Starbucks HK teams up with Kuromi for a whimsical coffeehouse adventure

Starbucks Hong Kong has partnered with Sanrio this October to bring the beloved characters KUROMI and her best friend BAKU to life in a playful collaboration that blends coffee, charm, and fun.

Known for her mischievous personality, KUROMI is always ready to have fun, while BAKU brings calm vibes to the mix. Together, they step into Starbucks, donning the signature green aprons, to create joyful moments for fans in Hong Kong, Macau and online stores.

A spokesperson from Starbucks told MARKETING-INTERACTIVE that the collaboration blends the beloved characters’ unique personalities with Starbucks' signature coffeehouse culture, designed to surprise and delight both loyal Starbucks fans and Sanrio enthusiasts, offering a fresh, imaginative twist to everyday coffee moments.

The collaboration also appeals to collectors and families seeking joyful experiences and quality moments together—whether they are longtime Starbucks customers or new visitors drawn by the KUROMI and BAKU partnership.

Starting 21 October, customers can explore the exclusive line of KUROMI + Starbucks merchandise collection featuring seven items — from glass and tumblers to card case and plushies. Each piece carries KUROMI’s cheeky charm and BAKU’s dreamy energy, adding a sprinkle of fun to everyday coffee moments. 

Further delighting super fans, selected Starbucks stores will bring KUROMI’s cozy coffeehouse to life on 16, 23 and 30 November. Fans who purchase over HK$680 of admission pass online will receive an invitation to an exclusive meet and greet with KUROMI, enjoying special photo opportunities and curated gifts from KUROMI and Starbucks — including an instant photo, redemption coupons for a beverage and food, and an exclusive KUROMI + Starbucks two-tier high tea stand. A KUROMI + Starbucks 12oz clear double wall glass will also be available exclusively for purchase in-store during the meet and greet.

With exclusive merchandise and interactive meet and greet events, the campaign has invites everyone to celebrate creativity, connection, and the delight of sharing memorable coffee moments, said the spokesperson. 

The campaign has leveraged a multi-channel approach – combining in-store displays, exclusive merchandise and interactive experiences of the KUROMI meet and greet with exclusive gifts and photo opportunities for fans – with earned media and influencer engagement to surprise and delight. Each touchpoint is designed to immerse customers in the whimsical world of KUROMI and BAKU at Starbucks, adding a sprinkle of fun to everyday coffee moments.

According to the spokesperson, Starbucks Hong Kong has taken a holistic approach to partnerships, ensuring that every collaboration aligns with the brand's mission to create meaningful connections and elevate the Starbucks Experience for customers. "By partnering with brands and IPs that share its values of creativity and customer delight such as BEAMS, PEANUTS and beyond, we bring fresh and engaging experiences to customers."

Alan Chan, general manager, Starbucks Hong Kong and Macau, said: “We’re excited to welcome KUROMI and BAKU into the Starbucks Coffeehouse, bringing a new sense of playfulness and creativity to our stores across Hong Kong and Macau. This collaboration is all about sparking joy and creating memorable moments for our customers – whether they’re long-time Starbucks fans or discovering the magic of KUROMI for the first time.”

“We invite everyone to join us in stores to experience this whimsical coffeehouse adventure, share laughter with loved ones, and celebrate the delight that comes with every cup,” Chan added. 

Don’t miss: Starbucks celebrates coffee culture and community spirit with HK pop-up

Back in August, Starbucks transformed local mall Cityplaza into a joyful celebration of coffee culture and community spirit – all with a unique Hong Kong twist to celebrate its 25th anniversary in Hong Kong.

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.

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.

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