(ANN/THE KOREA HERALD) – Starbucks Korea revealed on Thursday the success of its groundbreaking NFT eco-project, aimed at boosting the adoption of reusable cups.
The initiative has resulted in the prevention of approximately 600,000 disposable cups from being used during a notable two-week span starting January 16.
Distinguished as the first-of-its-kind initiative in Asia, Starbucks Korea’s NFT eco-project incentivizes Starbucks Rewards members to opt for personal cups while placing orders through the Starbucks app.
As participants accumulate eco-stamps, limited to three per day, they gain the opportunity to exchange them for unique Starbucks NFTs, adding an innovative and environmentally conscious dimension to the coffee giant’s loyalty programme.
With around 600,000 eco-stamps distributed among 260,000 active participants, orders for personal cups surged by 49 per cent on the app, while overall usage increased by 32 per cent.
Participants earning five eco-stamps are granted a “Basic NFT,” while 15 and 20 eco-stamps unlock 20,000 “Creative NFTs” and 1,000 “Artist NFTs,” respectively, enhancing their rarity.
Starbucks NFTs in Korea serve as digital art tokens, emphasising customers’ dedication to eco-friendly habits. Functions such as gifting, selling and trading are restricted, with only one NFT granted per account to enable broader customer engagement in sustainable initiatives, according to Starbucks Korea.
Until the end of February, Starbucks will showcase NFT artworks at its Jongno R branch in central Seoul.
“With our initiatives, the adoption of reusable cups has been steadily rising, with a record-breaking 29.4 million individual cups used in the past year,” a Starbucks Korea official said.
