In a strategic move to promote eco-friendly practices and incentivize the use of reusable cups, Starbucks Korea is set to introduce non-fungible tokens (NFTs) on the Polygon blockchain platform in January 2024. This initiative follows the successful launch of the coffee chain’s loyalty program on Polygon in December of the previous year.
Under the new program, Starbucks Korea will reward customers with “eco-stamps” for the purchase of specific drinks eligible for exchange with limited-edition NFTs. Collaborating with South Korean art platform Print Bakery and NFT artist DADAZ, the coffee chain aims to encourage a more sustainable lifestyle among its patrons.
As part of the “Eco Tumbler Beverage Coupons” campaign, Starbucks Korea seeks to redefine its approach to tumbler coupon policies, encouraging more customers to opt for reusable cups. The company plans to issue highly rare NFTs as a reward for choosing eco-friendly options, a departure from the previous practice of offering complimentary beverage vouchers.
The upgraded loyalty rewards system aligns with Starbucks Korea’s broader goal of fostering environmentally conscious choices. By implementing the new tumbler coupon policy and introducing NFTs with a scarcity factor, the company aims to catalyze positive changes in the local community, promoting the widespread use of personal cups.
Starbucks Korea’s marketing chief, Kim Beom Soo, expressed optimism about the impact of these changes, stating, “We hope that the changed tumbler coupon use policy and the issuance of NFTs with scarcity will serve as a catalyst for positive changes in the local community by activating the use of personal cups.” The company anticipates a significant shift towards personal cup usage in its stores as a result of these eco-friendly initiatives starting in the coming year.
