Starbucks brews magic with Harry Potter partnership

Starbucks is turning everyday coffee runs into wizarding adventures with its latest partnership with Warner Bros. Discovery Global Consumer Products. The partnership launches across 12 Asia Pacific markets from 23 March, combining themed beverages, merchandise and in-store experiences to drive engagement and fan connection.

The collaboration leverages the cultural power of the Harry Potter franchise to strengthen Starbucks’ experiential marketing. At the heart of the campaign are three 'Honeydukes bursting bonbons' beverages crafted with vanilla notes and honey bergamot flavoured bubble bursts that pop with citrusy brightness.

Beyond beverages, the campaign extends to over 20 lifestyle and drinkware items, including colour-changing Hogwarts house mugs, cauldron and wand-accented tumblers, Bearista keychains, and sorting hat sticky notes.

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“Bringing Harry Potter into Starbucks coffeehouses across Asia Pacific reflects a shared belief in imagination and human connection. Harry Potter has long inspired us to celebrate friendship, courage, and community — the same spirit we see every day in our coffeehouses as moments of joy and connection come to life” said Nancy Lo, VP of product and marketing, Starbucks Asia Pacific.

The campaign also underscores Starbucks’ strategy of merging premium coffee with popular IP to enhance brand relevance among younger, experience-driven consumers. With a staggered beverage rollout across markets, paired with limited-time collectible merchandise, the partnership positions Starbucks not just as a coffee destination but a hub for community and culture-driven engagement.

MARKETING-INTERACTIVE has reached out for more. 

This isn’t Starbucks’ first time bringing beloved IPs to life in APAC. In November 2024, the coffeehouse partnered with Universal Pictures to celebrate the cinematic debut of Wicked, translating the world of Oz into limited-edition beverages, collectible drinkware, and immersive in-store experiences across Malaysia, the Philippines, Singapore, Australia and Vietnam.

The campaign highlighted Glinda and Elphaba, with themed beverages and merchandise designed to spark connection, conversation, and shareable moments among fans.

Furthermore, the collaboration exemplified Starbucks’ approach to blending storytelling with its coffeehouse experience. Through social campaigns, digital teasers, and in-store activations, the brand brought the magic of Wicked to everyday routines, deepening emotional connections with consumers and reinforcing Starbucks’ position as a hub for community and culture-driven engagement.

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