images via Starbucks
Since it’s introduction in 1997, Starbucks has been releasing seasonal holiday collections. The 1997 release featured simple hand-drawn imagery. Whether it be holly leaves, snowflakes, or a caroler, a sense of warmth and celebration was established, turning an ordinary coffee run into a festive ritual. Each annual release, whether it be the iconic red cup or shining themed tumblers, signals the start of the holiday season. 2025 would be like every other year, right? Wrong. In early November 2025, Starbucks unleashed chaos wrapped in a little green beanie: the Bearista cup.
The Bearista Cup only cost $29.95 at retail, which didn’t sound dramatic at first. But the moment it hit stores on November 6, people realized how limited it was. Some stores only got two to six cups, which explained why people were lining up outside before sunrise like concert tickets were about to go on sale. Shelves were cleared out within minutes. Then resale prices exploded. A $30 cup suddenly became $150, $300, even $500 on eBay and Mercari. A couple of listings went into the thousands, which honestly feels like a joke but apparently wasn’t. This frenzy not only highlights Starbucks’ mastery of scarcity marketing but also cements the Bearista Cup as a cultural phenomenon, where a simple holiday collectible becomes a status symbol of the season.
image via Starbucks
Of course, not everyone was excited. With extremely limited supply, countless costumers left empty-handed despite waiting for hours. Following the cup’s quick sell-out, social media was flooded with complaints as buyers in disbelief shared photos of bare shelves and posts after visiting multiple stores without success. One fan shared a comment “This is why we can’t have nice things anymore @Starbucks bring back the Bearista cup!”. Another wrote “This entire thing ticked me off so much – five stores, sleazy people buying multiples and trampling others in line – that I just bought a knock-off on Amazon.” Many echoed similar sentiments, describing chaos at local stores, early morning lines, and disappointment of watching resellers flip the $30 cup for hundreds online. You could practically feel the disappointment through each comment.
User @s4_tone914 shared a video on TikTok following it’s release. Now garnering over 1.1 million views, customers have filled the comment section expressing shock from the outbreak of literal violence. Some users stating “Why is every losing their marbles over a cup…It’s just a cup!.. A CUP.” and “Starbucks creates this chaos on purpose 🙄 just to stay relevant I guess”. No matter the opinion, everyone suddenly had something to say about this little bear.
And weirdly, the complaints didn’t stop the hype. If anything, they made it worse. People who never even cared about Starbucks merch suddenly wanted the cup because it kept showing up all over their feeds. It stopped feeling like something optional and started feeling like the one thing everyone else somehow already had. At that point, getting the Bearista cup wasn’t about the cup anymore. It was about not being the only person who missed out.
What makes everything funnier is that Starbucks barely promoted the cup in the first place. There were no big ads or dramatic countdowns. The Bearista cup just showed up in stores one day, and that was enough. The cup simply appeared in stores, and that alone was enough to send people searching, posting, and comparing notes online. It was a clever move: by keeping quantities low and distribution scattered, Starbucks created the perfect mix of mystery and urgency. Suddenly, everyone felt like they had to “hunt” for it, and no brand commercial could have created that feeling better.
image via Reddit
images via Starbucks
And the Bearista cup wasn’t even Starbucks’ only holiday release this year. They still had their usual lineup of sparkly tumblers, winter cups, and festive designs people wait for. But the Bearista completely stole the spotlight. It was cute, limited, and different enough that people felt like they had to try their luck. If anything, this whole situation proved one thing. Starbucks definitely knows how to get people talking. Whether the next big item is another tiny glass animal or something totally new, there will always be another drop, another early morning line, and another crowd of people hoping this time, they’re the ones who actually get one.
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