Starbucks brews nostalgia and pride for national day

Starbucks Singapore is tapping into national pride and nostalgia with a multi-layered campaign celebrating the country’s 60th birthday. The “Shiok together” initiative brings together local flavours, childhood memories, and creative partnerships with homegrown brands, reinforcing Starbucks’ position as a culturally attuned lifestyle brand.

Aligned with the SG60 theme of “Celebrating together, building our Singapore together,” Starbucks aims to connect Singaporeans through familiar tastes, icons, and stories that shape the city-state’s unique identity.

At the heart of the campaign is a limited-edition collaboration with local lifestyle label Inwarmregard, whose whimsical, heartfelt illustrations reimagine Starbucks as it might have appeared 60 years ago — nestled in a traditional two-storey shophouse featuring green metal grilles, vintage signboards and “bearistas” across generations engaging in daily rituals. The collection includes T-shirts, tote bags, and socks inspired by childhood memories and iconic local motifs.

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Joining the line-up is Singapore-based design brand Wheniwasfour, known for injecting nostalgia with a modern twist. Its “Local destination” range features mugs, tumblers, and totes adorned with vibrant patterns celebrating iconic landmarks and cultural quirks, available both in-store and online.

Starbucks also leaned into retro play with limited-edition sets of classic childhood games such as five stones and snakes and ladders. The games are offered as purchase-with-purchase items from 23 July.

On the menu front, Starbucks makes a bold move by permanently adding the “Shiok-ah-ccino yuan yang coffee frappuccino”, a Singapore-exclusive that blends Starbucks coffee, hojicha, creamy milk and java chips. This modern twist on the beloved local yuan yang beverage nods to Singapore’s rich kopi culture and adds a fresh flavour offering. To celebrate the 30th anniversary of the frappuccino, the campaign also features the vibrant “Birthday confetti ube cream Frappuccino” with playful purple hues and festive toppings.

To amplify excitement, Starbucks offers a free “shiok” lanyard cup sleeve which doubles as a phone strap, available in stores while stocks last, tapping into the collectible trend and creating a tangible brand touchpoint.

The “Shiok feast” menu returns with local-inspired food items such as laksa (spicy noodles) mac and cheese, butter chicken prata (flatbread) pie, nasi lemak (coconut rice) wrap, and gem icing cookies. Each of which are topped with limited-edition SG60 bearista chocolates to add a patriotic flair. The beloved Merlion-themed bearista plush toys and themed cookies also make a comeback, catering to Starbucks’ loyal collector community.

Rounding out the campaign are targeted promotions where Starbucks Rewards members receive a free coffee charm blind bag with every star redemption starting 14 July, featuring eight exclusive designs to collect.

Meanwhile, a sustainability-driven BYOT (bring-your-own-tumbler) discount runs through 31 August, appealing to eco-conscious consumers while encouraging repeat visits.

Starbucks isn’t the only brand marking the milestone year. Caltex recently launched SG60 picnic sets as part of its National Day campaign, which aims to encourage Singaporeans to enjoy the season with their loved ones while exploring scenic picnic spots around the island.

FairPrice Group has also joined the SG60 celebration, rolling out limited-edition potato chip flavours, kopi (coffee), laksa (spicy noodles) and black pepper crab, under its housebrand labels in a cheeky nod to local tastes.

Meanwhile, adidas has teamed up with MILO for the drink’s 75th anniversary in Singapore. The “Fuelling goodness” campaign features co-branded T-shirts, charms, pins and sachet kits, tapping into nostalgic memories and everyday Singlish quirks.

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