Why Starbucks Singapore is dressing up its Bearista in a Kebaya

As global brands lean harder on culture-led storytelling, Starbucks Singapore is turning to local heritage to create relevance through its Peranakan collection.

The collection pairs a ceramic mug decorated with intricate Peranakan tile-inspired patterns with a Bearista plush keychain dressed in traditional attire. Starbucks unveiled the line on Instagram with a simple nod: “A celebration of colour, craft and culture.” Beyond the visuals, the collection signals a larger ambition to bring Singapore’s cultural identity into everyday moments outside the coffeehouse.

Ruth Yam, head of commercial at Starbucks Singapore, said the idea came from a broader goal to celebrate the communities, craft, and stories that shape the market where the brand operates.

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“As a brand rooted in human connection and storytelling, our merchandise is designed to extend the Starbucks experience beyond the coffeehouse. It creates small, tangible touchpoints that help people feel connected to place and to one another,” she told MARKETING-INTERACTIVE.

The Peranakan collection aligns with Starbucks’ wider localisation strategy, where culturally inspired merchandise strengthens emotional resonance with audiences. Yam highlighted the brand’s "Global discovery series", which has become a popular travel keepsake, as an example of merchandise that blends cultural storytelling with collectibility.

For tourists, the collection offers a meaningful memento of Singapore. For locals, it is something familiar yet celebratory. It can be used daily, gifted, or collected as an expression of cultural pride. In both cases, the merchandise turns everyday moments such as a morning coffee or a social media scroll into small rituals of connection and identity.

The timing is deliberate. Heritage continues to shape modern Singaporean identity, and Peranakan culture remains a visible thread in local creative expression. Starbucks has drawn on this influence before, including a 2023 collaboration with The Intan, and the new collection builds on that journey by showcasing craft, colour, and storytelling that feel contemporary while remaining authentic.

"With this collection, we felt this was a meaningful moment to spotlight and continue that journey by honouring the Peranakan heritage while celebrating the craftsmanship, colour, and storytelling that continue to inspire modern Singapore," said Yam. 

Customer behaviour also informed the collection. Starbucks has observed that Singapore consumers gravitate toward merchandise reflecting local identity, especially when designs balance meaning with practicality. Vibrant patterns and heritage-inspired motifs have consistently resonated, guiding the brand to create pieces that feel authentic while suitable for everyday use.

Beyond aesthetics, collectibles have become social connectors. Merchandise drops and cultural collaborations spark conversation online and offline, creating shared experiences across generations of Starbucks fans. 

Starbucks is careful not to treat the Peranakan collection as a standalone campaign. The story is integrated into ongoing touchpoints, including in-store storytelling and digital content, making the cultural inspiration accessible, relatable, and part of daily life.

The Peranakan collection is part of a broader pattern in how Starbucks Singapore approaches localisation and culturally inspired merchandise. The brand’s 2026 Lunar New Year lineup shows a similar philosophy, extending festive celebrations beyond the coffeehouse and into customers’ homes. From pony-themed mugs and tumblers to a festive Bearista plush, the seasonal offerings translate cultural symbols and narratives into everyday touchpoints that foster shared experiences and community among Singapore consumers.

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