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Starbucks created an all-purple menu to win over BTS-obsessed K-pop fans in Korea. Here's why the coffee giant should bring the BTS menu to America.
Starbucks created an all-purple menu to win over BTS-obsessed K-pop fans in Korea. Here's why the coffee giant should bring the BTS menu to America.
Kate TaylorFeb 5, 2020, 00:32 IST
Kate Taylor/Business InsiderStarbucks and BTS recently teamed up on a new menu.
Starbucks recently partnered with K-pop group BTS in South Korea, debuting new menu items and merchandise.
The all-purple menu includes items such as Purple Berry Cheesecake and Blooming Purple Vin Chaud.
A visit to Starbucks in Seoul reveals that the partnership between BTS and the coffee giant is a success - and one the chain should think about replicating in the US.
On a recent trip to Starbucks in Seoul, South Korea, the all-purple BTS-branded menu was front and center at the coffee giant. So, I decided to see if Starbucks could match the BTS hype.
I originally stumbled upon the BTS menu by accident, ordering a Purple Star Cupcake and a Happy Cheese White Mocha at a Starbucks soon after arriving in South Korea.
The purple cupcake perplexed me. For one thing, it wasn't really purple, but instead more of a mauve color.
Second, it wasn't a traditional cupcake. Digging in revealed some kind of layered mousse.
Overall, the sweet treat did not work for me. But, I decided I needed to dig deeper into what was up with this "Be the Brightest Stars" campaign.
On January 21, Starbucks Korea and BTS teamed up on a limited-time menu and merchandise, with sales going towards raising money for disadvantaged youth in South Korea.
Globally, Starbucks frequently announces partnerships tied to charity and social justice missions. To kick off 2020, Starbucks South Korea entered a year-long partnership with youth nonprofit the Beautiful Foundation.
The BTS partnership promised new menu items and merchandise, as well as committing to playing BTS' "Make it Right" at Starbucks locations across South Korea.
Everything would be purple — the official color of the BTS ARMY of loyal fans.
Most of the BTS merchandise sold out almost immediately after it hit shelves, with fans lining up before stores even opened.
Fortunately, the menu items remained. Returning to Starbucks the next day, I ordered the Purple Berry Cheesecake and Blooming Purple Vin Chaud.
The cheesecake immediately got points from me for actually being purple.
The swirl plus the BTS branding gave this an easy Instagram edge over the cupcake.
In terms of taste, it wasn't revolutionary. But, for a cheesecake from Starbucks, it was solid — not too sweet and with just enough richness.
Starbucks describes the Blooming Purple Vin Chaud as being flavored with elderflower, grape juice, and fruit, which means it tasted like a slightly fruity and floral sweet tea. That's not a bad thing — the drink is Instagram-ready without falling into the trap of sickly sweetness that has claimed many a Frappuccino at the chain.
With sold-out merch and an Instagram-ready menu, the BTS-Starbucks partnership is a success — and one the chain should think about replicating in the US.
Last year, Starbucks teamed up with Ariana Grande to debut the Cloud Macchiato. According to executives, the beverage was the chain's second-most viral drink of all time, presumably trailing only the infamous Unicorn Frappuccino.
With this viral success, there are more opportunities for Starbucks to team up with pop stars. And, BTS could be a perfect partner.
BTS' fan base is massive and extremely online — the perfect mix for sending a new drink skyrocketing to viral fame. In fact, last year, several tweets went viral based on the mere rumor of a BTS secret menu item launching at Starbucks in the US.
Some of the tweets can be found here, here, and here.
There is no sign that the BTS Starbucks menu will launch in the US any time soon. But, maybe it's time for Starbucks headquarters in Seattle to pay attention to what is happening in Seoul.
