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A Stylish Sip: Starbucks Japan & Hiroshi Fujiwara Launch BBTEA with Collectible Cup

BBTEA
Source: Starbucks Japan

When a streetwear legend and a global coffee powerhouse collaborate, it’s more than just a product launch — it’s a cultural moment. Hiroshi Fujiwara, the creative mastermind behind fragment design and one of Japan’s most influential style icons, has partnered once again with Starbucks Japan to create something truly distinctive. The result is “BBTEA by FRAGMENT”, a bold hybrid beverage, paired with a collectible FRGMT MYST reusable cup that’s as much a fashion statement as it is a sustainable choice.


Available exclusively at Starbucks Coffee Miyashita Park in Shibuya, this limited-edition release merges the worlds of high design and everyday rituals, attracting both caffeine connoisseurs and hype-driven collectors.


BBTEA: A Hybrid Worth Savouring

“BBTEA by FRAGMENT” — short for Black Black Tea — takes inspiration from Hong Kong’s Yuenyeung, a beloved mix of coffee and tea. Fujiwara’s version uses a robust black tea base, layered with lightly roasted espresso for depth, softened with vanilla syrup, and topped with a generous pour of fresh cream. The result is a silky, slightly sweet drink that delivers a complex balance of flavours while providing a gentle energy boost.


In Fujiwara’s own words:

“BBTEA by FRAGMENT is a hybrid, the best of both coffee and tea. I really just wanted a drink that I would want to make for myself — and honestly, I love it iced. It’ll even perk you up when you need it.”

Whether enjoyed chilled for a refreshing summer sip or savoured warm for a cozy afternoon pick-me-up, the drink’s versatility makes it an instant classic.


Pricing:

  • Take-out: 609 JPY (≈ USD 4)

  • Eat-in: 920 JPY (≈ USD 6)


The FRGMT MYST Reusable Cup – Minimalism with an Edge

No Fujiwara project is complete without a design element, and the FRGMT MYST reusable cup doesn’t disappoint. Its matte finish and clean silhouette speak to fragment design’s minimalist ethos, while the bold thunderbolt logo and understated “FRGMT” branding stand alongside the Starbucks siren emblem.


The cup is more than a piece of merch — it’s a lifestyle accessory. Durable, portable, and eco-conscious, it encourages customers to embrace sustainability without compromising on style. Given Fujiwara’s history of creating sought-after limited releases, it’s no surprise that the FRGMT MYST is already attracting buzz as a must-have collector’s item.


A Launch Steeped in Culture

Debuting on August 6, the launch took over Starbucks Coffee in Miyashita Park — a location that sits at the heart of Tokyo’s youth culture and streetwear scene. This isn’t the first time Fujiwara and Starbucks have collaborated, but “BBTEA by FRAGMENT” feels particularly personal, reflecting both his taste in beverages and his dedication to timeless, functional design.


For Starbucks, the collaboration continues their strategy of partnering with cultural tastemakers to reimagine what a coffee experience can be — one that transcends the beverage itself and becomes part of a broader lifestyle narrative.


This Collaboration Hits Different

  • Cultural Crossover: Seamlessly blends streetwear aesthetics with coffeehouse culture.

  • Creator-Driven: Developed from Fujiwara’s taste preferences, not just market trends.

  • Collectibility: The FRGMT MYST cup bridges fashion and function, appealing to both coffee lovers and design enthusiasts.

  • Location Strategy: Launching at Miyashita Park taps into a hotspot for Tokyo’s creative and trend-setting community.


With its careful blend of flavour innovation, minimalist design, and cultural relevance, “BBTEA by FRAGMENT” is more than just another seasonal drink — it’s a statement piece in Japan’s ever-evolving intersection of fashion, food, and lifestyle.


References


The Uncommon Breed


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