Starbucks Japan launched the “Discovery Series” on July 22, replacing the former Been There Series with regional souvenirs designed to highlight everyday local life. The collection features 19 regional mugs and a nationwide Japan design, created through roundtable discussions with local employees to identify authentic landmarks and customs.
Hyper-Localism in Retail: The Shift from Landmarks to Lifestyle
While previous iterations focused on broad tourist attractions, Starbucks is now targeting “deep cultural experiences,” according to the company. This shift mirrors a broader trend in Japanese tourism where repeat visitors move beyond the “Golden Route” of Tokyo, Kyoto, and Osaka to explore rural prefectures.
The designs reflect this granularity. The Tokyo mug depicts crowded commuter trains rather than just the Tokyo Tower. The Osaka design references manzai comedy (the boke and tsukkomi dynamic) and the local ame-chan culture of sharing sweets. In Fukuoka, the artwork highlights the region’s specific cheering culture found at sporting events and festivals.
Did you know? Each Discovery Series design contains a hidden Starbucks paper cup, maintaining a “treasure hunt” element carried over from the previous Been There Series.
Pricing and Product Availability Across Japan
The collection is tiered by product type and regional availability. While mugs cover a wide geography, high-end accessories are limited to a select few hubs. All items were made available at participating stores starting July 22, with online sales beginning July 21.
| Product | Price (JPY) | Availability |
|---|---|---|
| Discovery Series Mug (414ml) | 2,800 yen | 19 Regions + Japan Edition |
| Stainless Steel Bottle (473ml) | 5,800 yen | 6 Regions + Japan Edition |
| Pin Badge Set | 2,950 yen | 6 Regions + Japan Edition |
| Eco Bag | 2,800 yen | 6 Regions + Japan Edition |
| Notebook | 2,200 yen | Japan Edition Only |
The 19 regional mugs cover Hokkaido, Sendai, Tochigi, Tokyo, Yokohama, Kanazawa, Nagano, Gifu, Nagoya, Kyoto, Osaka, Kobe, Nara, Hiroshima, Fukuoka, Nagasaki, Kumamoto, Oita, and Okinawa.
Employee-Driven Design as a Market Research Tool
Starbucks developed the series using a bottom-up approach. The product development team conducted roundtable discussions with groups of 10 to 15 employees from each region. This method ensures the “unique charms” of the area are captured by those living there, rather than relying on external travel brochures.
This internal crowdsourcing allows the brand to identify “surprising motifs” that resonate with locals and adventurous tourists.
Pro Tip: If you are collecting the full set, check the online store first. According to Starbucks, online sales typically precede in-store availability by one day, providing a head start on limited regional drops.
FAQ: Starbucks Discovery Series Japan
What is the difference between the Discovery Series and the Been There Series?
The Discovery Series features more colorful, playful illustrations and focuses on everyday life and local customs rather than just major landmarks.
How many regional mugs are available?
There are 19 regional mugs, plus one nationwide Japan design.
Where can I buy the Discovery Series?
Items are available at participating Starbucks stores across Japan and through the official Starbucks Japan online store.
Which regions have the stainless steel bottles and eco bags?
These items are limited to the Japan edition and six specific regions: Hokkaido, Tokyo, Kyoto, Osaka, Fukuoka, and Okinawa.
What is the price of the Discovery Series mug?
The 414ml regional mugs retail for 2,800 yen.
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