Introduction:Starbucks has recently filed multiple trademark applications in Russia, signaling a potential return to the local market. Since its withdrawal in 2022 due to the Russia-Ukraine conflict, its former 130 stores were taken over by the local brand Stars Coffee. Now, with shifting international dynamics, the possibility of Starbucks re-entering Russia has increased. How will this impact the positioning of Stars Coffee? This article explores the progress of the trademark applications, market trends, and potential challenges.

Starbucks has recently completed the trademark application process with the Russian Federal Service for Intellectual Property (Rospatent) and received a registration decision, indicating that the international coffee chain may return to the Russian market in the near future. Following the outbreak of the Russia-Ukraine conflict in 2022, Starbucks announced its complete withdrawal from Russia, closing its 130 local stores, with its assets acquired by local businesses and reorganized under Stars Coffee.

According to data from Rospatent, Starbucks’ new trademark applications entered the review stage in May 2024 and were officially approved on March 4, 2025. This application covers several brand names, including “Starbucks Coffee” and “Frappuccino,” and involves ready-to-drink coffee and instant products, classified under categories 21, 30, 35, and 43. This indicates the brand’s intention to make a comprehensive return to the Russian market.

In fact, as early as 2023, Russian media reported that Starbucks had submitted 14 trademark registration applications to protect multiple core product lines. Currently, Starbucks has successfully secured trademark rights in various categories under Russia’s international classification of goods and services, laying a legal foundation for its future market re-entry.

The progress of these trademark applications undoubtedly brings some pressure to Stars Coffee, which took over Starbucks’ former stores in Russia. As the replacement brand following Starbucks’ exit, Stars Coffee quickly established its presence in the local market by replacing the iconic siren logo with an image of a Russian traditional headdress-wearing girl. However, with the return of the original brand, Stars Coffee will face challenges in adjusting its brand positioning and market strategy.

Notably, Stars Coffee previously petitioned the court to cancel Starbucks’ trademark protection in Russia to avoid potential infringement issues during future expansion. Now that Starbucks has shown signs of returning, Stars Coffee’s market position has become even more awkward. How to maintain its competitive edge will be a critical issue it must address.

Market sources indicate that an anonymous buyer is in talks to repurchase the operating rights of Starbucks’ former Russian stores, with a reported offer of around $270 million. However, the current owner of Stars Coffee has not responded to this, nor confirmed the authenticity of the offer.

Industry analysts point out that as the Russia-Ukraine war situation gradually stabilizes, up to 350 foreign brands that previously withdrew are expected to consider returning to the Russian market. However, political scientists caution that these brands may find the market already dominated by local competitors upon their return, with development conditions vastly different from the past.

Whether Starbucks can successfully re-enter the Russian market and stand out among Stars Coffee and other local brands still depends on its subsequent market strategy, product positioning, and consumer feedback. Regardless of the outcome, this move will have a profound impact on the landscape of the Russian coffee market.

The above content is compiled by CoffeeHunters, a coffee news website.