Starbucks Korea Surpasses 200 Million Reusable Cup Uses, Driving Sustainability Efforts
A new initiative by Starbucks Korea is gaining traction as the company announced on December 10th that customers have collectively used personal reusable cups over 200 million times in the past 18 years. This milestone underscores a growing commitment to environmental responsibility and customer engagement within the South Korean market.
A Growing Trend in Reusable Cup Adoption
Since initiating the tracking of personal cup usage in 2007, Starbucks Korea has witnessed a steady increase in participation. Through November of this year, the total number of cumulative uses reached 206.8 million, representing an estimated 90 billion won in benefits provided to customers. Notably, 2023 has seen record-breaking adoption, with 32.25 million personal cup uses recorded between January and November – the highest figure for the same period to date. The company first surpassed 100 million cumulative uses in 2022, adding another 100 million in just three years, demonstrating accelerating momentum.
Reducing Waste, One Cup at a Time
Starbucks Korea emphasized that the 200 million personal cup uses translate directly to a reduction of 200 million disposable cups. To illustrate the scale of this impact, the company calculated that stacking these saved disposable ice tall size cups end-to-end would stretch approximately 21,000 kilometers. This distance is equivalent to 26 round trips between Seoul and Busan, or roughly halfway around the world.
Incentivizing Sustainability with Rewards and Convenience
To celebrate this achievement, Starbucks Korea is offering a promotional event from December 10th to 19th. Customers can redeem 10 stars through the Siren Order app for free coupons redeemable for any manufactured beverage when using a personal cup. Beyond this limited-time offer, Starbucks is bolstering its long-term commitment to sustainability through ongoing rewards programs and infrastructure improvements.
From July to December, the 100 customers who accumulate the most “Eco Stars” – earned through personal cup usage – will receive upcycled products, including a coffee bean pack pouch, a milk carton notebook, and a coffee waste tray. An annual appreciation event will also recognize the top 100 personal cup users, with prizes ranging from a year of free Starbucks drinks for one winner, to one month of free drinks for four, and one week of free drinks for 95 others.
The company attributes the increase in personal cup usage to enhanced benefits and customer participation campaigns. Since 2018, customers have had the option of receiving either a discount or Eco-based savings when using a personal cup, with the discount increasing from 300 won to 400 won in 2022. The “Disposable Cup Free Day” campaign, held on the 10th of each month since 2018 in collaboration with the Resource Recycling Society Solidarity, was also revamped in March to broaden its appeal. Furthermore, Starbucks plans to install tumbler washing machines in most of its stores nationwide by the end of the year, excluding locations with physical limitations, to further enhance convenience.
“The number of customers who participate in the use of personal cups is steadily increasing every year,” stated Son Jeong-hyun, CEO of Starbucks Korea, “and we will continue to prepare ways to provide more meaningful benefits, such as the Disposable Cup Free Day campaign and exclusive rewards, to continue our sincere activities.”
This commitment to sustainability positions Starbucks Korea as a leader in environmentally conscious business practices within the region.
