Recently, a limited edition Valentine’s Day tumbler launched in collaboration between Starbucks and tumbler brand Stanley in the United States has become very popular and is being sold for hundreds of dollars (hundreds of thousands of won) more.
According to foreign media such as the New York Times (NYT) on the 5th (local time), on the 3rd, the U.S. hypermarket Target began selling a limited edition quencher tumbler to commemorate Valentine’s Day, created through collaboration between Stanley and Starbucks.
The tumbler size is 40 ounces (approximately 1.18 liters) and is released in two colors: pink and red. The selling price is $45 (approximately 60,000 won), but it is being resold at a price ranging from $500 to $600 (approximately 650,000 to 790,000 won) on the US auction site eBay.
The NYT reported that the tumbler is a limited edition commemorating Valentine’s Day on February 14th and is popular with millennials and Generation Z, especially women.
It is currently sold out online, and Starbucks said there are no plans to bring in additional tumblers in stock.
Accordingly, consumers are eager to make on-site purchases to purchase the tumbler. Some Americans camped out overnight and waited in line outside the store. Videos of people lining up outside the store were posted one after another on social networking services (SNS).
As soon as the Target store opened, people made an ‘open run’ to buy tumblers. Social media showed people running towards the tumbler in the center of the store as soon as it opened. During this process, a fight broke out in the store over a tumbler. Accordingly, Target stores limited the number of tumblers customers could purchase.
Shelley Cohan, a professor of retail management at Syracuse University, said, “Brand marketing (in the past) was primarily targeting men, but now it is targeting women. Scarcity is having an impact, especially among women, and this is what is driving the craze.”
It was also said that the reason for the increased public interest in the Stanley Tumbler was related to social media. In particular, Tumblr users on TikTok have been driving the trend by introducing products they own or showing various accessories to decorate their tumblers.
Meanwhile, Stanley, headquartered in Seattle, Washington, USA, is a camping equipment manufacturer established in 1913. Tumbler products are gaining popularity both at home and abroad, and the company entered the domestic market in 2010.
Stanley tumblers are famous for being durable and recyclable, contributing to environmental preservation.
Kim Ye-seul,
Source: Donga
Mark Jones is a world traveler and journalist for News Rebeat. With a curious mind and a love of adventure, Mark brings a unique perspective to the latest global events and provides in-depth and thought-provoking coverage of the world at large.