11 January 2025
Starbucks Indonesia announces a limited-edition collaboration with S.W.Smiley, the young adult lifestyle brand from The Smiley Company, creator of the original Smileys. Using the Nu style of Smileys, the expressive emoticons that transformed global digital communication in 1997, S.W.Smiley brings a bold, graphic twist to Starbucks. The partnership features vibrant designs, uplifting messages, and the playful “S.W.Smiley Bearista,” Starbucks’ iconic bear reinterpreted with S.W.Smiley’s modern, street-inspired design.
Launching in Starbucks stores across Indonesia, the collaboration combines cheerful creativity with trend-led design, introducing exclusive merchandise, limited-edition beverages and food, and engaging in-store experiences that invite customers to express joy with attitude.
Collaboration Highlights:
Exclusive Merchandise Collection
The collection features energetic graphics, positive slogans, and collectible character designs across drinkware and lifestyle products, including tumblers, bottles, ceramic cups, reusable cups, mug pillow plush, laptop sleeve, tote bag, and key chain.
Limited-Edition Menu Items
The menu will also feature limited edition food and drink items, from Ocean Blue Lemonade Frappuccino, and Chocomint Breeze Cream Frappuccino to more S.W.Smiley styled cookies, bobolone, and doughnuts.
The Starbucks x S.W.Smiley collection will be available for a limited time only at Starbucks stores across Indonesia. Celebrate creativity, confidence, and a smile-filled coffee experience.
Starbucks Quote
“It’s incredible to see S.W.Smiley and Starbucks connect in such a meaningful way,” said Janet Martin, Chief Product Officer for Lifestyle Consumer Products. “We designed S.W.Smiley to empower young adults to express themselves, and this collaboration embodies that spirit — bringing people together through bold products, immersive stores, and a shared celebration of creative positivity.”.
As featured by TotalLicensing.com. Read their full coverage of the S.W.Smiley x Starbucks Indonesia: Joy Collaboration.
About S.W.Smiley®
S.W.Smiley is a young adult lifestyle brand grown from the world’s most iconic emoticons: the Smileys. Born from Smileys, which revolutionised global communication in 1997 when Nicolas Loufrani transformed Smiley into digital icons, these expressive icons allowed people to share emotions like never before. Today, S.W.Smiley reimagines those iconic Smileys in a bold, street-inspired style designed for self-expression.
A fusion of raw attitude, graphic edge, and underground culture, S.W.Smiley modernises thousands of icons into a visual language for the next generation. With unapologetic flair and bold, geometric graphics, it invites young adults to stand out, break norms, and embrace the power of individuality. Dare to be different. Dare to be S.W.Smiley.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Basketball – a cultural icon.