Spring Indulgence: Starbucks Japan Launches Choux Cream Frappuccino and Latte, Inspired by Korean Hit

From Starbucks Coffee, the highly anticipated new beverages, "Choux Cream Frappuccino®" and "Choux Cream Latte," heralding the arrival of spring, will be available nationwide starting Friday, March 13th. These new products feature a luxurious taste, as if you are drinking an actual choux cream, and have already become a major topic on social media.

The "Choux Cream Frappuccino®," which is garnering particular attention, is an exquisite combination of custard-flavored whipped cream and choux pastry-style crunch. The official Starbucks X (formerly Twitter) account promoted its appeal with a post saying, "Imagine that 'ah, so happy' feeling the moment you take a sip, leaving a light and spring-like aftertaste 🌷💭." In response to this post, a continuous stream of eager comments such as "S-sh-choux cream Frappuccino..." "Looks delicious," and "This is definitely going to be good," have been pouring in.

These new releases are actually inspired by a beverage that was popular in Starbucks Korea during spring, making this its first appearance in Japan. The news of a flavor already popular overseas arriving in Japan has elicited joyful comments such as "They had this in Korea, right! So happy I get to try it now 😃," and "Apparently, something popular overseas is coming to Japan!"

On social media, numerous enthusiastic comments like "Choux Cream Frappuccino, LOL" (referencing the Japanese internet slang "kusa" for laughter), "This is pure genius‼️‼️‼️‼️‼️‼️‼️‼️‼️‼️‼️‼️‼️‼️," and "This is too genius" highlight its immense popularity. There are also mixed reactions expressing both anticipation and concern about its sweetness, such as "The sweetness just oozes from the picture~ 🥤" and "Calories must be insane 😇." Meanwhile, some express expectations by comparing it to previous popular items, saying "The cherry blossom one was also delicious 🌸" and "This feels new, I want to try it...!"

The "Choux Cream Frappuccino®" and "Choux Cream Latte" are truly "drinkable choux creams," offering authentic custard flavor and the crispy texture of choux pastry. As spring arrives, why not experience a moment of "choux-happy" bliss with this special beverage from Starbucks?

The context

Starbucks in Japan is well-known for its highly anticipated seasonal and limited-edition beverages and merchandise, which often generate significant buzz on social media. The launch of new drinks, particularly Frappuccinos, is a major event that draws long queues and eager customers. The "Choux Cream Frappuccino" and "Choux Cream Latte" are examples of this strategy, aligning with the arrival of spring, a period when many Japanese companies release seasonal items, especially those featuring floral or sweet themes.

Choux cream (often referred to as 'shu-cream' in Japanese, short for 'choux à la crème') is a very popular dessert in Japan, consisting of a light pastry filled with custard cream. The idea of transforming this beloved dessert into a drinkable format, as well as its origin from a popular Starbucks Korea item, adds an extra layer of excitement for Japanese consumers who often follow trends from neighboring countries.

The Japanese phrase "シューっと、幸せ" (shu-tto, shiawase) is a playful pun that combines the Japanese pronunciation of "choux" (シュー) with an onomatopoeic sound often associated with a light, airy feeling or a sigh of happiness, followed by "shiawase" meaning "happiness." This clever wordplay is often used in marketing to evoke a sense of delightful indulgence.