Starbucks brews up nostalgia and national pride for Singapore’s 60th birthday
Starbucks taps national pride and childhood nostalgia to mark Singapore’s 60th birthday with exclusive merch, games, and local-inspired menus
As Singapore gears up for its 60th National Day, Starbucks has launched a campaign that blends local heritage, childhood nostalgia, and modern lifestyle branding into one collectible-heavy celebration.
Branded “Shiok together,” the campaign aims to resonate with a generation of Singaporeans through uniquely local collaborations, retro-inspired product design, and a limited-edition food and beverage menu.
The effort aligns with the official SG60 theme, “Building Our Singapore Together,” and marks a noteworthy pivot from Starbucks’ usual global uniformity toward deeply localized marketing that celebrates national identity.
This article explores how Starbucks is using SG60 as a moment to reinforce cultural relevance and strengthen emotional bonds with its local audience.
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Here’s a table of contents for quick access:
- Collaborations with local brands spotlight Singapore’s creative culture
- Limited-edition games and merch tap into retro nostalgia
- Menu innovations fuse local flavours with Starbucks flair
- Loyalty rewards and eco-promos tie in broader engagement
- Why this matters for marketers
Patrecia Meliana
Collaborations with local brands
At the heart of Starbucks’ SG60 campaign is a nostalgic capsule collection created with local lifestyle label Inwarmregard. Known for its whimsical illustrations, the brand reimagines a 1960s-era Starbucks tucked into a classic shophouse setting.
The design blends bearistas across generations with iconic architectural elements like green grilles and vintage signboards. The merch line, featuring T-shirts, tote bags, and socks, leans into memory-driven storytelling, especially for those who grew up with such local textures.
Joining the collab roster is design label Wheniwasfour, a brand known for infusing everyday Singaporean culture with playful graphic design. Their “Local destination” series spans mugs, tumblers, and totes decorated with local landmarks and familiar Singlish flair, available both online and in-store.
Together, these collaborations position Starbucks not just as a coffee brand but as a lifestyle participant embedded in Singapore’s cultural fabric.
Limited-edition games and merch tap into retro nostalgia
The SG60 drop includes a line of classic childhood games such as five stones and snakes and ladders, available as purchase-with-purchase items from July 23. These aren’t just throwbacks for fun; they anchor the campaign’s emotional pull, reminding consumers of simpler days and shared cultural touchpoints.
Also feeding the collector economy are the return of Merlion bearista plushies, themed gem icing cookies, and a new lanyard-style cup sleeve that doubles as a phone strap—free while stocks last. These tangible keepsakes help Starbucks extend its brand experience into homes, office desks, and everyday commutes.
Menu innovations fuse local flavours with Starbucks flair
Starbucks isn’t just playing with aesthetics, it’s also updating its menu to celebrate SG60 in both nostalgic and novel ways. The standout addition is the “Shiok-ah-ccino yuan yang coffee frappuccino,” now a permanent offering. This Singapore-exclusive blend combines Starbucks coffee, hojicha, creamy milk, and java chips, nodding to local kopi traditions while keeping pace with global frappuccino culture.
The campaign also introduces the “Birthday confetti ube cream frappuccino,” featuring festive toppings and a bold purple hue, part of the brand’s 30th anniversary frappuccino celebration.
Rounding out the food offerings is the returning “Shiok feast” menu, including laksa mac and cheese, butter chicken prata pie, nasi lemak wrap, and gem icing cookies. Each menu is adorned with SG60 bearista chocolate pieces for an extra patriotic touch.
Loyalty rewards and eco-promos tie in broader engagement
To drive repeat footfall and deepen engagement with its loyal base, Starbucks is offering Rewards members a blind bag coffee charm for every star redemption from July 14 onward.
There are eight charm designs in total, which subtly gamifies visits and feeds into the collector mindset already established through the campaign’s limited-run merchandise.
On the sustainability front, Starbucks is also reviving its bring-your-own-tumbler (BYOT) discount through August 31. While not new, the timing supports a message of shared responsibility, linking eco-behavior with national pride during the SG60 season.
Why this matters for marketers
For brands operating in highly localized markets like Singapore, Starbucks’ SG60 campaign offers a case study in emotional storytelling through cultural specificity. Here's what marketers can take away:
1. Nostalgia sells but it needs fresh packaging
By pairing retro games and visuals with modern design cues, Starbucks avoids the trap of pure kitsch and instead creates a design language that’s both familiar and contemporary.
2. Brand collaborations deepen authenticity
Partnering with established local brands like Wheniwasfour and Inwarmregard gives Starbucks cultural legitimacy. It’s a reminder that co-creation can elevate a campaign’s credibility, especially when tapping into national identity.
3. Seasonal campaigns don’t have to be shallow
SG60 could have been a one-off merch drop. Instead, Starbucks layered in long-term menu additions, cross-channel engagement through its rewards app, and sustainability messages.
