Introduction:On the eve of the Dragon Boat Festival in 2023, Starbucks once again launched its seasonal Star Ice Zongzi. However, many consumers noticed that although the price remained unchanged at 198 RMB, this year’s Star Ice Zongzi reduced the quantity from 8 to 6 pieces, the number of flavors from 5 to 4, and the gift included was changed from an early-bird pouch to a choice between two limited-edition gift bags. This article provides a detailed analysis of the changes in this year’s Star Ice Zongzi, compares the flavor profiles, and explores whether its market strategy aligns with the expectations of the new generation of consumers.
On the eve of the Dragon Boat Festival in 2023, Starbucks, as per tradition, released its limited-edition holiday product — the Star Ice Zongzi — and began pre-sales on April 26. However, many consumers observed that although the price per bag remained at 198 RMB, the actual contents had undergone noticeable adjustments: the total number of zongzi decreased from the usual 8 to 6, the variety of flavors was reduced from 5 to 4, and the previously included early-bird coin purse was canceled, replaced by a choice between two themed gift bags.
According to internal information from Starbucks, the 2023 Star Ice Zongzi are priced at 198 RMB per bag but actually contain only 6 zongzi instead of the previous 8. Additionally, the five flavors offered in previous years were streamlined to four this year: Meng Meng Ka (lemon cheese espresso flavor), Zhi Zhi Salted Egg Yolk (cream cheese salted egg yolk flavor), Gei Li Ye (lemongrass lychee coconut flavor), and Wu Long Xiao Tao Qi (peach oolong tea flavor). These flavors continue the concept of combining coffee or tea elements with traditional festive snacks, though the selection is more focused compared to last year.
Regarding the additional gifts, in previous years, customers who pre-ordered the Star Ice Zongzi early could receive a small early-bird pouch, which was both practical and commemorative. However, in 2023, this benefit was removed and replaced with two different Star Ice Zongzi-themed gift bags, from which customers can choose only one as an additional gift with purchase. Although the gift bags also have certain collectible and packaging uses, overall, the added value this year is indeed not as high as in the past.
Observing recent market trends for holiday-limited products, many brands launch creative items incorporating seasonal elements during traditional festivals, aiming to attract consumer attention through novel flavors and packaging designs. As one of these products, Starbucks’ Star Ice Zongzi previously gained positive feedback for its unique coffee flavors and exquisite appearance. However, the 2023 adjustments — including reduced quantity, fewer flavor options, and the removal of the early-bird pouch — left some consumers disappointed, feeling that the “less quantity, same price” strategy is hard to resonate with the new generation of value-conscious consumers when the price remains unchanged.
In fact, the current market expectations for holiday foods go beyond flavor innovation and extend to the product’s “social attributes.” An increasing number of young consumers consider factors such as photo appeal, shareability, and potential to become a highlight on social media platforms when choosing holiday products. Therefore, aside from flavor adjustments, design aesthetics, packaging formats, and additional accessories have also become important factors influencing purchasing decisions.
In contrast, while Starbucks’ strategy for this year’s Star Ice Zongzi continues its signature high-end packaging and cross-category flavor combinations, the adjustments in quantity and gifts did not fully meet today’s consumers’ dual expectations for “value for money” and “experience.” Especially as younger demographics place greater emphasis on consumption experience and personalized needs, relying solely on brand influence and seasonal timing is no longer sufficient to guarantee a product’s market appeal.
In summary, the 2023 Starbucks Star Ice Zongzi, while keeping the price unchanged, adjusted its product configuration by reducing quantity and flavor choices, as well as altering the gift content. While these moves reflect considerations of cost and market strategy to a certain extent, whether they can truly satisfy the expectations of the target customer base still awaits further validation through market feedback. For consumers who enjoy trying holiday-limited coffee-flavored snacks, the remaining four flavors can still be chosen based on personal preference this year. However, if overall purchasing experience and added value are priorities, it is advisable to compare options before deciding whether to make a purchase.
The above content is compiled by CoffeeHunters, a coffee news website.
