The all-new 'Shiok-ah-ccino' from Starbucks Singapore is a Western remix on a local classic.
With the release of a new locally inspired menu, Starbucks Singapore has released a gula melaka-flavored Frapuccino. Gula melaka is made out of caramelized palm sugar and adds a sweet, toasty flavor to the classic Starbucks blended drink. The Shiok-ah-ccino is layered over coffee jelly, topped with whipped cream and gula melaka flakes.
"Shiok" is a Malay expression that when translated to English, means "cool" or "great." By using regional flavors and lingo, Starbucks Singapore is tapping into the cultural of the area and distinguishing itself from other Western brands.
To accompany this new blended beverage, Starbucks Singapore will also release a collection of locally inspired cakes. Flavors include 'Horlicks White Chocolate Cake,' 'Ovaltine Chocolate Cake,' 'Ondeh Ondeh Gula Melaka Cake' and 'Pulut Hitam Cake.' These special treats will be available for a limited time on August 1st.
What's Driving This Trend
- Locally Inspired Menus
- Starbucks Singapore's release of a locally inspired menu showcases the opportunity for other businesses to cater to specific regional tastes and preferences.
- Cultural Branding
- By incorporating regional flavors and lingo, Starbucks Singapore demonstrates the potential for businesses to establish a meaningful connection with consumers by tapping into local cultural identities.
- Limited-time Offerings
- The introduction of limited-time, seasonal treats by Starbucks Singapore highlights the potential for businesses to create excitement and generate demand through exclusive and time-limited products.
Who This Affects Most
- Food and Beverage
- Restaurants and cafes can leverage the success of Starbucks Singapore's locally inspired menu to introduce their own regional offerings and tap into the growing demand for unique and culturally rich dining experiences.
- Tourism and Hospitality
- Hotels and attractions can explore partnerships with local businesses to develop and promote exclusive, culturally immersive food and beverage options that cater to the preferences of international and domestic tourists.
- Marketing and Branding
- Marketing agencies and branding consultants can assist businesses in identifying and leveraging local cultural elements to differentiate their products and effectively connect with target audiences in specific regions.
