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Creating Moments for Tumbler Use: The Starbucks Tumbler Challenge

In a bid to advance the culture of reuse, Starbucks Coffee Japan has launched the "Starbucks Tumbler Challenge," a groundbreaking initiative that promotes the use of personal tumblers. Set to run from May 2025, this initiative collaborates with music events, universities, and local communities, nurturing a sustainable mindset among consumers.

What Are "Moments to Want to Use a Tumbler"?

Starbucks has long promoted the idea of reusing with various offerings, such as providing mugs and glasses in-store and offering discounts for customers who bring their own tumblers. Yet, as of May 2023, the company recognized that merely encouraging customers to bring their tumblers wasn’t enough. It launched the participatory project "Tumbler部" (Tumbler Club), aimed at making the use of personal tumblers fun, easy, and habitual.

The challenge lies in encouraging people to incorporate tumblers into their everyday lives. To address this, Starbucks seeks to create engaging moments that encourage their use through diverse collaborative events in three environments: music festivals, university campuses, and local communities.

Details of the Starbucks Tumbler Challenge

Challenge #1: Collaborative Event with Artist Hirai Dai

Duration: May 10 - June 1, 2025 (Five performances)
Overview: The first event was featured at the music festival "HIRAIDAI presents THE BEACH TRIP 2025," where Starbucks set up a booth encouraging fans to bring their tumblers. Those who did received free iced coffee and a special sticker. With 5,067 cups served across five performances, the event illustrated how artist collaboration can increase the desire to use a personal tumbler.

Challenge #2: Campus Initiative at Kansai Gakuin University

Duration: June 16 - June 27, 2025
Overview: To further promote tumbler use among students, Starbucks organized "MY TUMBLER WEEKS" at its Kansai Gakuin University store. This initiative featured discounts on reusable cups and special stickers for participants, making it easy for even those without tumblers to join. Feedback from students highlighted a sense of accomplishment in contributing to environmental efforts, bolstered by warm interactions from store partners.

Challenge #3: Community-Based Tumbler Initiative in Shonan

Duration: July 19 - August 17, 2025
Overview: Targeting local residents, the Shonan Starbucks store ran a challenge focusing on reducing waste and increasing greenery in the area. Families were engaged in fun, interactive activities, making the environmental message feel personal and immediate. The local context made using personal tumblers not just an environmental act but a communal one.

An Insightful Path Towards a Sustainable Future

Through the Tumbler Challenge, Starbucks is gathering valuable insights into customer behavior and preferences, enhancing future reuse initiatives. The ultimate goal is to foster a culture where carrying and using a tumbler is not only a sustainable choice but a fun and common part of daily life.

What is Tumbler部?

"Tumbler部" is a community-focused project that encourages members to enjoy using their tumblers together in a fun and engaging way. Beginning in 2023, Starbucks welcomes all customers using their tumblers as "TUMBLers." This initiative spans across Starbucks' physical stores and digital platforms, creating a dynamic, interactive space for community engagement.

By continuing to advocate for sustainable practices and enhancing the use of reusable options, Starbucks aims to lead significant changes in consumer behavior, promoting a greener, more responsible future for everyone.

For more information about the ongoing initiatives and updates from Starbucks, visit Starbucks Japan.