks directly to them – fusing style and purpose into everyday essentials that make a statement," she said. 

The collection will be available starting 24 June, with items offered at select Starbucks stores across seven markets in the Asia Pacific region, including Hong Kong, Indonesia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam.

This line-up of drinkware and lifestyle merchandise seeks to encourage individuals to be their most authentic selves and enjoy every day with ease. Celebrating the vibrancy of daily rituals, the partnership infuses Starbucks and BEAMS’ dynamic design language into everyday items to elevate moments across the borderless line of work and life, transforming the ordinary into something expressive. 

Designed for moments of self-expression, the BEAMS + Starbucks collection incorporates beloved colours and elements from both brands in three distinctive designs. For the minimalist, a timeless aesthetic that combines the Starbucks Siren and the orange colour, emblematic of the BEAMS brand.

For those seeking a burst of youthful energy, items adorned with the dynamic palette of both brands in undulating patterns bring bold movement. Finally, for a touch of playfulness, a modern take on traditional pennants, a call back to BEAMS’ collegiate-inspired aesthetics, layered upon Starbucks’ signature green.

From morning coffees to work meetings on the go, this line-up of eight drinkware and lifestyle merchandise has fans covered. The cooler bag and water bottle are perfect companions for leisurely park visits, while the bottle holder adds personality to those with an active lifestyle. For those on the go, the mini pouch offers a stylish way to carry small essentials, and the tumbler keeps coffee within reach for an energising boost. At home, the mug transforms coffee moments into a comforting ritual, bringing warmth and familiarity to every morning. 

For an even more stylish look, customers who deck out in the collection can enjoy exclusive gift-with-purchase or purchase-with-purchase items such as a designed notepad with a pen and collectible Starbucks and BEAMS pins.

Grounded in Starbucks APAC's promise to uplift everyday experiences and create meaningful moments of connection, this campaign has adopted a social-first approach, intentionally designed to connect with younger, digitally engaged audiences across Asia Pacific, according to Chan. The brand will leverage its core platforms, including Facebook, Instagram, and the Starbucks Rewards App, to launch the collection. "By leveraging platforms where our customers are already engaging and expressing themselves, we’re harnessing the power of community to spark conversations, inviting more to 'find my to-go style’," Chan said.

By merging cultural relevance into everyday moments, Chan said this collaboration demonstrates how cross-industry partnerships can spark meaningful customer engagement. "By blending lifestyle design with daily rituals and delivering that through a digitally led campaign, we’re showing how brands can build affinity and extend their reach, creating fresh opportunities to connect with a new group of customers, while staying true to their brand purpose," she added.

Sho Yoshii, producer, BEAMS, said: “We are thrilled to launch the BEAMS + STARBUCKS collection in selected Starbucks stores across APAC this summer, as it’s an exciting opportunity for us to bring the design spirit of BEAMs beyond Japan. At BEAMS, we’re passionate about infusing everything we do with creativity, emotion and a strong sense of self-expression. By partnering with Starbucks, we hope to inspire fans and customers alike, to seek out the endless possibilities in showing their own style and personality – even in the way they enjoy coffee!”

Don’t miss: Starbucks celebrates kindness and community with Peanuts partnership

Back in March, Starbucks partnered with Peanuts to launch a global brand partnership that celebrated kindness, coffee, and community. 

Starting 27 March, Starbucks stores in APAC will introduce an exclusive line of Peanuts-inspired merchandise and beverages, featuring the Peanuts gang, as well as the Snoopy persona, Joe Kind Snoopy, available exclusively at Starbucks.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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