"Coffee is an essential item," JCB points out that in the first four months of 2026 alone, the value of beverage purchases surged by 13%.

JCB, the Japanese credit card company, reported surging urban purchasing power, with spending growing by 13% in the early part of the year. They have partnered with Starbucks to leverage a partnership model in the multi-billion dollar coffee retail market, aiming to boost beverage spending by 30% and expand their customer base among high-quality customers, encouraging repeat business through the "JCB SAY" program.

July 9, 2569 Mr. Yusuke Matsui, Managing Director of JCB International (Thailand) Co., Ltd. The report reveals growth trends in credit card spending within the beverage sector, a key business category in the daily lives of modern consumers. From January to April 2569, the number of transactions in the beverage category grew by as much as 30%, and the total spending value increased by 13% compared to the same period of the previous year.

These growth figures reflect insights into the behavior of urban and younger generations who value lifestyle experiences integrated into their daily lives and maintain consistent purchasing power in this category. Based on this growing demand, JCB announced a strategic partnership with Starbucks Thailand, launching its first-ever collaborative campaign in Thailand. This partnership aims to combine the strengths of both payment and lifestyle retail businesses to expand their customer bases and attract high-spending consumers in this sector.

The company has therefore partnered with Starbucks Thailand to launch its first strategic partnership campaign in Thailand, combining the strengths of its payment and lifestyle retail businesses to expand its customer base together.

“This collaboration with Starbucks Thailand is another significant step for JCB in creating new experiences for cardholders through a lifestyle brand that consumers are familiar with and participate in their daily lives. We believe this partnership will further strengthen JCB’s positioning as a brand that clearly connects with the lifestyles of modern consumers,” said Yusuke.

Furthermore, this plan aligns with JCB's revamped brand communication strategy under the new concept "JCB SAY," which focuses on delivering exclusive privileges to cater to Thai consumers' preferences for Japan, using spending and travel habits as the core of its marketing efforts.

Ms. Pimkrit Puranasawasdi, Senior Customer Service Manager at Starbucks Thailand, added that this strategic marketing joint venture presents a significant opportunity to combine the strengths of both companies' customer bases to create mutual commercial benefits.

“We believe this collaboration will not only increase customer engagement but also enhance repeat business and build long-term relationships, aligning with both Starbucks and JCB’s goals of delivering the best value and experiences to every customer,” said Pimkrit.

JCB has launched a promotional campaign under the name... "JCB Heal Jai Happy Days: Buy one drink, get one free at Starbucks." The promotion was launched with the condition that JCB credit card members who purchased any Starbucks beverage of any size would receive a free Tall (12 oz.) beverage, with a maximum value of 160 baht. The total number of redemptions throughout the campaign was limited to 21,429.

The campaign will focus on targeted daily sales boosts throughout the third quarter of 2026, specifically on the 10th, 20th, and 30th of July, August, and September 2026. Participants must register via the digital channel LINE Official Account: @JCBThailand and link their credit card to receive a discount code through the JCB Reward platform. This retail collaboration will provide a central benefit package to attract new card applications and stimulate card spending across all partner financial institutions.

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