Starbucks Korea is introducing a new subscription service aimed at its 13 million Rewards members, featuring daily discounts on barista-prepared beverages, as well as additional savings on food and delivery.
The monthly subscription, priced at ₩9,900 ($7.45), known as the “Buddy Pass,” offers a daily 30% discount on barista-prepared drinks after 2 p.m. Subscribers will also benefit from a 30% discount on food orders once a month and will receive two free delivery coupons.
“We are piloting a subscription service for the first time to provide differentiated benefits that only 13 million Starbucks members can enjoy. As this programme is designed exclusively for Starbucks Buddies, we anticipate that many customers will take part and enhance their Starbucks experience,” stated Son Jeong-hyun, CEO of Starbucks Korea.
This trial will be available at 1,900 locations across Korea for three months, starting on October 1, 2024. Starbucks Korea plans to evaluate the success of the initiative before deciding on a potential long-term rollout.
The announcement follows a recent price increase on beverages aimed at offsetting “consistently soaring costs.” On August 2, 2024, the prices for grande (16oz) and venti (20oz) sizes rose by ₩300 ($0.22) and ₩600 ($0.44), respectively.
Since opening its first store in South Korea in 1999 at Ewha Womans University in Edae, Seoul, Starbucks has expanded to 82 cities across the country. Starbucks Korea is primarily owned by retail giant E-mart, which increased its stake to 67.5% in January 2022 for approximately $411 million. The remaining 32.5% is held by Singapore’s sovereign wealth fund, GIC.
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