Starbucks Korea said on the 22nd it will pilot a 20-somethings-only membership service, "Dear 20," starting on the 26th.

Dear 20 is a service that offers various discounts to customers in their 20s on a weekly and monthly basis.

Starbucks Korea begins pilot operations of its Dear 20 membership service exclusively for people in their 20s on the 26th./Courtesy of Starbucks Korea

Subscribers will receive: ▲ 40% off one handcrafted beverage upon initial registration ▲ 20% off handcrafted beverages every Monday ▲ a 20% off food coupon on the 1st of every month. In monetary terms, the benefits can amount to up to 15,000 won per month.

Anyone ages 19 to 29, based on birth year, can sign up through a simple verification process in the Starbucks app (application). However, duplicate enrollment with the college-student-only membership, Campus Buddy, is not allowed.

The share of Starbucks customers in their 20s has been rising quickly. Over the past year, the increase in new rewards members in their 20s was the largest among all age groups. The cumulative number of Campus Buddy sign-ups, which has been operating since 2024, has surpassed 630,000.

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