Starbucks Coffee Korea Co. is launching voice ordering through Bixby, becoming the first retailer to use Samsung's voice assistant for orders and payment. The company is a joint venture between Shinsegae Group and Starbucks Coffee International, retail news source Chain Store Age reported. "We are pleased to provide our customers with more convenient ways to be rewarded for their purchases," said Starbucks Coffee Korea CEO, S.K. Lee. "The launch of voice-recognition ordering is a seamless addition to our innovation portfolio, creating a consistent third-place experience across digital and in-store interactions." The new capability builds upon the company's mobile-order and pay system, which is called Starbucks Siren Order.