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Opened on September 4, 2020, Starbucks newest Signing Store in Beijing, China, is the second in the market and sixth for the company globally.

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Around the world, Starbucks Signing Stores expand career and leadership opportunities for Deaf and hard of hearing partners. The stores are enduring symbols of Starbucks global commitment to diversity, equity and inclusion, and serve as hubs for Deaf culture in the communities they operate in. As part of this mission, the Beijing Signing Store will host sign language lessons and regular coffee workshops in sign language.

Here are stories from three partners at the new Beijing Signing Store:

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Favorite Starbucks® drink: Sumatra

Prior to joining Starbucks, Ring was an IT worker and 4D modeler. He resigned from his previous job to pursue a career that would give him more opportunities to communicate with others. When he talks about his future plans, he says he'd like to become a shift supervisor.

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Favorite Starbucks® drink: Latte

"Her smile stood out from the first moment,” said Jasmin, the store manager of Beijing Signing Store.

With a smile and a handwriting pad, Qiuyue says: “I love this store because not only can I learn about coffee, but also meet new friends.” Qiuyue is full of confidence to her future.

Favorite Starbucks® drink: Pour-over Coffee

A partner for nearly a year, Rain loves dancing and has lots of experiences being on stage. His passion for connecting with others led him to join Starbucks, where he worked tirelessly to become a master barista and share his love of coffee with his partners and customers.

When he heard about the launch of the Signing Store in Beijing, Rain was very excited and eager to apply to join the team.

Starbucks has also started a long-term partnership with the Beijing Disabled Persons’ Federation to help create more career development opportunities for members of the city’s Deaf and hard of hearing community, including employment counselling, job skills training and other career support.

For customers, the Signing Store offers a unique ordering experience, including two-way digital displays to show orders and customization details to both partner and customer simultaneously, and an electronic screen above the bar which displays order status. Every beverage and food item in the menu is numbered, making ordering more convenient. Customers may also make orders by writing on a tablet.

Partner at new Beijing Signing Store presents handcrafted beverage

New Beijing Signing Store shares love for coffee and connection : Starbucks Stories Asia

Starbucks Stories Asia

New Beijing Signing Store shares love for coffee and connection

Starbucks newest Signing Store in Beijing, China, is the second in the market and sixth for the company globally.

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https://stories.starbucks.com/asia/stories/2020/new-beijing-signing-store-shares-love-for-coffee-and-connection/

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Fifth for the company globally, Japan’s first Signing Store expands career opportunities for Deaf and hard of hearing partners (employees).

Technology and art create an inclusive space that acts as a bridge to Deaf culture in Tokyo and immerses visitors into the world of sign language.

The store is the latest expression of Starbucks ongoing commitment to equity, diversity and inclusion.

Today, Starbucks announced it will open its first Signing Store in Japan on June 27, expanding career opportunities for 19 new and existing Deaf and hard of hearing Starbucks partners (employees). Located in Kunitachi City, Tokyo, an area with a long history as part of the Deaf and hard of hearing community, the store leverages technology and art to create an immersive experience in sign language and Deaf culture, and becomes the fifth Signing Store for Starbucks globally.

“Starbucks has been hiring Deaf and hard of hearing partners (employees) since we entered Japan in 1996, and these partners have made incredible impacts in their communities,” said Takafumi Minaguchi, ceo, Starbucks Coffee Japan. “Inspired by their passion, we created this store as a place of belonging, where our partners and customers can stay true to who they are and be inspired. This store truly represents infinite possibilities for all.”

Across Japan, Deaf, hard of hearing, and hearing partners studying Japanese Sign Language (JSL) have been creating more ways for their customers to connect with the Deaf community through sign language, including signing classes at their local stores, as well as coffee education seminars presented in sign language. Since 2018, select Starbucks stores in Japan have hosted “Signing Activity” pilot sessions led by Deaf or hard of hearing partners to prepare for the opening of a full-fledged Signing Store.

 “The opening of Japan’s first Signing Store is an important moment that represents the incredible passion of our Deaf and hard of hearing partners across Japan,” said Ryotaro Sato, shift supervisor. “We want to showcase how the talent of the Deaf and hard of hearing community can spark connections, inspire new possibilities, and help our partners grow their careers with Starbucks. We’re looking forward to sharing new experiences with our customers and demonstrating the diversity of communication that they can experience at the Signing Store.”

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Showcasing Deaf culture through art and technology

With 208 square meters (approximately 2,240 square feet) of space, the store interior was designed with accessibility and human engagement at the heart. Customers have several options when ordering in the store, including contactless speech-to-text voice recognition through a tablet at the register, pointing to items on the menu, or writing on a notepad.

