A recent study conducted by data research firm Data and Research has revealed that Starbucks is leading the pack among the top ten coffee franchises in South Korea when it comes to demonstrating a commitment to 'symbiosis'.
The study, conducted between July and September, analyzed over 230,000 websites across 12 channels including news, communities, blogs, cafes, X (formerly Twitter), Instagram, YouTube, Facebook, Kakao Story, and knowledge platforms. The research focused on the frequency of keywords related to 'symbiosis' in association with major coffee franchises.
Starbucks emerged as the top-ranked brand with 965 online mentions related to the keyword 'symbiosis'. The company has been actively involved in various social contribution activities, including opening its ninth 'Community Store' in July, where a portion of the store's profits is donated to a national heritage preservation fund. Additionally, Starbucks has launched a scholarship program for students at the Korean Traditional Culture University.
In August, Starbucks initiated a 'Symbiotic Cafe' program, aimed at renovating the facilities of aging small-scale coffee shops. This initiative is part of a partnership with the Ministry of SMEs and Startups, the Fair Trade Commission, and the National Cafe Owners Cooperative.
Furthermore, Starbucks launched the 'Tours: Eco-Friendly Travel Campaign' in September, focusing on promoting eco-friendly travel and supporting local communities.
Following closely behind Starbucks is Ediya Coffee, with 165 mentions related to 'symbiosis'. The company demonstrated its commitment to mutual growth by making early payments to its suppliers ahead of the Chuseok holiday.
빽다방 secured the third position with 145 mentions, while Mega Coffee and Tous Les Jours ranked fourth and fifth, respectively.
The study found a 27.85% decrease in the overall number of posts related to 'symbiosis' among the top ten coffee franchises compared to the same period last year. Despite this decline, Starbucks has maintained its leading position for the second consecutive year.
"Starbucks has consistently demonstrated a strong commitment to social responsibility and community engagement," said a representative from Data and Research. "The company's various initiatives, such as the Community Store, Symbiotic Cafe, and eco-friendly travel campaign, have significantly contributed to its positive image and leadership in the industry."
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