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Coffee Connection Asia Pacific | July 2012 | Issue 48

WHAT’S BREWING Nothing is more perfect than an ice-cold cup of Starbucks in this sizzling hot summer! Starbucks continues to provide refreshment throughout this scorching summer with activities such as the Refreshers and Moon Festival Road Show in Taiwan, Starbucks Refreshers Introduction Blogger Event in the Philippines, and the Summer Frappuccino Challenge and Summer Relaxation campaign with Jojo Struys in Malaysia. Starbucks Korea also celebrated its 13th birthday! Starbucks initiatives to help the community continues with Taiwan’s ‘A-Nei’s best friend’ Program and Thailand’s

Mercy’s Boys Farm grand opening.

Highlights of the Month

Taiwan Leadership Conference 2012

In this issue… What’s Brewing ….P1 – P9 Community …….P10 – P12

Taiwan Refreshers and Moon Festival Road Show

Malaysia Summer relaxation with Jojo Struys

Taiwan ‘A-Nei’s best friend’ Program

Coffee Connection | Asia Pacific | July2012 | Issue 48 Copyright© 2011 Starbucks Coffee Asia Pacific. All rights reserved 2 For internal distribution only.

Refreshing Summer WHAT’S BREWING

TAIWAN: Refreshers and Moon Festival Road Show

Join us for some fun! (Click image for video) Over 330 store partners gathered at Song-Shan cultural park on July 16th for Summer Phase 3, Refreshers and Moon Festival Road Show. To tie up with the concept of summer fun, the marketing team invited a local popular electronic pop band ‘The Girl and The Robots’ to write and produce a special theme song named ‘Summer Dance’ for this promotion. With joyful tunes in the background, John Hsu, the President of Starbucks Coffee Corp kicked off the show by introducing this new handcrafted Refreshers line of drinks to store partners. He then shared the story of another new product, the moon festival gift pack, which is locally developed in the region. John encouraged partners to deliver these two unique products to customers. After lunch break, partners had a pairing tasting of the moon cake with local tea. The moon cake is very unique in flavor and has strong local relevance. The premium gift pack includes two sets of forks and plates that are handmade by the local master carpenter. The operation team then concluded the session by sharing the best practices with store partners. The feedback of the event was very positive and partners are looking forward to the launch of Refreshers and the moon festival gift pack!

http://www.youtube.com/watch?v=79XaNx-FOfs

Coffee Connection | Asia Pacific | July 2012 | Issue 48 Copyright© 2011 Starbucks Coffee Asia Pacific. All rights reserved 3 For internal distribution only

Refreshing Summer MALAYSIA: Summer Relaxation with Jojo Struys

This summer, Starbucks Malaysia invited their digital fans, customers and media friends to relax and chill in Summer Relaxation with Jojo Struys. This exciting event gathered more than 60 participants in 4 participating Starbucks stores on Klang Valley and Penang. Participants included the winners of the previous “Summer Relaxation @ Starbucks” digital contest. Each of the participants received a Summer Goodie Bag containing Starbucks Summer Beverage Vouchers, tumblers and a ‘Letting Go With Joy Strys’ CD. Jojo Struys, celebrity TV personality, renowned columnist and health enthusiast guided the audience through a series of breathing and meditating exercises using the sound of natural ocean waves, forest sounds and deeply calming music from her newly released guided audio relaxation CD ‘Letting Go With Jojo Strys’. Jojo demonstrated how her new CD could help people unwind and relax in their busy lives. Participants felt rejuvenated and energized after the event!


Refreshing Summer KOREA: Celebrating its 13th Anniversary

Starbucks Coffee Korea celebrated its 13th anniversary with NGOs, best volunteer university students, key media and support center partners. A special celebration ceremony was held at the Starbucks support center to mark the 13th Anniversary of Starbucks Coffee Korea and to honor the strong partnership with the Cultural Heritage Administration and various volunteer clubs. Starbucks Coffee Korea donated KRW 44 million (US$ 38,347) to 13 of the best volunteer university students and 4 volunteer clubs to support their ongoing contribution to the community. To celebrate its 13th year in Korea, Starbucks also launched a happy hour event to thank its customers. Around 40 beverages were half priced from 2pm to 5pm on July 27th, creating large crowds in most stores. The happy hour was mentioned repeatedly in social platforms such as Twitter and Facebook.


Refreshing Summer THAILAND: Grand opening of the first drive thru store

In celebration of Starbucks 14th anniversary in Thailand, Starbucks Coffee Thailand has opened its first drive thru store at Porto Chino, the latest community mall in Mahachai, Samutsakorn. This is Starbucks 152nd store in the country. The store is targeted to serve travellers and residents in the nearby community. The first week of opening attracted a large amount of fans eager to experience this unique drive through experience, on the first day, ADT reached 680! In these pictures, Starbucks Thailand Managing Director, Murray Darling, presented the drive thru experience to Starbucks customer.


Refreshing Summer PHILIPPINES: Blogger Event - Introducing Starbucks Refreshers Beverage.

