Starbucks has begun offering gift cards at certain locations in Mainland China, with designs meant to evoke the Lunar New Year.
The coffee chain is also offering a Lunar New Year Gift Card at certain stores in the U.S. The U.S. card's design evokes the horse, this year's honored animal.
"The Lunar New Year is a time when family and friends gather to meet, connect and share stories," says Belinda Wong, president of Starbucks China in a Jan. 3 press release. "The card is a convenient way for customers to recognize special people in their lives."
The deployment in China comes as Starbucks broadens its use of gift cards and rewards, in the U.S. and other markets. A significant part of the company's card volume has migrated to the mobile channel; 11% of the company's sales in the U.S. and Canada are made through its mobile app.
The Chinese gift cards are not yet available in Shanghai, Zhejiang and Jiangsu. Starbucks did not immediately return a request for comment.