Starbucks celebrates coffee culture and community spirit with HK pop-up

In celebration of its 25th anniversary in Hong Kong, Starbucks is transforming local mall Cityplaza into a joyful celebration of coffee culture and community spirit – all with a unique Hong Kong twist. 

Available until 31 August, the “25 years of brewing joy” exhibition is a collaboration with PR agency Edelman, inviting customers to relive meaningful memories and create new ones – with every cup and every sip.

A spokesperson from Starbucks told MARKETING-INTERACTIVE that the exhibition is designed for Starbucks enthusiasts and coffee lovers in Hong Kong and Macau, as well as tourists from the Greater Bay Area who cherish meaningful connections over coffee. It also appeals to local families and friends seeking joyful quality time together this summer through immersive experiences and nostalgic storytelling.

Visitors can browse a curated selection of coffee beans, tumblers, mugs and limited-edition Cantonese opera-themed Starbucks bearista at the pop-up store, as well as and the exclusive Starbucks x MONOPOLY collector edition board game.

They can also sip and savour the Starbuck Blonde Espresso Roast at the brand's sampling booth and grab a free upsize coupon for “Espresso and Coffee” handcrafted beverage upon choosing Blonde Espresso Roast at the pop-up store. 

Consumers can also trace every Starbucks' iconic moment from its 25 years in Hong Kong at the "Seed to cup tunnel" – from handpicked coffee cherries to roasted beans and brewed cups in consumers' hands. "Every cup is a celebration of coffee and community, connecting customers to the coffee origins with warmth and heart," said the company. 

Beyond coffee tasting, Starbucks also inspires everyone to unleash their inner artists and turn a Starbucks cup into a canvas of creativity. Visitors can fill it with joyful memories, playful messages, or whimsical doodles for Starbucks partners. Selected creations will be featured on a giant coffee cup towering over two metres.

The collection of 25 Bearistas, handcrafted by local artist Zoe Siu, was inspired by local culture, from wet markets to Cantonese opera and classic red-white-blue nylon bag. Each Bearista is a mini tribute to the city’s vibrant spirit and together, they tell heartfelt stories of how Starbucks has grown alongside the community, one cup and one memory at a time.

Throughout the exhibition, interactive zones offer photo-worthy moments and a nostalgic throwback. Visitors can discover vintage tiles and lighting from retired Starbucks stores that capture the charm of past days.

To engage with audiences, visitors who complete a stamp card with five stamps can unveil the full picture of the world's first Starbucks and receive a gift.

The campaign is supported by a mix of channels, including earned media exposure, owned social media, digital platforms, and influencer engagement, according to the spokesperson. It has leveraged nostalgia, local artistry, and interactive engagement to deepen emotional connection and brand loyalty with community, while also employing local-themed checkpoints such as Bearista installations and photo booths to create “Instagrammable” moments that enhance visitor experience and social media sharing.

Alan Chan, general manager, Starbucks Hong Kong and Macau, said: "We’re delighted to welcome everyone back to Starbucks to relive cherished memories and celebrate our 25-year journey together. It’s a wonderful time to enjoy meaningful coffee moments with your family and friends, and immerse yourself in the joy of the Starbucks '25 years of brewing joy' exhibition'."

Don't miss: Starbucks celebrates 25 years in HK with exclusive MONOPOLY board game

Most recently, Starbucks partnered with the iconic board game MONOPOLY to unveil a co-branded collector's edition board game for residents in Hong Kong and Macau.

Inspired by the timeless fun of MONOPOLY and infused with the rich heritage of Starbucks in Hong Kong, the board game aims to be more than just a game; it serves as a tribute to the connection, joy, and community that Starbucks has built in Hong Kong over the past 25 years.

A spokesperson from Starbucks told MARKETING-INTERACTIVE that MONOPOLY is a timeless classic that brings people together through joy and fun - an idea that aligns perfectly with the brand’s vision of connection and community, offering a playful and nostalgic way to celebrate Starbucks' 25-year journey in Hong Kong while reimagining the experience through a local lens.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

Starbucks and Microsoft partner to give venue tech a boost
Starbucks brews nostalgia and pride for national day