Okay, so Starbucks Japan is doing something totally new – capsule toys! They’re called ‘Starbucks Joyful Capsules,’ and you get these adorable little plush charms inside that look like all my favorite drinks and treats from Starbucks. It’s a blind box thing, which means it’s a surprise what you get! They’re dropping on August 2nd, which is when Starbucks first came to Japan, so it’s kind of a celebration. I need to collect them all!
This new product taps into a popular Japanese tradition: gachapon – capsule vending machines offering random collectible toys. These machines have been incredibly popular in Japan for decades and inspired the ‘blind box’ trend now seen worldwide, driving demand for everything from designer figurines to trendy plushies. By releasing its own capsule toy through this system, Starbucks is using a proven method that encourages customers to buy repeatedly, trade with others, and experience the excitement of collecting – the same approach behind many recent limited-edition releases.
These products are designed to appeal to people who love collecting things. The initial collection includes five different plush toys modeled after popular Starbucks drinks and treats: a Double Tall Latte to go, a Caramel Macchiato in a mug, TOKYO Roast coffee, a Matcha Cream Frappuccino, and a Sugar Donut. Each toy comes inside a capsule – you don’t know which one you’ve gotten until you open it! The toys have little hooks on them so collectors can connect their favorites together or attach them to bags and accessories, making the collection customizable and fun.
The timing of this release adds extra meaning. Starbucks has been popular in Japan for thirty years and is now deeply integrated into the country’s culture – people get excited about their seasonal drinks, like limited-edition Frappuccinos, almost as much as they do for exclusive fashion items. By launching these new items around their anniversary in Japan, Starbucks presents them as a way to celebrate that long history, rather than just selling merchandise.
Starbucks is releasing a special set of collectible capsules, with an even more limited edition available at its Tokyo Reserve Roastery on the same day. This exclusive set features four designs inspired by popular items from the Roastery’s menu – including To Go Americanos and Lattes, a unique coffee blend, and a Cornetti Crema pastry – making it worth a trip to the Nakameguro location for collectors. Both sets are targeted towards those 15 years and older, and Starbucks is limiting purchases to two per person initially, anticipating high demand as with previous capsule releases.
Both the Starbucks Joyful Capsules and Starbucks Reserve Joyful Capsules will be available starting August 2nd. You can find the regular version at 19 Starbucks locations in Tokyo, while the Reserve version will only be sold at the Starbucks Reserve Roastery Tokyo.
2026-07-29 14:57