Lee Yoo-jin and Lee Eun-joo
With the year 2018 nearing to an end, major coffee chains in South Korea have entered a race to win the hearts of their loyal customers with fresh planners for a new year, which have become so popular in recent years that some people compete for popular diaries by paying premium to obtain them.
According to major industry sources, local coffee chains have set out to lure consumers to buy or collect e-stickers for the 2019 planners, taking on Starbucks Korea Co., local subsidiary of global coffee giant Starbucks Corp., which last month unveiled five differently-designed planners for 2019 in collaboration with Italy’s 10 Corso Como and Moleskine.
Local coffee chain A Twosome Place has rolled out its Daily Kit by collaborating with MonAmi Co., a Korea-based stationery products and printer supplier. The kit, which will be on limited offer from Nov. 12 at a price of 25,000 won, comes in a rectangular pouch with brand logo and includes a 2019 planner, table calendar, clip board, memo pad, and Post-it. The pouch is offered in black or red and can be used to pack documents.
Another local brand Hollys Coffee has also joined the race by releasing four different types of planner sets last week. There are two sets that consist of a planner and pouch and another two that consist of a planner and canvas bag. Consumers must collect e-stickers until the end of this year to exchange them for a planner set or they can separately purchase it for each 29,000 won.
Starbucks Korea, which started to sell its diaries for 2019 on Oct. 26, has set the price of the planners in navy and yellow at 32,500 won ($29.2). Its customers can receive the remaining red, white, and mint options after completing the required number of e-stickers until the end of the year. Starbucks has been offering planners for every year since 2003.