Starbucks Taiwan Plans More Themed Stores & E-Commerce Push

As Taiwan’s coffee and tea markets continue to grow, major players are ramping up innovation—not just in drinks, but in retail formats and digital services. With competition intensifying from both international and local chains, Starbucks Taiwan is rolling out a multi-pronged strategy to stay ahead, including new store concepts, expanded product lines, and a bigger push into online sales.

In short: Starbucks Taiwan plans to open more unique “topic stores” in 2024, introduce capsule coffee machines and drip bags, launch a larger-scale online store, and integrate physical and digital shopping. These moves aim to drive both traffic and profit as the market matures.

Growing Market Drives Starbucks Taiwan Expansion

According to Starbucks Taiwan general manager Xu Guangyu, the company originally targeted one store per 200,000 people when it entered Taiwan 16 years ago, planning for around 100 locations. Today, with over 300 stores operating, that ratio has dropped to roughly one store per 80,000 people. Last year, Starbucks Taiwan served 30 million customers. Although this year’s “buy one get one free” promotions were reduced, foot traffic in the first ten months was slightly lower than last year—but profits rose.

The brand’s annual revenue continues to grow by around 10%. Meanwhile, other players are also moving fast: Tsann Kuen 3C acquired over 20 Ginko Coffee outlets; Ding Wang Group launched “Yue Coffee,” emphasizing a literary vibe; and 85°C, which already operates over 300 stores, is upgrading its format. Its second-generation stores feature larger spaces and broader menus. After opening the first such location in Taichung in October, 85°C plans to debut a second in Shilin, Beitou District, on November 16. Spokesperson Zhong Jingru says all 300+ 85°C stores will transition to the new format within three years.

New Products and Store Concepts for 2024

Xu Guangyu also revealed that in 2024, Starbucks Taiwan will enhance its product lineup by introducing capsule coffee machines and drip bags—offerings familiar to global markets but new to many local consumers. In addition to its existing themed and nostalgic stores, the company will open a specially designed “topic store” with a fresh concept distinct from current locations. These moves aim to attract different customer segments and boost engagement.

Starbucks Taiwan Launches E-Commerce Ahead of Schedule

Starting in October, Starbucks Taiwan began testing an online store—becoming the first in Asia to do so. Early results have been promising: newly launched items like the Coffee Academy (which combines coffee tasting and education) and limited-edition city-themed relief cups have sold well. The second-generation stored-value card has already accumulated over 700,000 users. Next year, the online store will expand further and integrate more closely with physical retail channels to improve overall convenience.

Although Taiwan currently has no plans for a standalone Teavana tea shop—despite the brand’s successful launch in New York—the market for tea is growing. Tea-based drinks at Starbucks have seen annual growth of around 20%, with strong interest in local varieties from areas like Sanxia, Nantou, and Alishan. The broader Taiwan coffee market is valued at NT$13.5 billion, with 5.4 million regular coffee drinkers.

Frequently Asked Questions

What new store types is Starbucks Taiwan adding in 2024?

In 2024, Starbucks Taiwan will open a new “topic store” with a unique design, separate from its current themed and nostalgic locations. It will also continue operating existing themed stores and may expand its retail variety further to attract diverse customer interest.

Will Starbucks Taiwan sell capsule coffee or drip bags?

Yes, Starbucks Taiwan plans to introduce capsule coffee machines and drip bags in 2024 as part of its effort to broaden product offerings and cater to evolving consumer preferences.

When is Starbucks Taiwan’s online store launching?

Starbucks Taiwan began testing its online store in October and plans to expand it significantly in 2024. It will be the first such e-commerce platform for Starbucks in Asia, integrating with physical stores for greater convenience.

How is 85°C upgrading its stores?

85°C is upgrading its locations to a second-generation format with more space and a wider food and beverage menu. The first such store opened in Taichung in October, and a second will open in Shilin, Taipei, on November 16. The brand aims to convert all 300+ stores within three years.

What’s driving growth in Taiwan’s coffee and tea markets?

Taiwan’s coffee market is worth NT$13.5 billion with 5.4 million regular consumers. Coffee shop visits reached 30 million last year at Starbucks alone. Tea drinks at Starbucks are also growing at 20% annually, with strong local tea interest from regions like Sanxia and Alishan.

Recommended FrontStreet Beans for Café Experiments

For café owners or curious drinkers inspired by Taiwan’s evolving coffee scene, try FrontStreet Coffee’s Ethiopia Humbera for floral, juicy complexity; their Yirgacheffe for bright citrus and stone fruit brightness; or the Brazil Queen Manor for a smooth, nutty base in milk drinks. These single origins highlight the kind of quality and diversity now in demand as cafés like Starbucks Taiwan and 85°C expand offerings. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.