As Japan prepares for the arrival of spring, Starbucks Japan has launched its annual Sakura collection, offering a limited-time menu of cherry blossom-themed beverages and a range of seasonal merchandise. The rollout, which began on , is already drawing significant attention from both local consumers and international visitors eager to experience a uniquely Japanese tradition.
This year’s collection centers around the theme of “saku yo” (“bloom!”), capturing the anticipation and beauty of the pre-blossom season, according to the company. The launch includes three new cherry blossom drinks: the Sakura Sakuyo White Peach Frappuccino, the Sakura Sakuyo Latte and additional seasonal offerings. The Frappuccino, priced at ¥700 (approximately US$4.56), features a blend of milk and white peach powder, with options for alternative milk choices, including soy.
The Sakura Sakuyo White Peach Frappuccino is visually striking, designed to resemble the delicate hues of sakura buds. It features a pale pink base accented with stronger shades of pink in the milk pudding and white peach jelly, complemented by a cherry blossom-flavored sauce drizzled around the cup. Cherry blossom chocolate shavings, in two shades of pink, complete the presentation. Customers have noted the drink’s subtle floral notes and the sweetness of the white peach, creating what one observer described as a taste of spring on the palate.
The Sakura Sakuyo Latte, priced at ¥630, is also available, continuing the floral theme. While details on the latte are currently limited, the emphasis remains on capturing the essence of the blossoming season.
Beyond the beverages, Starbucks Japan is offering a substantial collection of 29 merchandise items. These include a “Handy Stainless Bottle Pink Beige” (500ml) with a pearl-like finish and minimalist sakura illustrations, a “Glitter Stainless Bottle Pink Beige” (355ml) featuring shimmering cherry blossom motifs, and a quilted “Insulated Tote Bag” accented with embroidered sakura petals. A “Reusable Cup Bearista Drink Hole Cap” and a “Campus Ring Notebook” (available in beige and pink) are also among the offerings, with prices ranging from ¥650 to ¥5,600.
Starbucks Japan is also leveraging online exclusivity to generate further excitement. From , the company’s online store began offering early access to designs not available in physical stores. These include a metallic pink stainless bottle, a 3-way stainless tumbler with soft pink marble patterns, and a stainless bottle embossed with the iconic Starbucks siren logo.
The annual Sakura collection has become a significant cultural event in Japan, attracting tourists and locals alike. The timing coincides with the peak cherry blossom viewing season, known as *hanami*, a deeply ingrained tradition in Japanese culture. *Hanami* represents a time for reflection, appreciation of beauty, and social gatherings under the blooming trees.
The popularity of the Starbucks Sakura collection reflects a broader trend of seasonal product releases in Japan, where limited-edition items are highly sought after. This practice taps into the Japanese appreciation for novelty and the fleeting nature of beauty, particularly as embodied by the cherry blossoms, which bloom for a relatively short period each year.
The Starbucks Japan initiative also highlights the company’s successful localization strategy. By adapting its offerings to reflect local customs and preferences, Starbucks has cultivated a strong brand loyalty in Japan, a market known for its discerning consumers. The Sakura collection is a prime example of this approach, seamlessly blending the global Starbucks brand with the unique cultural aesthetic of Japan.
The continued success of the Sakura collection, even after its initial launch in , demonstrates its enduring appeal. The subtle sweetness of the sakura latte, in particular, has proven popular with customers, according to reports. This suggests a sustained demand for products that celebrate Japanese traditions and offer a sensory experience aligned with the arrival of spring.
The launch of the 2026 Sakura collection is expected to further boost tourism during the cherry blossom season. The limited-edition merchandise and beverages provide a tangible connection to Japanese culture, offering visitors a memorable souvenir and a taste of the season. The collection’s photogenic qualities also contribute to its popularity, with many customers sharing images of the products on social media, further amplifying its reach.
