Bearista Cups Are Back
Starbucks' Viral Bearista Cups Return with World Cup Theme, Limited Availability
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Starbucks' viral Soccer Bearista Cup is back — and the frenzy is bigger than ever. The 20-ounce glass bear-shaped cup, tied to the 2026 FIFA World Cup, went on sale June 11 at participating stores in Canada, Latin America, and the Asia Pacific region, according to NBC Boston. In the U.S., it's online-only and locked behind Starbucks' top loyalty tier — sending fans straight to eBay, where prices have hit $150 to $300.
The cup's TikTok hashtag, #BearistaCup, has surpassed 100 million views, according to NBC Philadelphia. eBay listings spiked 400% within 24 hours of the June 11 launch. The retail price is roughly $29.99 — meaning resellers are flipping it for up to 10 times what it costs.
What the New Bearista Cup Actually Looks Like
The Soccer Bearista is a thick glass, 20-ounce cup shaped like a bear. It comes with a green and white-striped straw and features a soccer ball-themed lid. NBC Washington reports the cup is part of Starbucks' broader "Global Game" campaign, active in over 30 international markets. TikTok fans have called the soccer ball lid the most appealing design the Bearista line has produced yet.
Starbucks also launched a one-day-only giveaway on June 11. Customers got a free limited-edition reusable cup sleeve — red, white, and blue in the U.S. — with any beverage purchase, according to NBC Chicago. The sleeve giveaway was designed to drive foot traffic and app engagement during the World Cup opening stretch.
Why U.S. Fans Can't Just Walk Into a Store
Starbucks made a deliberate choice to keep the cup out of U.S. brick-and-mortar stores. In 2025, the original glass Bearista cup triggered a physical altercation at a Texas Starbucks and caused widespread shelf-clearing by resellers. To avoid a repeat, Starbucks moved the U.S. sale online and restricted it to "Reserve" tier members — customers who earn at least 2,500 Stars per year, according to NBC Bay Area.
The move has backfired for some fans. Collectors argue that online drops are easier for bots to dominate than physical store queues. One Instagram user put it bluntly: "We want to collect the countries, not just be forced to buy a $300 cup on eBay because I don't spend $2,000 a year on lattes." Meanwhile, fans in border cities like Detroit and San Diego have reportedly crossed into Canada and Mexico just to buy the cup in person.
Resellers Are Cashing In Fast on the Shortage
The secondary market exploded almost immediately. Within 24 hours of the June 11 launch, sold-out reports hit major cities in Canada and Mexico. On eBay, listings range from $62 to $300 for a cup that retails at roughly $29.99. Resellers are banking on U.S. buyers who can't access the Reserve tier or missed the online drop window.
Retail analysts say Starbucks is using the Bearista as a "loss leader for loyalty" — a cheap product that pushes people to spend more to reach the Reserve tier. The broader collectibles secondary market for Starbucks merchandise is estimated to grow to $500 million by the end of 2026, driven largely by "digital scarcity" drops like this one, according to NBC Boston.
Starbucks Frames It as a Global Soccer Celebration
Starbucks is pitching the campaign as a tribute to the "unifying power of the game." The company's official messaging focuses on community fan gatherings, reusable products, and global connection. Early fan events kicked off June 10 in Mexico and parts of the Asia Pacific region, timed to build buzz before the World Cup's opening matches, according to NBC Chicago.
The 2026 World Cup is expected to draw around 7 million in-person attendees across North America and reach an estimated 6 billion viewers globally. For Starbucks, the timing is no accident. The company is leaning into one of the biggest sporting events in history to push app signups, loyalty spending, and a cup that — love it or hate it — nobody can stop talking about, according to NBC Philadelphia.
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