Starbucks Korea launches Harry Potter-themed offerings

SOUTH KOREA – Leading coffeehouse chain Starbucks has launched an assortment of Harry Potter-themed beverage offerings, merchandise and food in partnership with Warner Bros. Discovery Global Consumer Products.

One highlight is the Hogwarts Golden Syrup Vanilla Latte, inspired by the Treacle Tart dessert from the Harry Potter series, blending vanilla and caramel flavors.

It is offered with one of four Hogwarts-themed toppings. Another standout is the Slytherin Plum Green Tea, symbolizing Slytherin House with a tea bag that creates a yellow gradient, reminiscent of the house’s serpent emblem. 

In the dessert category, the Happee Birthdae Harry Cake reimagines Hagrid’s birthday cake for Harry, with layers of pound cake, strawberry jam, and cream cheese.

Additionally, the Platform 9¾ Cake combines layers of strawberry yogurt cream, white yogurt cream, and strawberry jam. The Harry Potter Cookie Bar features four butter cookies. 

The merchandise lineup includes the Harry Potter Sion Mug, which reveals a Hogwarts house design when filled with hot water, and the Elma Tumbler series, showcasing designs for each Hogwarts house. Other items include a Slytherin-themed Bearista plush doll and a wand-shaped drink muddler.

Reusable bags featuring the Platform 9¾ and Happee Birthdae Harry Cake designs are available for 3,000 won with qualifying purchases. From January 1 to January 7, customers can earn bonus stars with purchases of collaboration items.  

This menu diversification strategy follows a challenging period for Starbucks. In October 2024, the company suspended its fiscal year 2025 forecast as CEO Brian Niccol called for a strategic overhaul to revive growth. 

Preliminary financial results for the 13-week fiscal fourth quarter (Q4) and the 52-week fiscal year ending September 29, 2024, revealed a 3% decline in Q4 consolidated net revenue to US$9.1 billion.

Full-year consolidated net revenue rose by 1% to US$36.2 billion. Earnings per share (GAAP) dropped by 25% year-over-year to US$0.80. 

Global comparable store sales decreased by 7% in Q4 and 2% for the fiscal year. In North America, comparable store sales fell by 6%, driven by a 10% drop in transactions, partially offset by a 4% rise in average ticket size. 

In China, comparable store sales saw a 14% decline, attributed to an 8% drop in average ticket size and a 6% fall in transactions. These results reflected increased competition and weak macroeconomic conditions impacting consumer spending.

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