18 °C Taipei, TW
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星巴克在台滿20周年 從國際化到深耕在地 從「第三生活空間」探索突破「第四生活空間」的咖啡體驗

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悠旅生活事業股份有限公司(原統一星巴克股份有限公司)滿20周年,迎接新的扉頁,星巴克將以「服務創新」、「展店多元」、「品牌體驗」三個面向結構,持續為台灣咖啡市場注入新活力,從義式濃縮飲咖啡到開發結合在地滋味的創新咖啡飲品;從隨行卡到電子卡的創新數位星禮程,擴大「第四生活空間」(4th Place)的巨大商機;還有期待的特色店,如「淡水雲門門市」、「洄瀾門市」等,提供消費者獨特的咖啡體驗,期望將台灣咖啡產業帶入另一全新領域。此外,今年度也將持續擴大人文環境的關懷投入,以3~4月份的「GMoS全球服務月」愛地球活動揭開一整年度的公益計畫活動。走過20個年頭,星巴克將貫徹全球性企業使命,並接納在地的刺激與創新反饋,步步打造幸福咖啡島。

201803260002 (3)細數1998年台灣第一家星巴克門市端上第一杯濃縮咖啡飲品開始,星巴克飲品迷人的咖啡香氣每每造成話題,從全球星巴克均一標準化提供的咖啡飲品,到結合台灣在地食材與口味,在這20年間也陸續開發出如「紫甜薯奶霜星冰樂」、「臺玖號花生仙草星冰樂」等叫好叫座的台灣限定飲品,邁入20周年,星巴克持續深耕在地經營,本次全新推出由台灣市場研發及限定販售,亞太區2017 Barista Championship 第二名台灣夥伴Johnny比賽開發出的創意飲料「紅玉紅茶瓜地馬拉冰咖啡」,結合帶有花香的瓜地馬拉咖啡豆與肉桂薄荷香的台灣紅玉紅茶,中西合併帶來清新典雅的好滋味,同時傳達出20年來感謝一直有你的台灣在地情感。

今年除了是星巴克在台灣20周年,也是星禮程兩周年,星巴克積極擁抱數位化的第四空間體驗(4th Place),自2002年發行第一代隨行卡取代紙本的熟客券,到2016年2月,結合隨行卡的全新會員回饋系統「星禮程」上線,提供消費者專屬且更多元化的回饋。今年度再度突破創新,電子卡服務於3月1日上線,只要下載台灣星巴克行動APP 3.2以上版本,註冊會員就能夠獲得專屬電子卡並使用行動支付,由實體到數位,把星巴克門市從街角搬到指尖之上,快速簡便地享受星禮程集星樂趣,而目前星禮程會員數已達150萬位會員,今年度預估將達到180萬會員。

當然,星巴克打造的第三生活空間一直是消費者引頸期待的盛事, 2006年,第一家以藝文空間為主題的形象門市「重慶門市」開幕、2014年第一間車道型的台南「永康中正門市」開幕,多元化的門市屢屢備受矚目。今年度星巴克也將畫下特色店的新里程碑,包括將於三月底開幕,位於雲門劇場旁的淡水雲門門市;以及自年初即因特色的貨櫃屋建築而造成討論熱潮的洄瀾門市也將於今年度開幕,讓消費者體驗星巴克門市特色的創新豐富。預計到今年三月底全台星巴克門市數將達435家門市家數。

在企業社會責任方面,星巴克每年3~4月的「GMoS全球服務月」,除了社區志工服務不間斷外,今年更將以咖啡渣回收利用為主題,透過兩場門市義賣活動,分別於3月24日地球一小時舉辦的關燈活動- 咖啡渣多肉植物植栽義賣講座,與4月22日世界地球日台灣首創星巴克咖啡渣蠟燭義賣活動,呼籲消費者回收環保與節約能源的重要性。此外,更將導入綠色咖啡講座活動,從一杯有意義的道德採購咖啡開始,體認隨手做環保的重要性,並持續號召夥伴及消費者參與,匯集星力量攜手愛地球。

201803260002 (1)迎接20周年慶,今年台灣星巴克以「Exploring Starbucks Taiwan幸福咖啡島」為主軸,也推出20週年紀念系列商品,包括馬克杯、隨行杯、隨身瓶等超過40款品項,設計概念源自於紀念許多星巴克感動的故事,在這20年來陪伴著你我,延伸女神結合經典色系,或者是呈現山脈河川大地的孕育,歷經無數咖啡風景,以咖啡花佐以台灣花卉,多彩繽紛創造歡慶的咖啡與人文風情,呈現20年來星巴克以溫柔的力量成就一杯杯幸福台灣味,並傳達出20周年慶的感謝。而星巴克更將自3月17日~4月12日,於華山藝文特區舉辦「星巴克台灣20年 幸福咖啡島特展」,邀請消費者一起細數20年來,在每一天、每家門市,都有星巴克熱情的夥伴與您透過一杯咖啡相互交流連結,共度溫暖美好的時光,並藉由品牌特展一起歡慶星巴克20周年,邀請大家繼續一起與我們同行,迎向第二個第三個二十年,持續探索美好的咖啡體驗。

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  「星巴克台灣20 幸福咖啡島特展」           

  • 日期:2018年3月17日~4月12日 (12:00~20:00)
  • 地點:華山文創園區-華山中A4紅酒作業場(台北市中正區八德路一段1號)
  • 免費入場。
  • 特展首賣商品&特殊飲料(2018/3/17上市~售完為止):


  1. 入口處凡出示替換FB大頭貼活動者(替換圖樣請見散步幸福咖啡旅程活動說明),可以於展場中貼紙抽獎箱隨機獲得咖啡杯貼紙乙張,數量有限,贈完為止。
  2. 凡於展場內商品區消費(不限金額) ,即可獲得好友分享券乙張,每人每次限兌換乙張,數量有限,贈完為止。
  • 特展注意事項:
  1. 特展首賣商品限購規範: 歡慶20 Giant Abbey杯每人每次限購1個,20週年紀念隨行卡每人每次限購10張,如要再購買需重新排隊結帳。
  2. 特展首賣之五款指定商品,恕不適用任何折扣、兌換星禮程回饋與各行銷活動。
  3. 特展銷售飲料,恕不適用於折扣、優惠、兌換星禮程回饋、飲料升級優惠與各行銷活動。
  4. 特展會場滿額贈活動: 單筆消費滿$8800 可獲贈限量磚紅色字母帆布提袋乙枚,贈品限量50個,送完為止,將不另行公告。
  5. 星禮程會員全額以星禮程帳號中任一隨行卡或APP行動支付,消費可以累計星星,2018/3/17(三)~2018/3/20(二)購買20週年指定商品,每個可額外獲贈Bonus Star(可累計)。
  6. 本公司保留活動變更及調整之權利,如有變動請以星巴克網站(www.starbucks.com.tw)公告為主。
  7. 本活動僅限台灣地區,詳情請至星巴克網站(starbucks.com.tw)。


  1. 憑此券購買兩杯容量/冰熱/口味皆一致的飲料,其中一杯由星巴克招待。
  2. 單次消費僅限使用乙次,飲料限當場一次領取,不適用於外送外賣及預訂服務。
  3. 咖啡好友分享券不得更換現金,逾期、影印、翻拍無效,遺失不補發。
  4. 優惠品項依各門市現貨為準,不包含罐裝飲料、典藏系列咖啡、手沖、濾壓壺咖啡、虹吸式咖啡及含酒精飲料。
  5. 特展會場、二航管制區門市(桃園國際機場第二航廈管制區內)車道服務不提供此優惠。