Digital signage lets customers track the progress of their order through the number printed on their receipt. When orders are ready, a sign language animation invites customers to pick up their purchases. The digital signage also shows frequently signed phrases of greeting for all customers to enjoy and immerse themselves in the world of sign language.

Throughout the store, original artwork inspired by sign language creates a window for customers to explore Deaf culture in Japan. The art is designed by Hidehiko Kado, a child of deaf adults (CODA), who takes inspiration from sign language to produce artworks that connect people with or without hearing difficulties through bright, whimsical expressions. To create the artwork for the Signing Store, Hidehiko met with Deaf and hard of hearing partners to explore the unique community the Signing Store would represent. The central theme of all the work is connection—sign language connects people across Japan to the beautiful world of Deaf culture, and conversations over coffee connect people with one another. Within the artwork are several sign phrases, including greetings and coffee-inspired phrases that will come to life in everyday interactions between partners and customers.

Building company culture through equity, diversity and inclusion

Since 2002, Starbucks Japan has offered a dedicated program to provide support to partners with disabilities, including training tools and accessibility aids, flexible work hours and coaching services to help develop their careers. Today, more than 350 partners with disabilities work for the company in Japan, a majority in stores.

In 2018, Starbucks Japan outlined a new “no filter” approach to diversity and inclusion throughout the company to create a place of belonging where partners can bring their best selves to work, without prejudice, assumption or bias. The approach focuses on proactive initiatives to remove barriers in the workplace, such as paid leave for gender confirmation surgery, support of LGBTQ+ partners in same-sex partnerships, empowering women in leadership positions, and creating opportunity for seniors to start new careers with Starbucks. Through this ongoing commitment to diversity and inclusion, Starbucks Japan is also investing in barrier-free store design and unique community spaces like the Signing Store to foster a culture rooted in human connection that embraces each individual.

Globally, Starbucks <a href="https://stories.starbucks.com/press/2019/starbucks-equity-and-inclusion-timeline/">commitment to equity, inclusion and diversity</a> remains rooted in its Mission to inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.

“At Starbucks, we are committed to creating a culture of warmth and belonging, where everyone is welcome,” said John Culver, group president, International, Channel Development and Global Coffee, Tea &amp; Cocoa. “For our partners, that means creating equal opportunity. For our customers, it means creating a space to connect with one another over a cup of coffee in every community we serve around the world.”

The first Starbucks Signing Store opened in <a href="https://stories.starbucks.com/asia/stories/2016/deaf-partners-build-careers-at-starbucks/">Kuala Lumpur, Malaysia</a>, in 2016. Since then, Starbucks has opened Signing Stores in <a href="https://stories.starbucks.com/stories/2018/eight-things-to-know-about-the-new-starbucks-signing-store/">Washington D.C., U.S.</a>, <a href="https://stories.starbucks.com/asia/stories/2019/starbucks-opens-first-signing-store-in-china/">Guangzhou, China</a>, and <a href="https://stories.starbucks.com/asia/stories/2019/career-opportunities-expand-in-malaysia-with-opening-of-new-starbucks-signing-store-in-penang/">Penang, Malaysia</a>.

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Starbucks enhances safety measures in response to COVID-19

Since a national state of emergency was lifted on May 25, 2020, Starbucks has gradually reopened stores across Japan with modified operations. The Signing Store is taking additional precautionary measures in addition to Starbucks Japan’s current safety and hygiene standards, including clear masks for partners to help those who read lips. The store also features contactless voice recognition ordering, and a numbered ticket entry system to avoid congestion inside the store. Tickets are issued with the kiosk at the entrance of the store or through an online ticketing page, which also gives an approximate waiting time.

Starbucks first entered Japan in 1996, making it the first international market outside of North America. With more than 1,550 stores, employing 42,000 partners across 47 prefectures, Japan is Starbucks fourth largest market globally.

Starbucks partner in Japan uses sign language with a customer

Starbucks first Signing Store in Japan celebrates human connection through sign language : Starbucks Stories Asia

Starbucks first Signing Store in Japan celebrates human connection through sign language

Starbucks first Signing Store in Japan expands career opportunities for Deaf and hard of hearing partners (employees).

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https://stories.starbucks.com/asia/stories/2020/starbucks-first-signing-store-in-japan/

As part of Starbucks ongoing commitment to inclusion, the upcoming store will be the first of its kind in Japan and fifth for the company globally.

Today, Starbucks announced that the company will open its first Signing Store in Japan in early summer 2020 in Kunitachi City, Tokyo. The store will feature Deaf and hard of hearing partners (employees) working alongside hearing partners to provide service to customers in Japanese Sign Language. The Kunitachi area has a long history as part of the Deaf and hard of hearing community, and the new store will be located near a school for Deaf students.

