How Does Coffee in Europe Compare to This Collab Craze?

Starbucks teamed up with StayReal, the streetwear brand co-founded by Mayday frontman Ashin and Taiwanese artist No2Good, and the drop sold out fast. Online limited-edition cups were gone within minutes as the official App and mini-program lagged under traffic, and some buyers lost their orders at the payment page. In physical stores, the limited Star Gift Packs drew overnight queues.

The online failure and the queuing rules for the offline packs became the main complaints. Buying interest then shifted to those store-only sets, which include a membership card, a themed luggage tag and card holder, plus a numbered transparent card with designated drinks. Second-hand listings for the cups reportedly reached around a thousand yuan, a sign of how far the coffee in europe style collectible market can stretch.

Starbucks has teamed up with Stayreal, the streetwear brand co-founded by Mayday frontman Ashin and Taiwanese artist No2Good, instantly igniting the enthusiasm of the band's fans and netizens at large. The online limited-edition themed cups were snapped up by tens of thousands the moment they went on sale, with the official App and mini-program lagging due to overwhelming traffic, and some users failing to complete payment and missing out on the cups they wanted, sparking discontent. Meanwhile, the limited-edition Star Gift Packs released in physical stores, thanks to their lower threshold for acquisition, attracted a large number of fans who queued up with stools in the early hours of the morning. This collaboration craze showcased the fans' fervor while also exposing the insufficient capacity of online channels and the controversy over offline queuing rules.

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Recently, Starbucks successfully seized the center of attention with its collaboration with Stayreal, the streetwear brand founded by the frontman of popular band Mayday and renowned Taiwanese artist No2Good, drawing widespread attention and discussion from the band's fans and netizens.

Yesterday morning, the online sales channel for Starbucks' limited-edition themed cups had just opened when it triggered a scramble among tens of thousands. The official App and mini-program briefly lagged due to the surge in traffic, and some users' payment pages failed to load properly, causing them to miss out on the limited-numbered merchandise cups, which left many fans feeling dissatisfied.

However, quite a few people were deterred by this surging buying frenzy, giving up on the merchandise cups that had been hyped up to a thousand yuan on second-hand platforms, and instead turning their attention to the limited-edition Star Gift Packs sold only in physical stores.

It is said that customers who purchase this Stayreal collaboration limited-edition Star Gift Pack will receive, in addition to a membership card, a limited-edition themed luggage tag and card holder, and by buying designated drinks they can also get a limited-numbered themed transparent card.

Compared with the exquisitely crafted merchandise cups, although the luggage tags, card holders, and transparent cards are not bad in terms of practicality, in the eyes of most fans, these offline merchandise items have a lower threshold for acquisition. They said that according to the official rules, customers do not need to reach a certain membership tier through continuous spending, nor do they need to compete with tens of thousands of people online for speed; as long as they are the first to enter the store and place an order when it opens, they can get the merchandise.

So in the early hours of today, outside many Starbucks stores across the country that had not yet opened, there appeared a group of overnight queuers sitting on small stools waiting silently. They sat in the dim light of dawn, admiring the sunrise against the cold wind while waiting for the closed glass doors in front of them to open. At some stores, a line of more than a dozen people had already formed just as dawn was breaking.

The rare sight of customers queuing late at night against the store doors left many of Starbucks' morning-shift employees deeply moved, exclaiming that they never imagined they would one day see customers at the store entrance waiting for them to come to work.

Fans who got up early and rushed to the scene to queue also posted on social platforms to commemorate this unique experience: "Saw Starbucks at 5:30," "4:30, the mosquitoes told me to buy Starbucks and gave me European-style double eyelids," "Couldn't sleep so I just took a taxi here, Starbucks at 4:50 am," "Got up after 5, arrived before 6, and was actually only third in line," "Have you ever had a Frappuccino at 6:30 in the morning?", "First one at the door, even the staff hadn't arrived yet."

Fortunately, most fans who rushed to Starbucks to queue before sunrise got what they wanted. They said that some stores would post notices on the glass doors in advance showing the stock quantity of merchandise, making it convenient for fans to understand the situation and choose for themselves whether to continue queuing or go to other nearby stores.

However, some consumers revealed that some staff, seeing many overnight queuers, opened the glass doors early to start business, causing fans who arrived on time afterward to miss out on the limited-edition merchandise. They believed that the staff did not receive queuing customers according to the store's posted business hours, which was unfair to other participants.

Image source: Xiaohongshu

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The above content is compiled by CoffeeHunters, a coffee news website.