Discovery Series Japan:
A New Generation of Travel Collectibles

A Starbucks mug can be more than something used for morning coffee. For travellers and collectors, it can become a reminder of a particular city, a memorable journey or a place they hope to visit one day.

In July 2026, Starbucks Japan introduced the Discovery Series, a new generation of regional merchandise replacing the familiar Been There Series.

The collection continues the tradition of turning travel memories into meaningful souvenirs, now with redesigned artwork, richer regional details and a wider range of collectible products.

The Japanese Discovery Series officially launched in participating stores on July 22, 2026.

At WABI-SABI STORE, you can discover selected TOKYO and JAPAN Discovery Series mugs, stainless steel bottles and pin badge sets. We also have a limited number of older Been There Series mugs from Yokohama, Okinawa, Hokkaido, Osaka, Fukuoka and Japan, as well as several insulated bottles from the previous collection.

The Starbucks Discovery Series is a global merchandise collection inspired by cities, countries and regional cultures.

Starbucks first introduced the series internationally in 2024. Each design was created to tell the story of a location through a combination of landmarks, local food, everyday activities, traditions and people. Rather than presenting only famous tourist attractions, the illustrations are designed to communicate the atmosphere and personality of a destination.

Japan joined the worldwide Discovery Series in July 2026. Starbucks officially described the collection as an evolution of the Been There Series and a new way to “discover” regional culture through merchandise.

The initial Japanese range includes:

Representing JAPAN and 19 Japanese regions

Representing JAPAN and six regions

Representing JAPAN and six regions

Representing JAPAN and six regions

JAPAN

The regional mug collection stretches from Hokkaido in the north to Okinawa in the south, with designs for cities and areas including Tokyo, Yokohama, Kyoto, Osaka, Kobe, Hiroshima, Fukuoka and Nagasaki.

Yes. In Japan, the Discovery Series is the official successor to the Starbucks Been There Series.

The concept remains familiar: each product represents a particular destination and functions as both practical drinkware and a travel souvenir. However, the Discovery Series updates the illustrations and expands the range beyond mugs and bottles.

The transition does not make the older designs less interesting. Instead, the Been There and Discovery collections now represent two different chapters in the history of Starbucks regional merchandise.

Collectors may choose to focus on one series, combine both collections or select individual destinations connected to their travels.

The Discovery Series goes beyond showing a list of famous attractions.

During the development of the Japanese collection, Starbucks product teams travelled to different regions and held discussions with groups of approximately 10 to 15 local Starbucks employees. Employees contributed ideas about landmarks, traditions, expressions and everyday habits that they felt genuinely represented their communities.

This resulted in illustrations that include not only tourist destinations but also elements of daily life.

For example, the Osaka design refers to local comedy culture and the familiar custom of carrying sweets. The Fukuoka design includes a regional style of group cheering. These details may not immediately appear in an ordinary tourist guide, but they help communicate how people live and interact in each area.

The designs therefore work almost like illustrated maps. The longer you look at them, the more cultural details you can discover.

The JAPAN design brings together motifs that are instantly associated with the country.

The JAPAN design brings together motifs that are instantly associated with the country.

The inside of the mug is finished in a strong red colour, creating a distinctive contrast with the detailed exterior artwork. The capacity is 414 ml, making it suitable for coffee, tea, matcha, hot chocolate and larger iced drinks.

The Discovery Series JAPAN mug features illustrations of:

- Mount Fuji

- Cherry blossoms

- Sushi

- Sumo wrestlers

- Japanese cultural and travel motifs

- A hidden Starbucks paper cup

The stainless steel bottle uses the same visual language and has a recommended capacity of 473 ml, approximately equivalent to a Starbucks Grande beverage. It features double-wall vacuum insulation, heat and cold retention, and a leak-resistant construction when the lid is properly closed.

The JAPAN pin badge set presents five individual designs inspired by Mount Fuji, cherry blossoms, sushi, sumo and a rickshaw. One of the badges also incorporates the collection’s hidden Starbucks cup detail.

