Starbucks Korea’s eco-sustainable non-fungible token (NFT) initiative, “Star Light,” has successfully saved 600,000 disposable cups within two weeks of its launch on January 16, as reported by a local newspaper.
The initiative encourages Starbucks Rewards members to use personal cups when ordering through the Starbucks app. As a reward, buyers receive Eco Stamps, which can be exchanged for NFTs sorted into three tiers: “Basic NFT,” “Creative NFT,” and “Artist NFT.”
Redeeming five Eco Stamps earns customers a Basic NFT, while accumulating 15 Eco Stamps unlocks a limited-edition Creative NFT, of which only 20,000 copies are available. Collecting 20 Eco Stamps grants access to an exclusive Artist NFT, limited to just 1,000 copies.
Data reveals that around 600,000 Eco Stamps have been distributed among 260,000 active participants so far. The initiative has led to a 49% surge in orders for personal cups on the app and a 32% overall increase in usage.
Starbucks has been engaged in the NFT space since 2022, with the launch of its first NFT-based loyalty program, Starbucks Odyssey, aimed at retracing the company’s heritage and rewarding loyal customers.
Following the initial NFT drop, “The Siren Collection,” which sold out in just 20 minutes, subsequent releases honored Starbucks’ first store and commemorated the 20th anniversary of the beloved Pumpkin Spice Latte.
In December 2023, Starbucks, as part of its loyalty program, announced plans to reward top members with an all-expenses-paid trip to Costa Rica.
NFTs have emerged as effective tools for strengthening customer relationships and rewarding loyalty. Notably, in 2023, Gucci rewarded holders of its Vault Material NFT with exclusive physical rewards, while Lufthansa introduced an NFT-based loyalty program for its passengers.
