Starbucks PH joins blind box craze with jeepneys and beach-ready bears

In a nod to collector culture and the ever-expanding allure of surprise-based marketing, Starbucks Philippines has launched a limited-time blind box campaign featuring miniature “Straw Charms” - an initiative aimed at blending beverage sales with the rising appeal of impulse collectables.

From 17 to 19 June, customers who purchased any Grande or Venti-sized blended beverage nationwide were eligible to buy a blind box charm for 95 pesos (US$1.7). Inside: a surprise accessory that attaches to reusable straws - either a characterful summer-themed bear or a vibrant homage to the iconic Filipino jeepney.

The charms, exclusive to the Philippines, were released without prior fanfare, riding the wave of blind box mechanics that have captivated both Gen Z and Millennial consumers across Asia. In this case, the figures range from a bear in pink polka dots gripping a frappuccino to a yellow jeepney rendered in detailed, pop-style precision.

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By leaning into the blind box trend - where the product remains a mystery until purchase - Starbucks is tapping into a consumer behaviour pattern that thrives on curiosity, fear of missing out (FOMO), and repeat visits. These tactics are well known in sectors such as toys, K-pop merchandise, and convenience store collectibles.

The inclusion of the jeepney, in particular, adds a distinctly local twist. Amid globalisation and brand uniformity, Starbucks Philippines is experimenting with grounded cultural symbolism to drive share of heart, not just wallet.

This isn’t Starbucks’ first foray into character-driven marketing campaigns. To celebrate Hello Kitty’s 50th anniversary last year, it partnered with Sanrio to launch limited-edition Hello Kitty-themed beverages - Apple Pie Cream Frappuccino and Red Apple Frozen Tea - alongside drinkware designs and lifestyle accessories.

Inspired by nostalgia, friendship, and the character’s signature apple motif, the campaign blended playful design with sensory storytelling, continuing Starbucks’ pattern of fusing global fandom with branded experiences.

In the Philippines, Starbucks has doubled down on purpose-led marketing with its #StrongLikeCoffee campaign, spotlighting Filipino female artists whose work adorns its stores. More than a celebration of creativity, the initiative is designed to empower women through storytelling and open dialogue.

The campaign complements Starbucks’ ongoing community commitments, including the FoodShare programme aimed at hunger relief, and educational support for youth through its Community Store network.

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