Starbucks China launches first-ever 'Bearista' streetwear collection

Starbucks China has launched its first large-scale apparel collection built around its intellectual property (IP), "Bearista," making an unexpected leap into the fashion market. It marks a strategic push to diversify the brand and capitalise on its merchandise in its second-largest global market.

In conversation with MARKETING-INTERACTIVE, a Starbucks spokesperson said the apparel collection belongs to the "Starbucks Bearista Town Collection" launched on 16 May.

It includes trendy toys, plush dolls, mystery boxes, household items, car accessories, and more. Fashionable apparel, hats, and bags will also be available at over 460 selected stores.

The apparel collection specifically features casual streetwear items, including utility vests, embroidered T-shirts, and hoodies, with prices ranging from RMB 279 to RMB 459.

Starbucks released the collection via its WeChat mini-programme on 25 May, closely linking the digital launch to its loyalty scheme by offering customers 7.9 loyalty Stars for buying a utility vest and 5.5 Stars for a T-shirt. To drive footfall, online orders required customers to collect their items in person at local stores, with home delivery unavailable.

Following the digital event, physical sales commenced on 26 May. According to staff reports via Jiemian News, the collection is being sold on a "while stocks last" basis, notably without the provision of fitting rooms in-store. To amplify the launch, Starbucks China initiated a promotional campaign on Weibo, offering free coffee via a lucky draw for users who engaged with the announcement.

The move has sparked mixed reactions online, with loyal fans praising the creative design and expressing eagerness to buy, while critics question a coffee chain selling clothes as a distraction from its core business, and others find the pricing too high for the value offered.

MARKETING-INTERACTIVE has reached out to Starbucks for a statement.

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This venture follows a pattern of high-profile brand activations for the coffee giant. Back in March, Starbucks partnered with Warner Bros. Discovery Global Consumer Products to launch themed beverages, merchandise, and in-store experiences aimed at driving engagement and deepening fan connection.

That collaboration rolled out across 12 Asia Pacific markets starting 23 March, leveraging the cultural power of the Harry Potter franchise to strengthen Starbucks' experiential marketing.

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