Together, these products make the JAPAN design particularly suitable for:

- A souvenir from Japan

- A gift for someone interested in Japanese culture

- A practical reminder of a previous journey

One of the most entertaining details in the Discovery Series is the small Starbucks paper cup hidden somewhere within each regional illustration.

This idea was carried over from the Been There Series. Starbucks explains that the cup represents the coffeehouse as a place where customers and partners meet and connect. It also turns every design into a small visual treasure hunt.

In the JAPAN illustration, for example, the paper cup can be found riding in a rickshaw.

This hidden element gives collectors another reason to examine the artwork carefully rather than viewing the mug simply as ordinary drinkware.

The TOKYO design combines modern Starbucks history with familiar scenes
from the Japanese capital.

Illustrated motifs include the Starbucks Reserve Roastery Tokyo, the historic Starbucks Ginza Matsuya-dori store and Tokyo’s famous rows of ginkgo trees. The inside of the ceramic mug is grey, reflecting the collection’s urban Tokyo colour palette.

The TOKYO stainless steel bottle uses grey as its main colour with pink accents. Like the JAPAN version, it has a recommended 473 ml capacity, double-wall vacuum insulation and a leak-resistant lid.

The TOKYO pin set includes references to:

- Anmitsu, a traditional Japanese dessert

- Kaminarimon in Asakusa

- Ginkgo-lined streets

- Hachiko

- The Starbucks Ginza Matsuya-dori store

These motifs combine famous Tokyo landmarks with smaller details connected to the city’s food, streets and Starbucks history.

The Ginza Matsuya-dori store represented in the TOKYO collection has a special place in the company’s history.

Starbucks opened its first Japanese store in Ginza on August 2, 1996. Japan was also the company’s first international market outside North America. In 2026, Starbucks celebrated 30 years in Japan, making the appearance of the original Ginza store in the Discovery Series especially meaningful.

There is no single correct answer.

Choose the Discovery Series when you prefer:

- More vibrant and colourful designs
- A modern illustration style
- Artwork that includes people, local activities and everyday cultural details
- A wider selection of products, including mugs, stainless steel bottles, pin badge sets, eco bags and notebooks

Choose the Been There Series when you prefer:

- A softer, more muted and almost monochromatic colour palette
- The recognizable illustration style of the previous regional collection
- Special seasonal JAPAN designs inspired by spring, summer, autumn and winter
- Older city and regional designs that are no longer part of the current collection

However, collectors do not necessarily have to choose between them. The Discovery Series and Been There Series look especially interesting when displayed together, showing two very different artistic interpretations of Japan and its regions.

Our current Japanese Starbucks selection includes:

Discovery Series Japan Mug

Discovery Series Japan Steel Bottle

Discovery Series Japan Pin Badge Set

Discovery Series Tokyo Mug

Discovery Series Tokyo Steel Bottle

Discovery Series Tokyo Pin Badge Set

Our current Japanese Starbucks selection includes:

Been There Series Japan Mug

Been There Series Japan Summer Mug

Been There Series Japan Okinawa Mug

Been There Series Japan Osaka Mug

Been There Series Japan Yokohama Mug

Been There Series Japan Fukuoka Mug

Been There Series Japan Hokkaido Mug

Been There Series Japan Tokyo Mug

Been There Series Japan Tokyo Steel Bottle

Been There Series Japan Spring Tote Bag

Been There Series Japan Steel Bottle

Been There Series Japan Spring Steel Bottle

Been There Series Japan Summer Steel Bottle

Been There Series Japan Fall Steel Bottle

Been There Series Japan Winter Steel Bottle

Explore the collection to find a souvenir from your favourite Japanese destination, begin a new regional collection or compare the previous Been There designs with the new Discovery Series.

Starbucks and the Starbucks logo are registered trademarks of Starbucks Corporation. WABI-SABI STORE is an independent retailer and is not affiliated with or endorsed by Starbucks Coffee Company.