SAKURA Season starts at Starbucks Japan on Thursday, February 15


Starbucks Japan is celebrating with new beverages like the Hanami Dango Frappuccino® and returning customer favourites such as Sakura AR

Starbucks Coffee Japan, Ltd. announced it is launching SAKURA Season on Thursday, February 15, 2024. Starbucks stores across the country will celebrate the season with two kinds of seasonal beverages, the Hanami Dango Frappuccino®, inspired by tricolor Dangos (sweet Japanese rice dumplings), the popular accompaniments to Hanami (Sakura/cherry blossom watching), and Hanami Sakura Cream, which evokes the image of blooming Sakura.

The concept of SAKURA Series this year is “CHEERS to SAKURA” as a nod to the season of Hanami when people gather to cheers each other under the blossoming Sakura trees. This year, Starbucks customers’ returning favourite Sakura AR celebrates its fifth anniversary. Three new pieces of augmented reality content are available including the customizable coordination function of Bearista enabling its users to make Bearista perform cute dances.

Sakura Augmented Reality saying Cheers to Sakura

Hanami Dango Frappuccino® and Hanami Sakura Cream deliver Japanese Hanami experience

This year’s SAKURA Series beverages include the Hanami Dango Frappuccino® and Hanami Sakura Cream, two beverages with a unique Starbucks twist on the Japanese Hanami experience.

The Hanami Dango Frappuccino® uses tricolor Dangos for the first time at Starbucks. The Dangos are garnished on and throughout the beverage to provide a taste experience from the first sip to the last. The body of the Frappuccino® is the blend of Hanami An sauce with white Anko flavour, Sakura and strawberry sauce and soy milk, to create a gentle Sakura flavor with Japanese taste. This is a cup topped with colorful Dangos and pink feuillantine* which depicts showering Sakura petals, adding visual excitement to your Hanami experience.

Hanami Sakura Cream is made up of mild steamed milk, Spring Blossoming Flavour Syrup which evokes the image of proudly blooming spring flowers and Caramel Flavour Syrup finished with the topping of crunchy Sakura feuillantine*. The beautiful hot beverage brings to you the experience of spring in full bloom.

*Feuillantine is a biscuit of thin, sweetened crêpe.

Hanami Dango Frappuccino® at a blooming sakura tree

The updated Starbucks Sakura AR Experience delivers new content for 5th anniversary

Sakura AR, which provides early access to the Hanami experience every SAKURA Season, has three new pieces of content for its fifth year. The first one is “Fully bloomed!! Sakura Tree AR” designed to have a Sakura tree appear so customers can enjoy how the tree blooms and changes itself anytime and anywhere. Additionally, there are Bearistas hidden behind the petals and the trunk of the tree.

The second AR experience is “AR Gift” in the form of a special Sakura envelope designed for Starbucks Card which, when customers scan it on their camera, shows Sakura designs and a cute Bearista who delivers a message.

The third piece of content is “Dancing! Bearista AR,” a customizable Bearista who dances in ten different ways. As many as 920,000 coordination patterns are available to choose from. Customers can choose their favourite color of shirt, hat, glasses and stuffs to carry around to customize the Bearista’s style and watch how it dances.

Sakura AR's Bearista

There is no need to download an app, Sakura AR is available through a smartphone simply by scanning the QR Code* printed on the retail receipt, shopper bag or Starbucks Online Store delivery box. Customers can also access a special site on the official Starbucks Japan website to enjoy Sakura AR.

Starbucks Sakura AR Content

Duration: From Wednesday, February 15 to Sunday, March 31, 2024

Available in participating Starbucks stores across Japan

Distribution period of QR Code:

  • Retail receipt:From Wednesday, February 15 to Tuesday, March 12, 2024
  • Retail shopper bag, receipt, delivery lunch-on paper: From Wednesday, February 15, 2024 until the stocks run out
  • Starbucks Online Store delivery box: From Wednesday, February 15, 2024 until the stock runs out.

* Anyone can access this from Starbucks official website without QR Code.

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