Starbucks announced the launch of Starbucks Studios, a new initiative to produce original entertainment content aimed at deepening connections and sparking conversations, particularly with younger Gen Z consumers.

The coffee giant has partnered with Sugar23, a multimedia production and talent management firm, to create premium branded entertainment through storytelling. Starbucks cites its mission “to nurture the limitless possibilities of human connection” as driving the move into original content.

“We’re honored to have the opportunity to shine a light on the stories and people who inspire us, from young, emerging artists to innovators, changemakers, and others who are making a positive impact on the world,” stated Christy Cain, Starbucks VP of Brand and Partnerships Marketing.

Michael Sugar, founder and CEO of Sugar23, noted, “Storytelling is deeply ingrained in what Starbucks does, and Starbucks Studios is a natural extension of these efforts. Together, we will harness the power of storytelling to foster connections, inspire change, and build a stronger sense of community.”

The announcement highlights Starbucks’ prior support of original works reflecting its values, including the Upstanders series spotlighting community changemakers, the 2019 film Hingakawa exploring conflict resolution, and the This Is Football documentary series. The company does not provide specifics on the types of content Starbucks Studios will produce.