It was a night of refreshment, shaking and tasting for bloggers on July 26th at the Philippine Starbucks flagship store at 6750 Ayala Avenue. Thirteen bloggers were in for a treat; they were not only introduced to the Starbucks Refreshers Beverages, but were also the first to sample the promotional food items and the new line of lunch sandwiches. The evening started off with a green coffee bean game where bloggers were asked to count the number of green beans mixed with roasted coffee beans in a sampler cup. One blogger shouted the right answer in the end and brought home a Starbucks mug and Starbucks VIA Ready Brew. The Category Manager then demonstrated how to make a Refreshers drink and bloggers were given the chance to make their own Refreshers in their very own apron, personalized name plate and Starbucks cap, making them feel like real baristas. Participants then had the chance to sample 12 delicious new food items. To top off the night, each blogger went home with a goodie bag, which contained a spa gift certificate, Starbucks gift certificates, a tumbler and other delicious Starbucks treats.


Refreshing Summer MALAYSIA: Summer Frappuccino Challenge

Starbucks Malaysia challenged 100 digital fans to take part in the Summer Frappuccino Challenge on July 14th at Starbucks St Quay, Penang. The event was highly anticipated as 300 eager fans began queuing up an hour before registration began. In the three hour challenge, participants needed to memorize how to make a delicious Hojicha + Tea Jelly Frappuccino as demonstrated by a star barista and make their own. Participants who made the Frappuccino that met Starbucks standards were rewarded with a limited edition summer goodie bag containing Starbucks summer beverage vouchers and tumbler. There was also a Summer Frappuccino Scene Challenge and participants were well prepared to strike their best pose with their favorite Frappuccino!


Refreshing Summer KOREA: Special moments with Starbucks VIA Starbucks Coffee Korea offered a series of diverse promotions for customers to experience the essence of Starbucks VIA. Starbucks VIA is perfect for all the wonderful outdoor activities in the summer. Starbucks Coffee Korea participated in the third Cosmopolitan bikini festival and served VIA vanilla latte, Iced VIA and VIA cocktails to the 2,100 attendees at the event. The festival is regarded as one of most glamorous events in the summer!

Starbucks Coffee Korea is also running a photo essay contest named “A beautiful road with VIA” from July 27th to August 23rd. Applicants must submit photos capturing different angles of beautiful roads in Korea together with a 40o-word essay that will be reviewed by photo specialists and Facebook users. The winner received two flight tickets to Europe and two Eurail global passes and the runner up received two Eurail global passes.


Refreshing Summer MALAYSIA: What is Starbucks to you #starbucksyoutube It’s time to showcase your creativity and express your feelings in the Starbucks Malaysia YouTube creative contest: ‘What is Starbucks to me…?’ A video contest was organized by Starbucks Malaysia digital team to promote the newly launched Starbucks Malaysia YouTube channel. Participants were asked to shoot and create a video describing what Starbucks means to them. The video links were then shared on the Starbucks Facebook page and the creators of the top three most ‘liked’ videos were rewarded with Starbucks Summer Beverages vouchers. Five creative videos were shortlisted and finalists posted on the Starbucks Malaysia YouTube channel - the channel reached 2,300 views within seven days! Congratulations to the top three winners!

http://youtu.be/ZFbbp6eUHRw (1st Prize)

http://youtu.be/MEt3T5GubcI (2nd Prize)

http://youtu.be/9Ujrg3wHPV8 (3rd Prize)

http://youtu.be/ZFbbp6eUHRw

http://youtu.be/MEt3T5GubcI

http://youtu.be/9Ujrg3wHPV8


Helping the community THAILAND: Mercy’s Boys Farm grand opening

On July 23rd, Starbucks Coffee Thailand, led by Managing Director Murray Darling, participated in the grand opening ceremony of Mercy’s Boys Farm in Bangkok. The project, which Starbucks has been supporting through Starbucks Youth Action Grants, was presided over by HRH Princess Srirasmi, the Princess Consort to the Crown Prince of Thailand, the foundation’s Royal Patronage. At the grand opening ceremony, Starbucks brought VIA experience to foundation staff, royal police, as well as residents in the community. Diligent partners started preparing delicious bakeries and the perfect cup of VIA coffee at 6:30am. Mercy Farm Project aims to educate children following the principles of His Majesty the King’s ‘Self Sufficiency’ theory through practical involvement in a wide range of activities. Starbucks Youth Action Grants supports boys to attend agricultural education trips and training workshops, enabling them to become self-sufficient in farmhouse living as well as equipping them with supplies and tools needed for farming. Starbucks partners in Thailand volunteers help in a number of ways such as giving coffee grounds as part of fertiliser, helping to grow trees and vegetables, and taking part in activities that will help improve children’s self-confidence.


Helping the community TAIWAN: Partnership with World Vision and ‘A-Nei’s best friend’ Program

Taiwan Starbucks has been in partnership with World Vision Taiwan since 1999. The goal is to raise awareness and support in educating indigenous children within the Taiwanese community. This year’s fundraising campaign began on April 18th and ended on July 31st. So far, we have successfully raised more than US$730.000, which equals to one year of tuition for 1,833 children. Another achievement is the ‘A-Nei’s best friends’ album, the album was created by famous singer and executive producer, Biung Wang, 10 aboriginal children and Starbucks partners. They dedicated their time and hearts to record this album. Store partners hold on to every chance to introduce the album to every customer, over 4,000 CD have been sold so far and the all proceeds will go to World Vision Taiwan to enable more aboriginal children to go to school. The following video clip,’A-Nei’s best friends’ is specially made to thank all partners and customers. Click on the image for the clip!

http://www.youtube.com/watch?v=sald6GcpfdE

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