Starbucks celebrates 24 years of holiday traditions with 'Wrapped in joy'

Starbucks Philippines is marking the 24th year of its Starbucks Traditions programme with a holiday campaign titled “Wrapped in joy”, supported by a new brand film and a five-piece merchandise collection for 2027.

Rolling out nationwide on 3 November, the campaign centres on the idea of recognising people whose efforts often go unnoticed during the holiday season. It builds on Starbucks Traditions, which first launched in the Philippines and has since become an annual promotional initiative tied to the brand’s holiday merchandise and rewards programme.

The campaign film, titled “Kami naman” (“It’s our turn”), follows Mara, the friend who regularly brings her barkada together by organising gatherings. In the film, her friends return the favour by surprising her at Starbucks with a planner already filled with get-togethers they have arranged for her throughout the coming year.

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Set to Eraserheads’ song With a Smile, the film explores the idea that gestures of care and effort are remembered and reciprocated. The track will also play in Starbucks stores nationwide from 3 November to 4 January 2027.

The campaign is accompanied by the 2027 Starbucks Traditions Collection, which expands from four pieces last year to five. The range features warm copper, ivory and black tones, alongside swirling patterns and woven textures. Two new additions are the Travel Case with Towel and the 20oz Glass Mug.

The collection also includes the Siren Planner with Pouch, featuring zodiac-inspired monthly artwork, a pen and a surprise keychain; a 20oz Stainless Steel Tumbler with a flip-top straw and built-in carry handle; and a 24oz Cold Cup with champagne glitter and a coffee cherry leaf straw topper.

Customers can collect e-stickers towards the merchandise through purchases of handcrafted beverages. From 3 November 2026 to 4 January 2027, every Tall, Grande or Venti handcrafted beverage purchased at participating Starbucks stores nationwide, through the Starbucks Philippines app or using a QR Promo Card earns one e-sticker.

Those who collect 19 e-stickers can redeem one item of their choice from the 2027 collection until 5 March 2027.

Beyond the Traditions range, Starbucks Philippines is introducing a broader line-up of seasonal beverages, packaged coffee, food and merchandise from 3 November.

Among the new beverages are the Melted Mochi Mallow Oatmilk Latte and its iced version, alongside blended Frappuccino variants. The drinks combine espresso or a blended base with caramel, oatmilk and marshmallow, finished with marshmallow foam, mini marshmallows and chocolate powder.

Returning seasonal favourites include Peppermint Mocha and Toffee Nut Crunch, available across selected hot, iced and blended formats. The Toffee Nut Crunch Cold Brew also returns, while the packaged coffee range features four Christmas Blend variations: the original dark roast, Blonde Roast, Espresso Roast and Decaf Christmas Blend.

The food line-up adds several new items, including Tango Mango Twist Cheesecake, Ube Silk Cheesecake, Chocolate Pistachio Crunch Crepe Cake and Chicken & Pork Adobo Pocket. Other additions include a Turkey Ham, Chicken Cranberry Melt and Three Cheese Chicken Pasta Bake.

Starbucks is also introducing several merchandise collections exclusive to the Philippines, including Midnight Muse, Dusk to Dawn Chic, Snow and Ribbon, and Geometric Holiday. Further collections, such as Champagne Shimmer and Moonlit Blue, will arrive later in November and December.

For its eCommerce offering, Starbucks is partnering with Lazada on an exclusive holiday bundle featuring selected seasonal tumblers paired with Mallow Charms. The bundles will be available from 3 November through the Starbucks Lazada Flagship Store.

Starbucks Philippines is operated by Rustan Coffee Corporation, which opened its first store in the country in 1997. The company now operates more than 500 stores across over 68 cities nationwide.

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