#Starbucks Rewards #U24 Program #My Starbucks Store

Starbucks Japan Unveils U24 Rewards Program for Younger Customers

Starbucks Coffee Japan has made a significant announcement, introducing an innovative rewards program specifically designed for its younger customers aged 12 to 24, called the My Starbucks Store U24, set to launch on July 7, 2026. Recognizing the unique challenges faced by the U24 demographic, such as academic pressures and new social environments, Starbucks aims to create a welcoming space that resonates with the spirit of this vibrant age group.

Supporting the Future Generation

As Starbucks prepares to celebrate its 30th anniversary in Japan, the company is dedicated to supporting the U24 generation through this new initiative. This generation is characterized by rapid change and numerous challenges as they transition into adulthood, and Starbucks wants to be a comforting presence during these formative years. By creating a special rewards program, Starbucks hopes to foster connections and provide uplifting moments through the simple pleasure of coffee.

What is the My Starbucks Store U24?

The My Starbucks Store U24 is designed to enhance the relationship between customers and their preferred Starbucks locations. By registering two favorite stores through the Starbucks app, participants can unlock a range of exclusive benefits:

1. Initial Perk: A U24 Pass providing a 200 yen discount (received from one favorite store).
2. Monthly Rewards: A U24 Pass offering a 100 yen discount, with a total of two passes received each month from each of the registered stores.
3. Surprise Promotions: Irregular exciting initiatives without prior announcements, keeping the experience fresh and engaging.

The idea is to encourage U24 customers to visit Starbucks outlets more frequently, fostering a casual exploration of beverages they might not otherwise try. The interactions with staff—referred to as partners—will also enrich the experience, as they offer personalized suggestions based on customer preferences and engage in friendly conversations.

Imagine strolling into your favorite Starbucks after class or during a free moment between commitments, enveloped by the inviting aroma of fresh coffee. A casual chat with a partner and choosing a drink that fits your mood transforms these snippets of time into refreshing interludes from a busy day.

How to Join the U24 Program

Participating in the My Starbucks Store U24 program is straightforward and can be accomplished in just three simple steps:

1. Download the official Starbucks app and enroll in the Starbucks Rewards program.
2. Register your two favorite stores under