Starbucks has announced a new summer campaign featuring Taiwanese pop icon Jay Chou, rolling out across Taiwan, Hong Kong, Macau, Malaysia and Singapore, according to Inside Retail Asia.
The collaboration aims to attract younger consumers in the region by combining Starbucks' coffee culture with Chou's influence in music and entertainment. Specific menu items or merchandise tied to the campaign have not been detailed.
This marks one of Starbucks' largest celebrity-driven promotions in Asia this year, as the chain continues to localize its marketing to compete with regional coffee chains and tea brands.