Green Island

Starbucks kicks off work in the Year of the Horse: ribbon-cutting and in-store interactions

ZANYI reviews Starbucks’ Year of the Horse Lunar New Year campaign: four beverages were paired with cup sleeves featuring four gold-foil patterns—peach blossoms, gourds, gold ingots, and auspicious clouds symbolizing support—along with short videos about putting up and receiving good-fortune signs, as well as window decals in stores. On the fifth day of the Lunar New Year, partners dressed as the God of Wealth, while other in-store activities included sprinkling gold powder and applying stickers. When work resumed after the holiday, the campaign continued with ribbon-cutting and gift packs. The case study’s stated value lies in the continuity of the design across the cup-sleeve patterns, festive actions, and in-store execution. Claims regarding the campaign’s effectiveness were made by the project team.