Retail in Asia


Starbucks collaborates with LINE FRIENDS on Earth Month collection

This April, Starbucks teamed up with LINE FRIENDS, a global character brand, for a limited-edition collection to commemorate Earth Month across the Asia Pacific region.

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The collection, featuring LINE FRIENDS character Brown and planet Earth, includes an assortment of lifestyle accessories and reusable drinkware made in partnership with MiiR, a purpose-driven drinkware company dedicated to driving sustainable change.

“Starbucks’ second merchandise collaboration with LINE FRIENDS represents our shared aspiration to create meaningful experiences in our communities,” said Erin Silvoy, vice president, Product and Marketing, Starbucks Asia Pacific. “The campaign captures both brands’ shared vision to harness scales for good for the betterment of people and the planet.”

“Following the success of the first Starbucks X LINE FRIENDS collaboration, we are excited to bring the BROWN limited edition this April in celebration of Earth Month in Asia Pacific,” said LINE FRIENDS. “We hope to inspire people to incorporate small acts of sustainability into their everyday through fun social media mini-games with our beloved BROWN.”

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The limited-edition will be available starting from 22nd April at selected Starbucks stores across the Asia Pacific region, including Australia, Cambodia, Vietnam, Hong Kong, Indonesia, South Korea, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and Taiwan.