"Is It Just a 100-Won Plastic Bag for 10,000 Won?" Mocked at First, Now Sold Out with Premiums... Why Is the Starbucks Keyring So Popular?

Transforms from Keyring to Shopping Bag When Unfolded
90% of Prepared Stock Sold Out in Five Days
Reselling for Around 15,000 Won in Secondhand Markets

Starbucks Korea’s “Foldable Bag Keyring,” launched for the fall season, has become the center of attention after selling out shortly after release. At first glance, it looks like a regular plastic bag, but when folded it's a keyring, and when unfolded it can be used as a shopping bag. This unique practicality quickly gained traction through social media. Despite the price of 9,500 won and the requirement to purchase a specific beverage alongside it, nearly 90% of the prepared stock was rapidly sold out, also driving sales of the seasonal drinks.

Starbucks' 'Foldable Bag Keyring' on sale. At first glance, it looks like a plastic bag, but when unfolded, it transforms into a shopping bag. Starbucks

According to the industry on September 14, Starbucks Korea has been selling the “Foldable Bag Keyring” for 9,500 won since September 4 to customers who purchase one of the fall promotional drinks, either the “Black Glazed Latte” or the “Hojicha Glazed Tea Latte.” The keyring cannot be purchased independently and is limited to one per drink purchased. It comes in two colors: black and brown.

The product is characterized by its thin, subtly glossy material and simple design. In its folded state, it's a keyring that can be attached to a bag, but once unfolded, it’s usable as a shopping bag. In other words, it's a small portable accessory with added practicality.

"A 100-won plastic bag" vs. "Actually looks pretty in person"

Consumers’ reactions were divided. Some were critical, saying, “Isn’t this just a regular plastic bag?” “It looks like a plastic bag from the supermarket with only the Starbucks logo added,” and “Has a 100-won bag become 9,500 won just for the Starbucks logo?” and “Why would anyone buy that?”

However, there were also positive reviews such as, “In person, it looks much better than the plastic bag-style bags from luxury brands,” “I only managed to get one after visiting three stores,” and “I plan to keep it on my bag as a keyring and use it when needed.”

90% sold out in five days...reselling at a premium in the secondhand market

As the product spread mainly through social media, it triggered a sell-out frenzy. According to Starbucks, about 90% of the initial supply has now been sold. In some stores, the product is already no longer available.

The "Foldable Bag Keyring" sold at Starbucks. At first glance, it looks like a plastic bag, but when unfolded, it transforms into a shopping basket. Starbucks

Although its appearance is fairly simple, demand appears to have surged as it is both a practical item and its sales quantities and purchasing conditions are restricted. The uniqueness and practicality, combined in one item and amplified via social media, are interpreted as key drivers behind the heightened desire to buy.

Demand has spilled over into the secondhand market. Products with an original price of 9,500 won are being traded on some platforms for around 14,000 to 15,000 won—about 1.5 times the retail price.

Keyring success fuels drink sales—over 1 million drinks sold

The popularity of the merchandise has boosted sales of the promotional beverages. The “Black Glazed Latte,” for instance, sold more than 1 million cups from August 28 to September 8, ranking as the second best-selling beverage at Starbucks during this period, after only the Americano.

A store located in the Starbucks headquarters building. Yonhap News Agency

Starbucks plans to introduce additional colors of the “Foldable Bag Keyring” next month. The sales method will continue to require the purchase of specific promotional drinks. Starbucks stated, “We planned this product after noticing that consumers are increasingly interested not only in practicality but also in products that offer a new kind of fun.”

This content was produced with the assistance of AI translation services.