Starbucks Korea says Black Glazed Latte tops 30 million cumulative sales
In short
Starbucks Korea said its Black Glazed Latte, sold only in the autumn season, has passed 30 million cumulative cups since its 2019 launch. One in three customers who bought the drink this year bought it more than once, and more than half of repeat buyers were in their 20s and 30s, the company said. Starbucks is also running a rewards stamp challenge from Oct. 6 to 14 offering a 1+1 coupon for its glazed drinks.
Read the full story 1 min read
Starbucks Korea said on Oct. 6 that its Black Glazed Latte has surpassed 30 million cumulative cups since the drink was first launched in 2019. Yonhap, Asia Economy and Newsis all carried the figure, which the company announced. The drink is presented each autumn season rather than year-round. [ 1 , 2 , 3 ]
Yonhap said this year's sales began on Aug. 28. Asia Economy said only that sales began in August, without giving a date. Asia Economy reported that the drink is currently the top seller among this year's autumn season beverages. Both Yonhap and Asia Economy said one in three customers who bought the drink this year purchased it two or more times, and that more than half of those repeat buyers were in their 20s and 30s. [ 1 , 2 ]
Asia Economy described the drink as espresso topped with mascarpone cheese-flavored glazed foam, mocha drizzle and burnt caramel powder. Starbucks is applying the glazed foam to other drinks, including matcha, hojicha and black tea, the two outlets reported. The Matcha Glazed Tea Latte, first launched last year, was re-released last month, while the Hojicha Glazed Tea Latte and the Glazed Foam Black Tea were introduced this year. [ 1 , 2 ]
Asia Economy also reported that Starbucks is running a “Daily Coffee Stamp Challenge” for all Starbucks Rewards members from Oct. 6 to 14. Members who buy coffee drinks or beans and collect three coffee bean stamps receive a 1+1 coupon for a glazed drink. A Starbucks official said the company will continue to introduce “differentiated drinks of its own that customers can look forward to and return to each season,” Yonhap reported. [ 1 , 2 ]
Why it matters
The figures show how a limited seasonal item can hold customer attention over several years and drive repeat purchases, which is the measure the company itself highlighted. Starbucks is also using the glazed foam developed for the drink across its tea line, extending one product's format into a wider seasonal lineup. The documents give no sales or revenue figures, so the milestone's commercial weight cannot be judged from them.
Key facts
- Starbucks Korea said the Black Glazed Latte passed 30 million cumulative cups since it was first launched in 2019. [ 1 , 2 , 3 ]
- The drink is a seasonal item presented each autumn, and this year's sales began on Aug. 28. [ 1 , 2 ]
- One in three customers who bought the drink this year purchased it two or more times, and more than half of repeat buyers were in their 20s and 30s. [ 1 , 2 ]
- Asia Economy reported the drink is currently the top seller among this year's autumn season beverages. [ 2 ]
- Starbucks is applying the glazed foam used in the drink to tea beverages including matcha, hojicha and black tea. [ 1 , 2 ]
- Starbucks Rewards members can collect three coffee bean stamps between Oct. 6 and 14 to receive a 1+1 coupon for glazed drinks. [ 2 ]
Confirmed by several sources
- The Black Glazed Latte has surpassed 30 million cumulative cups since its 2019 launch. [ 1 , 2 , 3 ]
- The drink is an autumn seasonal item, and one in three buyers this year bought it more than once, with more than half of repeat buyers in their 20s and 30s. [ 1 , 2 ]
- The glazed foam used in the drink has been extended to matcha, hojicha and black tea beverages. [ 1 , 2 ]
Still unclear
- Exactly when this year's Black Glazed Latte sales began. Yonhap gives Aug. 28, while Asia Economy says only that sales started in August, so the precise date rests on a single outlet.
- Details from the Newsis report beyond its headline. The article text carried under the Newsis headline concerned a financial-sector hacking investigation rather than the beverage, so only its headline could be used for this event.
What local media are saying
Timeline, local time
- Yonhap publishes Starbucks Korea's announcement that the Black Glazed Latte passed 30 million cumulative cups. [ 1 ]
- Asia Economy reports the milestone, the drink's No. 1 sales position among autumn beverages and the Oct. 6-14 rewards stamp challenge. [ 2 ]
- Newsis publishes a report headlined on the drink passing 30 million cumulative cups. [ 3 ]