Starbucks Coffee Japan Launches First New Service for U24 Generation: "My Starbucks Store U24" Program for Starbucks® Rewards to Begin July 7 (Tuesday)

Starbucks Coffee Japan, Ltd. [Headquarters: Shinagawa-ku, Tokyo, Representative Director and CEO: Hisae Morii] will launch "My Starbucks Store U24" (hereinafter referred to as "My Store U24"), a new service experience for customers Under 24 (ages 12-24), starting July 7, 2026 (Tuesday). Through the "U24 Pass" delivered monthly from their favorite store (My Starbucks Store), we will deliver a new experience that allows customers to enjoy Starbucks more casually in their daily lives.

Image is for illustrative purposes.

◼ Supporting the U24 Generation, Who Will Lead Society in the Future! First Service for the U24 Generation Appears

The U24 generation is constantly facing various challenges and changes in their daily lives, such as starting school, beginning new careers, and encountering new communities. Starbucks has always delivered connections between people and heartwarming moments through a cup of coffee. As Starbucks celebrates its 30th anniversary in Japan, we are launching My Store U24 with the desire to continue being a place where the U24 generation, who will lead society in the future, can relax and be themselves while pursuing their daily challenges.

◼ What is the New Service "My Starbucks Store U24"?

This service allows you to enjoy a new connection with your favorite store by registering it.

1 Initial Benefit U24 Pass 200 (200 yen OFF, usable at your favorite store) - You will receive one pass from your favorite store.

2 Monthly Benefit U24 Pass (100 yen OFF, usable at your favorite store) - You will receive two passes in total, one from each of your two favorite stores.

3 Surprise Promotions offered irregularly

With the U24 Pass as a catalyst, we aim to provide an experience where customers aged 12-24 can naturally visit Starbucks in their daily lives and discover their own ways of enjoying it and new favorite beverages. Communication with our partners (employees) who welcome them at the store is also one of the attractions of this service. Encounters with drinks or customizations tried because of the "U24 Pass," recommendations tailored to their mood that day, and casual conversations. Through these experiences, customers will foster a relationship with their favorite store.

On the way home after class. In the afternoon, with some time to spare before the next appointment. A brief moment after work or club activities. A spontaneous visit to Starbucks, prompted by a notification from their favorite store. The aroma of coffee filling the store, casual conversations with partners, choosing a drink based on their mood that day. Such ordinary moments transform into moments of respite in their busy daily lives.

My Store U24 delivers small joys and new discoveries in your daily life through connections with your favorite stores. Whether it's reuniting with your usual favorite drink or discovering a new favorite you haven't tried yet. That moment will enrich your everyday life just a little.

◼ Easy Participation in 3 Steps!

Participation in My Store U24 can be easily done through the official Starbucks app.

Step 1: Download the official app and join Starbucks® Rewards.

Step 2: Register two of your favorite stores as "My Starbucks Stores."

Step 3: Set your date of birth*, etc., and participate in My Store U24.

The "U24 Pass 200" will be delivered two days after participation, and the "U24 Pass" will be delivered monthly from the following month.

*Eligible age is 12 to 24 years old. A My Number card, passport, driver's license, or residence card is required to set your date of birth.

*We will verify an image of your identification document for age verification.

• The age verification result (date of birth) will be used for the operation of this campaign and any other services provided by our company.

• We utilize TRUSTDOCK's identity verification service for age verification. Please review the purpose of use, etc. (Privacy Policy | Online Identity Verification eKYC Service by TRUSTDOCK) before using the service.

• Individuals under 18 years of age must have their guardian confirm the contents and obtain their consent before registering.

*For details on benefits, eligible products, terms of use, and target stores, please check the official website and official app.

*The initial benefit will be delivered to the official app approximately 2 days after participating in My Store U24.

◼ Beverages Popular Among the U24 Generation Also Introduced

This service is applicable to a variety of beverages offered by Starbucks*. Beverages frequently chosen by the U24 generation include the "Iced Hojicha & Classic Tea Latte" with its fragrant and refreshing taste, the "Sweet Milk Coffee" with its gentle sweetness, and the "Iced Brewed Coffee" for those who want to enjoy the simple taste of coffee. Through registered favorite stores, this service will further expand encounters with these popular beverages among the U24 generation. *Some exceptions apply to drinks, such as One More Coffee, Kids Juice, and Press Service.

Starbucks will continue to deliver heartwarming moments through the time and connections beyond a cup of coffee, while staying close to the daily lives of the generation that will lead society in the future.

【Service Overview】

Service Name: My Starbucks Store U24

Start Date: Scheduled for July 7, 2026 (Tuesday)

Target: Starbucks® Rewards members aged 12-24

Content: Initial benefit "U24 Pass 200" (200 yen OFF*), monthly "U24 Pass" (100 yen OFF*), store recommendations, surprise promotions, etc. (*Discount is for takeout price including tax.)

How to Participate: Join Starbucks® Rewards via the official Starbucks app and register 2 My Stores.

Details: To be announced on the official Starbucks website and app.

Service Introduction URL: https://www.starbucks.co.jp/rewards/u24 *Will be available from July 7, 6:00 AM.

*Service content may be changed or terminated, or may not be available temporarily.

◆ Starbucks Coffee Japan, Ltd. https://www.starbucks.co.jp/

Starbucks Coffee Japan, Ltd. opened its first store in Japan in Ginza, Tokyo, in 1996. The company operates over 40,000 stores in approximately 80 markets worldwide, and 2,116 stores in all 47 prefectures of Japan (as of the end of March 2026, including licensed stores). Approximately 60,000 partners (employees) provide connections between people and heartwarming moments through a cup of coffee. In February 2019, the "Starbucks Reserve® Roastery Tokyo," the fifth of its kind globally, opened. Stories of fostering connections with people, society, the global environment, and local communities across the country are featured on "STARBUCKS STORIES JAPAN."