Stanley 1913 × JENNIE of BLACKPINK: Can K-Pop Save the Tumbler King?

When its tumblers became a way of life, Stanley 1913 became a cultural phenomenon. Hashtags like #StanleyCup and #StanleyTumbler made it popular on TikTok. However, this sudden rise in popularity also drew considerable attention. Reports that lead was used in the vacuum-insulation sealing process led to viral TikTok videos that raised concerns about the safety of the products. Even though the company told customers that the lead was sealed and not exposed, the damage to the brand's reputation spread quickly.

JENNIE of BLACKPINK with Stanley 1913 Midnight Ruby tumbler. From Copo Stanley da JENNIE do BLACKPINK (Billboard Brasil, 2025).

Competitors like Owala and Hydro Flask capitalized on this opportunity. Owala, in particular, gained popularity by promoting itself as a stylish, lead-free, and safer choice. This change in perception, exacerbated by TikTok creators, eroded Stanley's trust and made Owala appear more appealing to younger buyers who want to stay current with trends. Aside from safety issues, Stanley also faced backlash for charging too much for limited-edition drops, as people grew tired of the market being flooded with similar products, and the brand lost its uniqueness as other brands rushed in with similar offerings. In short, the brand's dominance faded just as competitors like Owala and Hydro Flask gained ground.

The JENNIE × Stanley Collaboration: A Potential Turning Point?

Stanley is now working with BLACKPINK's JENNIE on a special edition collection. The collaboration combines Stanley's practical design with JENNIE's global star power. It includes items such as the Quencher Luxe Tumbler and Slim Luxe Bottle in Midnight Ruby. This launch is more than just about drinkware; it's also about positioning Stanley within the fashion and music lifestyle movement. The collaboration is based on several strengths:

• Star Power: As a member of BLACKPINK, JENNIE has a lot of power, which puts Stanley at the center of K-pop culture around the world.

• Fashion Crossover: Stanley taps into the fashion-music crossover, just like Gucci, Chanel, and Nike have done with Travis Scott.

• Exclusivity and Collectibility: Limited drops create demand through FOMO, which brands like Supreme and Adidas have used successfully in their Yeezy collections.

But there are still risks. Some buyers may be deterred from purchasing due to the high prices. If people think Stanley is just "borrowing" JENNIE's fame without making the products safer or better, they might start to wonder if they are real. And competitors like Owala will continue to capitalize on their momentum by launching new campaigns and collaborating with influencers.

Can Similar Moves Really Bring You Back?

Yes, but only if you do it right. To regain trust and market leadership, Stanley must:

1. Rebuild Trust: Be clearer about materials, safety, and sustainability.

2. Balance Pricing: Offer both high-end collaborations and affordable core lines to ensure that loyal fans always feel included.

3. Keep people interested: Make a series of cultural partnerships with people outside of K-pop, like NewJeans, BTS alums, or global influencers.

4. Stand Out by Being Innovative: Use eco-friendly design and long-lasting engineering to set yourself apart from "copycat" tumblers.

The JENNIE partnership is a significant, bold step that brings Stanley back into touch with global youth culture. If it is followed by openness, new ideas, and long-term strategic partnerships, it could be the turning point in Stanley's comeback story.

Raffles Jakarta

Our MBA program at Raffles examines these same issues, including how to manage a crisis, build trust with customers, leverage celebrity endorsements, and collaborate with professionals from other industries. Students learn how comeback strategies work in a competitive market by studying brands like Stanley, Owala, Hydro Flask, Nike, and Chanel.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Billboard Brasil. (2025, September 12). Copo Stanley da JENNIE do BLACKPINK. Billboard Brasil. https://billboard.com.br/copo-stanley-da-jennie-do-blackpink/

Business Insider. (2024, February 3). People are freaking out over Stanley tumblers containing lead — Owala and Hydro Flask are cleverly seizing the moment. Business Insider. https://www.businessinsider.com/stanley-tumblers-lead-owala-hydro-flask-seize-moment-2024-2

PR Newswire. (2025, September 12). Stanley 1913 unites with chart-topping phenomenon JENNIE to launch ultimate luxe hydration collection. PR Newswire. https://www.prnewswire.com/news-releases/stanley-1913-unites-with-chart-topping-phenomenon-jennie-to-launch-ultimate-luxe-hydration-collection-302555297.html

Sirikul, L. (2025, September 12). Stanley 1913 enters the K-Pop scene collaborating with JENNIE. Forbes. https://www.forbes.com/sites/laurasirikul/2025/09/12/stanley-1913-enters-the-k-pop-scene-collaborating-with-jennie/

Time. (2024, January 11). Why a new Stanley Cup is causing a frenzy at Target. Time. https://time.com/6552422/stanley-cup-craze-target/