One of Starbucks core values is creating a culture of warmth and belonging, where everyone is welcome. Starbucks aspires to become a people positive company where we uplift each other, our customers, and the communities we serve. Since 2018, Starbucks Japan has taken a “no filter” approach to Diversity &amp; Inclusion to create a place of belonging where partners can bring their best selves to work, without prejudice, assumption or bias toward race, age, gender, position, employment status, disability, personal values, or any other basis. Through this ongoing commitment to Diversity &amp; Inclusion, Starbucks Japan aims to foster a culture rooted in human connection that embraces each individual.

Partner uses sign language with customer at Starbucks in Japan

Starbucks Japan to open first Signing Store in early summer : Starbucks Stories Asia

Starbucks Japan to open first Signing Store in early summer

Starbucks will open its first Signing Store in Japan in early summer 2020.

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https://stories.starbucks.com/asia/stories/2020/starbucks-japan-to-open-first-signing-store-in-early-summer/

Located in the heart of Penang’s historic Deaf community, the Penang Signing Store serves as the Third Place for community events and celebrations of Deaf culture

New store is Starbucks fourth Signing Store globally and second in Malaysia, the first Starbucks market to launch the Signing Store format

Today, Starbucks announced the opening of the Penang Signing Store, its second in Malaysia and fourth globally, as part of its ongoing commitment to inclusion, accessibility and diversity. Located in the heart of Penang’s historic Deaf community, the store creates new career opportunities for Deaf and Hard of Hearing partners (employees), while also serving as the Third Place for Penang’s long-established Deaf community to host sign language workshops and career development seminars. 

“The overwhelming success of our first Signing Store in Kuala Lumpur in 2016 demonstrated the importance of representation and belonging in the workplace,” said Sydney Quays, managing director of Starbucks Malaysia &amp; Brunei. “It taught us how valuing different perspectives not only contributes back to the business, but also make meaningful changes that enriches lives. The reason that we chose Penang is because of its rich culture and historic relationship with the Deaf community in Malaysia, spanning more than 50 years.”

Starbucks Malaysia partnered with the Penang Deaf Association to support the professional training and development of the store’s partners, including internship opportunities and sign language classes for the store’s seven hearing partners. “We’re very excited to partner with Starbucks to provide richer career opportunities and sense of belonging to the Deaf community in Penang,” said Razman Tan Abdullah, President of the Penang Deaf Association. “Starbucks stores are a place for many kinds of people to come together, and we’re proud to invite everyone to experience the vibrant Deaf culture that has thrived here in Penang for over 70 years.”

The three-story, 4,600 sq. ft. store in Penang showcases how digital innovation enhances inclusive design. Touchpoints around the store have been designed specifically to meet the needs of Deaf and Hard of Hearing partners and customers, including visual alarms, digital trays, and point-of-sale systems with an attached customer display.

The store design celebrates Deaf culture with a mural wall created by local Deaf artist Lim Anuar. Exclusive Signing Store merchandise will also be available, including the first Starbucks Cards to feature Starbucks in sign language, as well as mugs and keychains.

The U.S. Ambassador to Malaysia, Kamala Shirin Lakhdhir, attended the opening ceremony and praised Starbucks Malaysia’s innovative Signing Store format, which launched in the U.S. in 2018 and China in May 2019. “Starbucks should be lauded for their proactive approach to diverse hiring. It has set a positive example of how an American company can learn and adapt to a program that was initiated right here in Malaysia, by Malaysians. I continue to take great pride in promoting the commitment to inclusion and the outstanding corporate social responsibility work showcased by American firms like Starbucks that operate in Malaysia.”

“As a global brand, Starbucks believes that one of the most important contributions we can make is to serve as a catalyst for positive impact in the communities where we do business,” said John Culver, group president, International, Channel Development and Global Coffee &amp; Tea. “For nearly 50 years, we’ve aimed to live by our Mission and Values everywhere around the world. We are proud of our partners in Malaysia for taking the lead in inclusion, accessibility and diversity, and inspiring us to expand the Signing Store format around the world.”

In conjunction with the launch day, the store will offer the Vanilla Fig Frappuccino® blended beverage at a special opening price. For each purchase, Starbucks Malaysia will donate RM1 (0.24USD) to the Penang Deaf Association to develop programs that will support the community.

Since Starbucks opened its first store in Malaysia in 1998, Starbucks Malaysia has grown to 300 stores across 58 cities, employing more than 4,000 partners.

Starbucks partner takes customer's order in Malaysian Sign Language at Signing Store in Penang

Starbucks new Signing Store creates development opportunities for Deaf and Hard of Hearing partners in Penang, Malaysia.

