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Starbucks Korea has announced a new initiative to promote sustainable sipping and reduce its environmental impact. Starting from January 2024, customers who bring their own reusable containers for their orders will be rewarded with eco-stamps that can be exchanged for limited-edition NFTs (non-fungible tokens).

What are NFTs and why are they important?

NFTs are digital assets that represent unique ownership of something, such as art, music, or collectibles. They are created and stored on a blockchain, which is a secure and transparent network that records transactions and verifies their authenticity. NFTs have gained popularity in recent years as a way to support artists, creators, and causes, as well as to express individuality and creativity.

Starbucks Korea has partnered with Print Bakery, a South Korean art platform, and NFT artist DADAZ, to create exclusive NFTs that showcase the brand’s values and vision. The NFTs will feature various designs and themes related to coffee, sustainability, and culture. Customers will be able to view, trade, and display their NFTs on a dedicated website and app.

How does the program work and what are the benefits?

The program is part of Starbucks Korea’s loyalty program that runs on Polygon, a scaling solution that operates on top of the Ethereum network. Polygon offers high-speed transactions at a low cost, while also committing to becoming carbon negative by the end of 2022. The Ethereum Merge, which is expected to happen in 2024, will further reduce the carbon footprint of Polygon by 99.91%.

Customers who purchase eligible drinks with their own reusable cups will receive eco-stamps on their Starbucks app. The number of eco-stamps required to redeem an NFT will vary depending on the rarity and quality of the NFT. Customers will also be able to earn bonus eco-stamps by participating in various events and activities throughout the year.

The program aims to encourage customers to adopt a more eco-friendly lifestyle and to support Starbucks Korea’s goal of eliminating single-use cups from all stores by 2025. This is in line with Starbucks’ global multi-decade aspiration to become resource positive, which means to give more than it takes from the planet.

What are the reactions and expectations?

The program has received positive feedback from customers, artists, and environmentalists, who praised Starbucks Korea for its innovative and meaningful approach to sustainability and customer service. The program is also expected to attract new customers and increase loyalty among existing ones, as well as to boost the NFT market and awareness in South Korea.

Kim Beom Soo, the marketing chief of Starbucks Korea, said in a statement: “We hope that the changed tumbler coupon use policy and the issuance of NFTs with scarcity will serve as a catalyst for positive changes in the local community by activating the use of personal cups.”

The program will launch in select stores in Jeju this summer, and will expand to additional locations over the next four years. Starbucks Korea plans to release new NFTs every month, with different themes and designs. The first batch of NFTs will be available in January 2024, and will feature the iconic Starbucks logo and cup.