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Starbucks Japan Turns Its Menu Into Blind Box Collectible Plush Charms With the "Joyful Capsule" Series
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Hypebeast
Starbucks Japan is stepping into capsule-toy territory for the first time with the Starbucks Joyful Capsule, a run of palm-sized plush charms shaped like the chain’s most recognizable menu items.
Sold through blind capsules under the concept “Starbucks Charm with Warmth,” the collectibles arrive August 2, a date the company marks as the anniversary of its arrival in Japan.
Every capsule contains one charm at random, so buyers only learn which they have pulled once the roughly 75mm shell cracks open.
A more exclusive tier extends the collection at Starbucks Reserve Roastery Tokyo, which receives its own Starbucks Reserve Joyful Capsule the same day.
The Starbucks Joyful Capsule and Starbucks Reserve Joyful Capsule both launch August 2, with the standard set available at 19 Tokyo stores and the Reserve set exclusive to Starbucks Reserve Roastery Tokyo.