Career Opportunities Expand in Malaysia with New Starbucks Signing Store : Starbucks Stories Asia

Career Opportunities Expand in Malaysia with New Starbucks Signing Store

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Store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity

Opening Starbucks third signing store globally

Guangzhou, CHINA – Starbucks today announced it has opened its first Signing Store in Guangzhou, China, dedicated to offering employment and career advancement opportunities for the Deaf and hard of hearing community. The store will serve as a welcoming hub for those passionate about improving accessibility and experiences for all and is located near the recognized Guangdong Disabled Association and Guangdong Deaf People Association.

“As a coffee leader deeply rooted in China, for China, Starbucks is committed to creating equal opportunities for everyone, as well as a unique third place experience that addresses a wide range of community needs. The new Signing Store is an example of how we are building inclusive environments and careers for our partners,” said Belinda Wong, chief executive officer of Starbucks China. “This store truly creates a sense of belonging for everyone and is a strong testament to our continued commitment to building a more diverse and inclusive working environment.”

Creating Equal Opportunities for the Deaf Community

The store employs Deaf partners and hard of hearing partners (employees) from across China, who are fluent in Chinese Sign Language. With their deep experience in working with the Deaf community, the team of partners will help to develop talent and create career opportunities at Starbucks and beyond, while raising awareness and understanding of Deaf experiences in the workplace.

Starbucks currently employs over 100 partners with disabilities in China. Building on its efforts to nurture talent and create more opportunities for the Deaf workforce, Starbucks has partnered with the Guangdong Deaf People Association to offer professional skills training, including sign language courses and internship opportunities. 

“The Guangdong Deaf People Association is proud to partner with Starbucks to provide training and opportunities for the Deaf and hard of hearing community,” said Yitao Fan, vice chairman, China’s Deaf People Association &amp; President of Guangdong Deaf People Association. “Thanks to Starbucks, Deaf partners are empowered to develop their careers in a vibrant and supportive environment, while the store provides a strong platform to drive societal awareness around Deaf Culture and the needs of the community.”

Building an Inclusive Retail Experience

Featuring exclusive artwork and unique merchandise designed by Deaf artists, the store provides a platform for the Deaf and hard of hearing community to unleash its talents. The welcoming environment features wooden frames above the bar area that are arranged to express the gesture of love in sign language. 

Sign language symbols are printed on umbrellas in front of the store, and there are indicators throughout the store. Deaf baristas will wear aprons with the word “Starbucks” embroidered in sign language. The store is equipped with a customized ordering system. Customers and partners will be able to communicate using notepads and two-way digital displays. For customers new to sign language, there will be a dedicated area for customers to write down their orders on an electronic board and wireless vibrating pagers will notify customers when their orders are ready. 

To create an inclusive environment and encourage customers to learn more about the Deaf community, the store will also offer sign language lessons and coffee workshops in sign language.

Starbucks as an Employer of Choice in China

In addition to the Signing Store in Guangzhou, Starbucks has a long history of making meaningful investments as an employer of choice in China. This year, China (along with Canada) became the first international market at Starbucks to <a href="https://stories.starbucks.com/stories/2019/pay-equity-around-the-globe/">achieve 100% gender pay equity</a>, following a global announcement to <a href="https://stories.starbucks.com/stories/2018/starbucks-commitment-to-gender-racial-pay-equity/">close the gender pay gap for all partners</a> in company-operated markets. The company also offers a <a href="https://stories.starbucks.com/press/2017/starbucks-partner-benefits-insurance-plan-for-parents-in-china/">critical illness insurance plan</a> to the parents of Starbucks eligible full-time partners across mainland China – an initiative that addresses one of the market’s most pressing social concerns of elderly care. A monthly housing allowance subsidy is also available to all full-time baristas and shift supervisors who have been employed by Starbucks for more than six months.

Starbucks China’s commitment to creating an inclusive and supportive workplace has resulted in recognition as a leading employer by Aon Hewitt with its <a href="https://stories.starbucks.com/press/2017/starbucks-aon-best-employers/">Best Employer in China Award</a> in 2013, 2015, 2017 and 2018.

Signing Stores Around the World

In addition to China, Starbucks also opened a Signing Store in <a href="https://stories.starbucks.com/stories/2016/deaf-partners-build-careers-at-starbucks/">Malaysia in 2016</a> and <a href="https://stories.starbucks.com/press/2018/starbucks-opens-first-us-signing-store/">Washington, D.C. in 2018</a>.

The Signing Store opened on 19 May, the National Day for Helping People with Disabilities in China.

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SBX20190519 &#8211; Starbucks Signing Store China (7)

Starbucks Opens First Signing Store in China : Starbucks Stories Asia

Starbucks Opens First Signing Store in China

The store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity.

https://stories.starbucks.com/asia/stories/2019/starbucks-opens-first-signing-store-in-china/