Starbucks is searching for a pair of United States-based content creators to send on a year-long coffee tour around the world to create social media content, as the industry’s push towards online, new-age marketing continues.
Of the two roles, one will be filled by an existing Starbucks employee, while the other will be filled by an external candidate, and will cover locations ranging from Starbucks Hacienda Alsacia coffee farm in Costa Rica, to the Starbucks Reserve Roastery Milano, to its coffeehouses in Tokyo.
The successful candidates will travel to 10-15 designated Starbucks locations over a 12-month span.
Starbucks’ search for its first ever ‘Global Coffee Creators’ has followed the recent trend of large companies trying new methods to gain social media cut through with younger audiences.
Nescafé recently announced online social media star Zach King as the brand’s first ever Global Influencer, with King’s extensive following of consumers aged 18-24 cited as a key pillar of the collaboration.
King currently has an online social following of over 185 million fans.
Suntory Boss Coffee has collaborated with online celebrity chef Andy Hearnden (Andy Cooks) since early 2025. The culinary creator with over 4.2 million Instagram followers and five million YouTube subscribers is present in the brand’s Australia and New Zealand marketing.
The canned coffee brand holds 52.8 per cent market share in Australia, and 69.5 per cent in New Zealand.
A recent survey by foodservice PR agency Belle Communication found 73 per cent of those surveyed rely on social media to guide restaurant choices, and that social media has more of an influence on Gen Z and Millennial consumers than discounts.
