With the Dragon Boat Festival approaching, Starbucks has initiated a sales push for its zongzi, placing pressure on its staff.
A former Starbucks store manager recently posted a video stating that each store manager carries a monthly sales target for the company's 'Starbucks Ice Zongzi'. She claimed that many stores engage in relentless sales tactics, with employees often paying out of pocket to meet these goals annually. She described the situation as a scheme to recirculate employee wages back into the company.
On social media, numerous individuals identifying as Starbucks staff have posted appeals for help selling the 'Ice Zongzi' to recoup their upfront payments. Among these employees are many student interns, who have expressed confusion online, asking questions like "How do I even sell these?" and noting they had to "ask my sister to buy some."
Information gathered from multiple Starbucks employees and managers confirms the existence of both sales quotas and the practice of staff covering costs. The 'covering costs' refers to employees purchasing the zongzi sets at an internal price—around 160 yuan for a set with a retail price of 198 yuan—and then selling them on platforms at a loss, with final selling prices often falling below 120 yuan. This results in a loss of 30 to 50 yuan per transaction.
When asked about consequences for not meeting sales targets, a commonly cited measure among staff is the reduction or elimination of shifts that pay triple wages.
Inquiries were made to Starbucks regarding these allegations, but no response was received prior to publication. The official Starbucks customer service stated they "have not verified the related information at this time," emphasizing the company's internal focus on standardized seasonal product sales and advising customers to purchase through official channels to protect their rights.
Student Interns: "The Store Requires Me to Pay for Selling Zongzi"
Recently, several self-identified Starbucks employees have voiced their struggles on social platforms, asking how to sell the zongzi and stating they have yet to make a single sale. They described significant pressure during the sales period, affecting student interns, part-time workers, and full-time employees alike, leading to situations where staff feel compelled to purchase the products themselves. They characterized this as a form of forced self-funding without any commission.
One student intern from Zhejiang province posted an image online, explicitly stating they had just paid for the products and were unsure how to sell them. Another intern from Jiangsu province reported a similar experience, having been assigned to sell zongzi within their first week of work, with each person typically given a quota of 10 to 20 sets. Another employee mentioned being assigned 20 sets and facing public criticism from the manager for failing to meet the target.
Under this pressure, some student interns have reportedly relented and sought help from family members, with one noting they "had my older sister help buy a box."
According to images provided by staff, the 2026 Starbucks Ice Zongzi collaboration set is priced at 198 yuan per bag, which includes a themed bag and eight zongzi in flavors such as Rose Hawthorn, Taro Mochi, and Mung Bean Rice Wine.
Sources indicate that sales quotas for the Ice Zongzi vary by store location and daily sales performance, with busier, high-traffic locations typically receiving higher targets. Once assigned to a store, the manager distributes the quota among staff, decides individual assignments, and monitors sales progress. In some high-pressure stores, even student interns are required to participate in the sales drive.
Student interns have expressed confusion, with one questioning how to handle being assigned 16 sets immediately upon starting work, feeling unable to sell any and unwilling to pay the cost. Another reported being given a quota of 10 sets.
Employees: "No Triple-Pay Shifts if You Don't Meet the Target"
However, the necessity of taking on zongzi sales tasks is linked to the store manager's own performance metrics.
Some Starbucks employees stated that their manager handles the sales personally, so the staff are not required to sell. Others mentioned that their manager covers the costs instead of the employees. Conversely, some reported being asked to sell the products on their very first day of work.
Multiple employees clarified that the 'covering costs' practice does not typically involve paying the full 198 yuan retail price. Instead, it involves purchasing the sets at the internal price and then selling them at a loss, with the staff effectively covering the difference between the internal cost and the final selling price.
Currently, searching for Starbucks zongzi vouchers on second-hand trading platforms shows prices generally ranging from 85 to 100 yuan. On social media, many Starbucks employees are also seen selling these vouchers at a loss, with prices usually between 100 and 135 yuan.
An employee, referred to as Xiao Xin, expressed frustration, noting that even at these discounted prices, demand is low, and staff may have to repeatedly absorb further losses until the items are sold.
When discussing penalties for unmet targets, the reduction or denial of triple-pay shifts was again a commonly cited consequence. Xiao Xin revealed that managers apply pressure, with one reportedly stating that failure to sell would affect eligibility for triple-pay shifts during the Mid-Autumn Festival period. Another employee admitted to pushing sales primarily to secure those coveted higher-paying shifts.
The issue is not confined to employees; some regular Starbucks customers have also expressed discomfort with the sales push.
Several consumers stated they now avoid visiting stores for coffee due to persistent zongzi sales pitches over the past two years. Others reported being aggressively recommended the zongzi even when purchasing other items like mugs, and some mentioned avoiding friendly interactions with staff to prevent awkward sales conversations.
Further inquiries to Starbucks regarding the practice of employees funding sales received no response. The official customer service line reiterated it had "not verified the related information."
Official Stance: "Self-Funding Purchases Are Not Allowed; It's a Matter of Principle"
This is not the first instance of Starbucks employees reporting pressure to fund product sales. Around last year's Mid-Autumn Festival, a post surfaced from a student intern who claimed to have been forced to prepay for 15 boxes of mooncakes, amounting to nearly 3,000 yuan, causing financial strain.
At that time, Starbucks China stated it would investigate the matter and emphasized that "self-funding purchases are not allowed; it's a matter of principle." However, similar issues have emerged again ahead of this year's Dragon Boat Festival.
It is noteworthy that in April of this year, Starbucks announced a change in its ownership structure in China, partnering with Boyu Capital. Under the agreement, a fund managed by Boyu holds a 60% stake in Starbucks' China retail operations, while Starbucks Global retains a 40% stake and continues as the owner and licensor of the brand and intellectual property. Approximately 8,000 company-operated stores in mainland China will transition to a licensed model operated by the new joint venture.
Following the establishment of the joint venture, the full revenue from Chinese stores, which was previously fully consolidated by Starbucks, is expected to be reported in two parts: equity earnings reflecting the 40% stake in the joint venture's profits, and 'supply chain and licensing revenue' from selling coffee beans and collecting brand licensing fees from the venture.
During the Starbucks China Partner Forum held in the same month, Starbucks China CEO Liu Wenjuan emphasized the importance of employees, stating that "partners are the heartbeat of Starbucks" and that the brand's long-term success depends on their empowerment and achievement. However, the incidents surrounding mooncake sales last year and the current zongzi sales pressure appear to contradict this stated vision.
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