LG Electronics Companions with Starbucks Korea to Promote Reusable Cups with ‘My Cup’ Innovation

Enterprise settlement with Starbucks Korea, LG Electronics, Ministry of Surroundings, and so on.
LG My Cup to be put in shops nationwide by 2026
LG Electronics is growing ‘My Cup’ to advertise personalised cups
The frequency of non-public cup use elevated with handy cleansing related to an app
Helps quick and thorough washing strategies … Use area with small dimension ↑
Private cup utilization elevated by 30% after putting in ‘My Cup’
Develop using private cups by bettering the comfort of cleansing and strengthening advantages

LG Electronics ‘myCup’ washer.
Starbucks Korea is collaborating with LG Electronics to broaden using reusable cups. We determined to introduce LG Electronics washer merchandise in shops throughout the nation.

On the twenty seventh, Starbucks Korea signed a enterprise settlement with LG Electronics, the Ministry of Surroundings, and the Pure Circulation Society at Starbucks Jongno R department to unfold the tradition of utilizing reusable cups. The goal is to additional strengthen sustainable administration to have a good time the twenty fifth anniversary of the shop’s opening this yr. LG Electronics plans to introduce ‘myCup’, a washer product, to shops throughout the nation to encourage customers to cut back using disposable cups.

The enterprise settlement ceremony was attended by key officers together with Starbucks Korea CEO Son Jeong-hyun, Lee Hyun-wook, Vice President of LG Electronics Kitchen Options Enterprise Division, Surroundings Minister Han Hwa-jin, and Chairman of the Korea Useful resource Recycling Affiliation, Kim Mi-hwa.

Since 2018, Starbucks Korea has been encouraging using private reusable cups (tumblers) by way of the ‘Throwaway Cup Free Day’ marketing campaign. We function a system the place you’ll be able to select a 400 low cost or Eco-specific financial savings advantages when utilizing a private cup. Greater than 1 million prospects participated within the No Disposable Cup Day marketing campaign over 6 years, and separate advantages had been offered for participation.

On the twenty seventh, Starbucks Korea, LG Electronics, the Ministry of Surroundings, and the Useful resource Circulation Affiliation signed a enterprise settlement to unfold the tradition of utilizing reusable cups. Starbucks Korea CEO Son Jeong-hyeon (third from left), LG Electronics Vice President Lee Hyun-wook of Kitchen Options Enterprise Division (second from proper), Surroundings Minister Han Hwa-jin (second from r left), and Korea Chairman of the Useful resource Recycling Affiliation Kim Mi-hwa (far proper) taking a commemorative photograph I’m filming.
The marketing campaign to cut back using disposable cups is absolutely having an influence. The variety of reusable cup customers has steadily elevated yearly. In keeping with Starbucks Korea, the variety of private cup makes use of final yr was 29.4 million. From 2007, when Starbucks started counting the variety of private cup makes use of, till final month, the cumulative variety of private cup makes use of was about 150 million, which is claimed to have offered prospects with advantages price about 64.2 billion earned when transformed to worth.

This enterprise settlement was designed to advertise using reusable cups extra systematically and to additional enhance the precise participation fee. To this finish, we determined to strengthen campaigns and advantages. Beginning this month, we can be increasing the advantages of the ‘Day With out Disposable Cups’ marketing campaign. Beginning on the tenth, we plan to award an additional Starbucks star when utilizing a private cup on the tenth of every month, and select one buyer who used essentially the most private cup within the first half of the yr to obtain a ‘1-year free drink coupon’ . You may take pleasure in free Starbucks drinks for a yr. The following 25 individuals will obtain a free drink coupon for a month. Customers who frequent Starbucks are anticipated to have a simple time reaching the websites in the event that they at all times carry a pitcher with them. In truth, the growth of advantages is claimed to have had a optimistic influence on using private cups. The variety of private cup makes use of on the tenth, when two stars got, is claimed to have elevated by round 20% in comparison with the every day common this yr.

Sooner or later, a tumbler-specific washer will even be offered, which is anticipated to enhance the circumstances for utilizing private cups. Starbucks Korea plans to consecutively set up LG Electronics My Cup in all shops nationwide by 2026 in order that prospects can simply handle their private cups. The goal is to introduce it to round 600 shops by the tip of this yr, beginning with some shops in Jeju, Sejong, and Seoul beginning in July this yr. Since final yr, trial operation of washing machines has been performed in 4 shops, together with Gyeongdong 1960 department, Sookmyung Girls’s College Jeongmun department, Korea College Anam Hospital department, and DT Changwon-daero department. After evaluating person satisfaction, participation fee, and operational effectivity, it was determined to formally introduce the tumbler washer. The variety of private cup makes use of is claimed to have elevated by round 30% within the 4 shops that launched washing machines. In the end, the goal is to greater than double the quantity of non-public cup use, which solely accounts for 7% of the overall variety of drinks orders, by 2026.

