Starbucks and BTS partner to support youth in South Korea
BTS teams up with Starbucks to launch the “Be the Brightest Stars” campaign, including limited-edition beverages, food and merchandise exclusively in South Korea
A portion of profits from the campaign will go toward career and educational development programs for disadvantaged young people through the Beautiful Foundation, a prominent non-profit organization
As part of its commitment to creating opportunity for youth, Starbucks Coffee Korea will continue to partner with the Beautiful Foundation throughout 2020
Today, Starbucks is joining global superstars BTS to make the dreams of young people in South Korea come true in 2020. Beginning January 21 and ending February 6, Starbucks Korea Co., Ltd. will launch a limited-edition BTS collaboration, “Be the Brightest Stars,” to raise funds to support programs for disadvantaged young people in South Korea, including a new beverage, food and merchandise.
The collaboration is the first step in Starbucks Coffee Korea’s year-long campaign to create opportunity for Korean youth throughout 2020. A portion of proceeds from the sale from the collaboration will help support career and educational development programs for young people leaving children’s homes to start their adult lives through the Beautiful Foundation’s Opportunity Youth Independence Project.
The Beautiful Foundation is a South Korean nonprofit organization founded on the principle of sharing. Established in 2000, it aims to spread the ideals of a philanthropic culture and unite caring individuals to offer aid and assistance to the underprivileged and disenfranchised. To support the Beautiful Foundation’s Opportunity Youth Independence Project, Starbucks teamed up with BTS, known for their positive support for young people in South Korea and around the world.
Raising funds to support young dreamers
As part of the campaign, Starbucks stores in South Korea will offer a variety of products in shades of purple reminiscent of a starry night. The feature beverage is the Blooming Purple Vin Chaud*, a beverage subtly flavored with elderflower, grape juice and fruit, available both hot and iced. Featured food includes the Blueberry Star Macaroon, Purple Berry Cheesecake and Purple Star Cupcake.
Starbucks stores in South Korea will also offer limited-edition** merchandise featuring starry patterns, including mugs and glassware designed with real gold, pouches for tablets and laptops, and key chains. The starry purple pattern will be featured on Starbucks bags and cup sleeves available in limited quantities for customers purchasing items that support the Beautiful Foundation.
*Beverage does not contain alcohol.
**Purchases limited to one unit per item per customer. Products not available in U.S. army stores, stores in malls, department stores, and stores that do not offer merchandise.
Starbucks shines a light on social impact
Starbucks invites customers to celebrate the spirit of giving everywhere they go. During the campaign period, BTS’s beloved song ‘Make it Right’ from their album MAP OF THE SOUL : PERSONA will be played at Starbucks stores across South Korea, so that customers can enjoy the BTS collaboration as part of the in-store music experience.
Starting with the “Be the Brightest Stars” campaign, Starbucks is committed to supporting programs that uplift young people in South Korea throughout 2020. On January 8, Starbucks announced a year-long partnership with the Beautiful Foundation to provide opportunities for young people leaving children’s homes and other care facilities as they build the employment and educational skills needed for the next steps of their lives.
"We’re extremely excited to collaborate with global artists like BTS to create a bright future for the youth of South Korea," said David Song, ceo, Starbucks Coffee Korea. "I hope that our customers will be inspired by BTS and the Beautiful Foundation, and help us draw more attention to these essential programs for young people in Korea, who are truly shining stars."
