Starbucks Partners with Jay Chou to Launch Themed Merchandise and Exclusive Collectibles

On May 13, Starbucks China officially announced a collaboration with Mandopop superstar Jay Chou. For the first time, the company is granting its partners (employees) the authority to curate their own in-store playlists.

As part of this partnership, Jay Chou, taking on the role of "Flavor Detective Jay," is endorsing two beverages from the "True Flavor, No Sugar" series: the Unsweetened Vanilla Latte and the Sugar-Free Sea Salt Caramel Americano. The "True Flavor, No Sugar" series separates the flavor from the sugar in Starbucks' signature syrups. Since its launch in April 2025, over 15 million Starbucks Rewards members have tried the series. Nearly 3 out of every 10 "True Flavor, No Sugar" beverages sold are chosen by customers actively seeking to reduce or eliminate sugar. Among the various flavor options, Sea Salt Caramel and Vanilla are the most popular. Furthermore, within the first year of the series' launch, over 8 million customers customized their beverage flavors at Starbucks, with approximately 2 million becoming repeat purchasers. Starting May 20, the Starbucks Reserve Hangzhou Xiaohe Park store and the Starbucks Reserve Nanjing Aishang Tiandi store will be temporarily transformed into Flavor Detective pop-up shops. Beginning May 15, more themed interactive installations will be introduced across all Starbucks stores nationwide. This will be complemented by a matrix of limited-edition merchandise, including lyric-themed cups, vinyl-inspired transparent cards, and surprise receipt designs. Select "Handcraft Friendly" stores will also host activities like themed fridge magnet making. Starting May 13, Starbucks will become the first brand to collaborate on WeChat sticker content, launching a nationwide store check-in campaign. Additionally, Starbucks and Jay Chou will jointly release a range of themed products and exclusive collectibles. This collection will include lyric-themed hot and cold cups, themed tote bags, various limited-edition receipt designs, vinyl-inspired transparent cards, and peel-off film collectibles.