Starbucks co-branded Taylor Swift?! Netizen: Misunderstanding!

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

On the eve of National Day, Starbucks China released a poster titled "Waiting for Good News" on the Little Red Book, accompanied by an orange and green Starbucks drink. Unexpectedly, this post attracted the attention and discussion of a large number of Taylor Swift (nicknamed "Mi") fans not long after it was posted.

It is understood that the popular European and American female singer Taylor Swift had a joint partnership with Starbucks when she released the re-recording of her album "Red" in 2021. Fans can purchase the limited drink "Taylor's Latte" and Taylor-themed electronic gift cards at North American stores., and hear the album songs in participating stores.

At that time, although domestic Starbucks stores did not participate in this joint event, some stores also played Mo Mo's album songs on a cycle for a limited time to attract fans to come to the store to listen to the songs and check in.

It was precisely because of the brief cooperation between THE two sides that when fans noticed the picture released by Starbucks before the official launch of the new album "The Life OF Showgirl", which was consistent with the album trailer poster, they couldn't help but speculate whether this was an official and Taylor's sign of joint cooperation again.

(The left picture shows the album trailer poster, and the right picture shows the Starbucks post.)

So in recent times, a group of fans have been paying close attention to the brand's trends, and some people have privately asked familiar Starbucks employees if they have any gossip about joint activities. After learning through various channels that Starbucks will launch new products on October 3, many people are even more eager to prepare, saying that they will place an order as soon as the official joint event launches.

However, on October 3, when fans rushed to the Starbucks store, they found that everything was normal in the store. Asked the store staff, the other party said that Starbucks did launch two new customized drinks that day,"Berry Flavor Powder Coconut Latte" and "Berry Flavor Orange Frappuccino".

However, employees explained that the two new products were not joint products, but officially added drinks that had previously been customized by users and received high reviews to the point-to-order system. As for the news circulating on the Internet that "Starbucks and Taylor Swift are jointly branded", the shop assistants all said they did not know about it, saying that the store had not received any notice of the relevant event.

Expectations became futile at this moment, and many fans cried out for disappointment. Some people believe that it is inappropriate for Starbucks to use this ambiguous post to guide fans before the release of the new album, making people misunderstand that there may be a joint partnership between the brand and the star.

However, some rational netizens pointed out that after the release of Mo Mo's new album, the BGM in some Starbucks stores was replaced by her album songs and played them on a loop. They believed that the Starbucks caption "waiting for good news" was a literal meaning, but it was "deeply interpreted" by fans eager to have joint events, which caused misunderstandings.

Some fans said that during the brief cooperation between Starbucks and Mo Mo in 2021, they did not launch any co-branded peripherals. Instead, the brand purchased the copyright of the songs and let offline stores play them on a loop and promote the album for them. Therefore, in the eyes of some people, they can be in stores. They are satisfied to hear Mo Mo's songs on a loop, and admit that they will go to the store to check in to commemorate Starbucks 'recent BGM change.

Picture from: Xiaohongshu

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