Have you ever done a double take when you see a fast food restaurant or a coffee shop tweet about your faves? I have many times and this time, it’s the Starbucks account that might be my cup of tea these days.
K-pop is clearly becoming more worldwide and accepted, even through audiences outside of the typical K-pop fandoms, like famous brands with an enormous outreach. On March 13, a fan of B.A.P posted a tweet about Starbucks, didn’t @ them, but Starbucks replied anyway and made it known that they are also huge fans of the six-member group.
This isn’t the first time that a brand has tweeted about K-Pop; Starbucks has also tweeted about EXO and BTS in the past and just recently, Red Velvet’s Wendy received a very special birthday shout out from her red headed twin at the Wendy’s fast food chain.
Starbucks called out B.A.P by tweeting the full meaning of the group’s acronym, Best Absolute Perfect. Non-K-pop fans wouldn’t think anything of it, but we know better.
From there, the initial response. has already been retweeted and liked by over 1,000 people –way more than any of Starbucks’ normal replies. And once you get the K-pop community going, it’s hard to shut us up. Their replies were flooded with praises and song recommendations for Starbucks to check out, which they were more than willing to give them a listen.
In return, followers asked for coffee recommendations from the brand, allowing Starbucks to simultaneously do a little self-promo while also hyping up B.A.P and their fans. Of course, not too long after the original post, Soompi also caught wind of the cute interactions and briefly summarized it.
As a public relations major, it’s impossible to not look at this scenario through a PR lense and ask myself, how does this benefit Starbucks and their audience? Clearly, there’s someone on their social media team who dabbles in K-pop and knows how to reach that target market. Not only does it build a relationship with a certain niche audience, but it also promotes Starbucks even more as a brand and gets people excited and talking about them even more than before.
We love it when we see Korean artists influencing people and companies around the world to start talking about K-pop and other genres of music that come out South Korea. It’s a sign that our presence on social media is powerful and impossible to ignore. I’ve seen it happen so many times, where a radio station mentions BTS or EXO and talk about how wild their notifications are just after one tweet.
More organizations are starting to use our enthusiasm to their advantage and gain awareness with a newer, younger, and wider audience. Some fans have argued that they’re just using us for clicks, views, retweets, etc. But, I don’t necessarily believe that it’s a bad thing. Wouldn’t it make sense to try and get the largest and loudest audience you can find to spread the word about your company and advocate for it to achieve an objective? If it’s been handled in a genuine and respectful manner, I think it’s the smartest idea that an organization can do if it applies to them. Overall, it seems to have been received very well with Babyz all over Twitter.
So, what are your thoughts on big company accounts making themselves relatable to K-pop fans? Do you think it’s an effective way to market themselves on social media? Does it at least put a smile on your face knowing that we have that kind of recognition and influence on stan Twitter?
Comment your thoughts below, like, and share this post! And don’t forget to tune into K-Pop Frenzy’s next show this Saturday from 10am-noon on Black Squirrel Radio!