Korean boyband BTS has partnered with Starbucks Korea to launch a new menu and new merchandise to promote their new album Map of the Soul: Persona. The initiative will also aid disadvantaged youth in South Korea.
The “Be the Brightest Stars” campaign will feature a limited-edition collection of food, drinks and merchandise available in Starbucks shops in South Korea. A portion of proceeds from the sale from the collaboration will help support career and educational development programs for young people leaving children’s homes to start their adult lives through the Beautiful Foundation’s Opportunity Youth Independence Project.
“We’re extremely excited to collaborate with global artists like BTS to create a bright future for the youth of South Korea,” says David Song, chief executive officer, Starbucks Korea. “I hope that our customers will be inspired by BTS and the Beautiful Foundation and help us draw more attention to these essential programs for young people in Korea, who are truly shining stars.”
During the campaign period, BTS’ song “Make it Right” from their Map of the Soul: Persona album will be played at Starbucks locations across South Korea.
Limited-edition merchandise features starry patterns including mugs and glassware designed with real gold, key chains and pouches for tablets and laptops. The purple starry pattern will be featured on Starbucks bags and cup sleeves available in limited quantities for customers purchasing items that support the initiative.
New foods included in the campaign include the blooming purple vin chaud, a beverage flavored with elderflower, grape juice and fruit, available both hot and iced. Featured food includes the blueberry star macaroon, purple berry cheesecake and the purple star cupcake.
The “Be the Brightest Stars” campaign will run from Jan. 21 through Feb. 6.