Starbucks is reopening its holiday-season playground—and this year, it’s dangling one of the most talked-about collectibles of 2025 as bait.
Per an official press release, the coffee chain has officially brought back its annual Starbucks for Life game, giving Rewards members another chance at free food, drinks, and bonus perks—plus 17,000 of the viral Bearista Cold Cups that vanished almost as fast as they were launched.
The promotion, branded as the “Starbucks for Life Merrython,” runs through January 4, 2026. Instead of lining up outside stores or refreshing resale listings, players access the experience directly through the Starbucks app. The game unfolds across four rotating virtual cities—Seattle, Milan, Tokyo, and New York City—with each new week unlocking a fresh destination and a complimentary Prize Play.
Those Prize Plays offer instant-win opportunities that range from bakery items and handcrafted beverages to Bonus Stars and digital gift cards. But for many fans, the real draw is the Bearista cup—a $29.95 glass tumbler shaped like a teddy bear that sparked shortages, restock chaos, and intense resale demand when it debuted as part of Starbucks’ holiday collection in November.
So intense, in fact, that the cup crossed into viral status. OnlyFans creator Sophie Rain previously made headlines after spending $1,000 to buy one from another customer, documenting her multi-day, multi-state search on TikTok. Her story—and the online reactions it triggered—underscored just how far the obsession had gone, with resale listings climbing past $1,200 at peak demand.
Now, Starbucks is offering a different path. According to the company, 17,000 Bearista cups will be distributed as instant-win prizes during Starbucks for Life, limited to one per person. Starbucks previously acknowledged that enthusiasm for its merchandise exceeded expectations, calling the sellouts disappointing for fans who missed out.
Beyond merch, the game still lives up to its legacy. Four players will win the Starbucks for Life grand prize, which provides a daily food or beverage credit for 30 years, with an estimated value north of $70,000. Another 50 players will score Starbucks for a Year, receiving a daily credit for 365 days. Thousands of smaller prizes round out the sweepstakes, bringing the total prize pool to nearly $2.8 million.
Entry officially opens December 8 at 4 a.m. PT. Rewards members can earn one Prize Play and one sweepstakes entry per week, plus up to two Prize Plays per day, including no-purchase entry options.