Starbucks Coffee Korea walks the talk

Apr 10, 2018Updated May 27, 20251 min read

Voice recognition ordering has been introduced by Starbucks Coffee Korea, thanks to a 50/50 JV between Starbucks Coffee International and Shinsegae Group.

Starbucks Coffee Korea has become the first retailer to use Samsung’s intelligent assistant Bixby, available on certain Samsung Galaxy devices, to allow for end-to-end ordering and payment.

The features are an extension of Starbucks Siren Order, the company’s mobile order-and-pay technology that lets customers in South Korea order and pay for their purchases before arriving at the store.

Bixby allows members of Starbucks loyalty program (My Starbucks Rewards) to place an order and pay through voice recognition “on command”. Customers simply speak as they would to a barista, including modifying their drinks to meet their preferences.

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Mei Ling Tan

Contributor · RetailNews.asia

Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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