Making the Global Local
The Grand Opening That Stirred Local Hearts
Starbucks’ 37 Smith Street store brewed up more than coffee—it served culture, community, and playful nostalgia in a launch that got everyone talking.
The Strategy
To grow Starbucks’ love and loyalty among the next generation while staying rooted in the community, Touch PR built a long-term narrative of Global Brand, Local Heart. The goal: translate Starbucks’ international appeal into Singaporean stories that spark conversation and connection. From local menu innovations to cultural collaborations and creator-forward activations, every move was designed to keep Starbucks top of mind… and top of feed.
The Approach
Touch PR transformed the Starbucks 37 Smith Street launch into an interactive, multi-sensory experience that reimagined the store as an artisanal playground. Guests journeyed through nostalgic game stations like 5 Stones and Snakes & Ladders, sampled F&B tastings, explored curated art showcases by Singaporean creatives, and unlocked limited-edition PR kits through a stamp-collection trail. Every touchpoint was engineered for surprise and shareability—driving over 200 earned stories, 14.7M reach, and a community that walked away saying, “That’s so Starbucks—yet so us.” By spotlighting Singapore-inspired menu innovations and collaborations with homegrown artisans, the event became more than a café opening—it evolved into a hub for coffee education and a vibrant moment within SG60 celebrations, the nation’s 60th birthday.