LG Electronics My Cup Tumbler Washer
LG Electronics My Cup is a product that means that you can clear tumblers simply and cleanly in cafes, places of work and public areas. It’s mentioned to be a product that mixes the distinctive efficiency of a Dios dishwasher and the know-how of multi-directional washing expertise. It really works by opening the highest door of the washer, inserting the tumbler the wrong way up, closing the door, and deciding on the specified course (wash) utilizing the contact display or the My Cup app. It additionally helps cleansing completion push notification by way of a smartphone app, so there isn’t any want to attend prematurely whereas the cleansing is completed.

There are two cleansing programs to select from. There’s a ‘fast course’ which takes lower than 30 seconds and a ‘detailed course’ which permits cleaner washing and drying. For each programs, wash the tumbler with scorching water round 65 levels. Particularly, by way of preliminary exams carried out in Starbucks shops, we utilized multi-directional cleansing wings that clear the within and the surface on the identical time, reflecting the opinion of customers that it will be good to have the ability to clear not solely contained in the tumbler but additionally the outer lid. As well as, it has a slim and compact design for environment friendly use of area.

Within the case of LG Electronics, it plans to formally launch a B2B subscription service inside the yr in order that different corporations apart from Starbucks may also introduce My Cup. When utilizing the subscription service, a devoted care supervisor visits now and again to keep up and handle the product in the very best situation. As well as, we intend to supply customers with an intuitive carbon discount expertise by way of an eco-friendly platform service that reveals how a lot carbon emissions are decreased by washing the tumbler by way of the My Cup app. Sooner or later, we additionally plan to host associated content material and occasions akin to occasions and challenges utilizing this. LG Electronics emphasised that it developed MyCup to broaden using reusable cups.

In truth, throughout a check run performed at a Starbucks retailer, the handy cleansing methodology and the power to keep up hygiene whereas on the go together with the tumbler had been mentioned to have obtained optimistic opinions. The evaluation is that enhancements in cleansing comfort have led to a rise within the frequency of non-public cup use.

“LG Electronics My Cup is an environmentally pleasant product that gives a differentiated buyer expertise, and we anticipate it to have a optimistic influence on the unfold and institution of using reusable cups,” mentioned Lee Hyun-wook, vice chairman of LG Electronics H&A Enterprise Division Kitchen Options Division “We are going to proceed to guide in numerous ESG (environmental, social and governance) actions that may contribute to defending the surroundings.”

(From left) Lee Hyun-wook, Vice President of LG Electronics’ Kitchen Options Enterprise Division, Surroundings Minister Han Hwa-jin, Starbucks Korea CEO Son Jeong-hyeon, and Useful resource Recycling Affiliation Chairman Kim Mi-hwa takes a commemorative photograph after signing a enterprise deal. The Ministry of Surroundings intends to proceed to encourage the institution of a tradition of utilizing reusable cups in espresso retailers and quick meals retailers with a purpose to scale back using disposable merchandise. The corporate is claimed to be attempting to introduce associated insurance policies and is making ready to implement a disposable cup compensation system along with native governments. The Useful resource Circulation Affiliation plans to guide a marketing campaign to unfold the tradition of utilizing reusable cups and evaluation their effectiveness, together with monitoring outcomes.

Surroundings Minister Han Hwa-jin mentioned, “We’re taking steps to determine a tradition of utilizing reusable cups in shops by way of the implementation of voluntary agreements by espresso retailers, quick meals, and confectionery corporations and the energetic participation of the general public.” He added, “With this settlement, we’re beginning to set up a tradition of utilizing reusable cups in shops.” “I hope the tradition will unfold additional,” he mentioned.

CEO of Starbucks Korea, Son Jeong-hyun, mentioned, “By the washer settlement, the federal government, corporations, and personal organizations have labored collectively to determine a brand new paradigm of decreasing disposable merchandise,” and added, “Constructive modifications in the local people for the surroundings by way of ongoing eco-friendly campaigns and operations.” “We are going to contribute to a greater future,” he mentioned.

LG Electronics My Cup Tumbler Washer

Kim Min-beom, Donga.com reporter mbkim@donga.com