Starbucks China is venturing beyond food and beverages to launch its first apparel line across the country, as companies in the tea and coffee sector increasingly embrace lifestyle and cultural merchandise to drive growth.

Over 400 Starbucks stores nationwide have been selling the "Bearista Town" collection since May 26, featuring utility vests for 399 yuan ($59), embroidered T-shirts for 279 yuan and hooded jackets costing up to 459 yuan.

Previously, Starbucks' retail merchandise largely centered on drink-ware, with limited T-shirt offerings.

The new collection, unveiled through Starbucks' mini-program, also includes figurines, plush toys, blind box trinkets, home goods and car accessories. According to the company, more than 1 million Bearista Town IP products were sold within a year.

The company's foray into clothing is part of a broader brand IP commercialization strategy and a reflection of shifting industry dynamics. Coffee, tea beverages and dining brands in China are increasingly branching into derivative categories — such as apparel, toys and cultural creative goods — as the peripheral merchandise economy emerges as a key avenue for growth.

Starbucks' merchandise strategy has historically relied on co-branded IP and limited-edition items. Last December, the Harry Potter collaboration sold out in major cities on launch day.

Starbucks China recently mapped out a three-year expansion plan following the launch of its joint venture with Boyu Capital. The partnership, which formally took effect on April 2, marks a new phase for Starbucks in its second-largest market with the initiative focused on tailored store formats and offerings designed to appeal to local tastes.

Under the plan, Starbucks aims to expand its footprint from about 1,000 county-level markets to 1,500 within three years.

The company's apparel expansion also mirrors broader industry trends. Luckin Coffee, a domestic coffee chain, has embraced co-branded merchandising and executed 23 IP collaborations in 2025.

Tea chains are similarly pursuing cross-industry strategies. HeyTea, despite reducing collaborations to two in 2025, achieved high returns through tailored partnerships. A collaboration with Pop Mart's Twinkle Twinkle IP saw a 78-yuan milk tea and tea bowl set resell for 168 yuan on trend-trading platforms.