What Happened with Luckin Coffee and JoJo?

Luckin Coffee's collaboration with JoJo's Bizarre Adventure: Stone Ocean, announced in late September and launched on October 10, sparked widespread discussion after packaging designs leaked early. Some fans were disappointed that the design style fell short of expectations, while others found it acceptable and created their own fan art with more popular DIY versions.

The anticipation began in mid-August when Luckin asked social media users which brand they wanted for a collaboration, receiving over 40,000 comments. JoJo was frequently mentioned alongside blue-themed characters like Doraemon and Stitch. The leaked packaging featured protagonist Jolyne Cujoh and her Stand, using tiled quadrilateral and circular patterns, but the addition of a cheese latte and puns divided fan opinion.

Recently, Luckin Coffee's collaboration with "JoJo's Bizarre Adventure: Stone Ocean" sparked widespread discussion among netizens, especially JoJo fans, before its official launch due to leaked packaging designs. The collaboration, which was highly anticipated, left some netizens disappointed because the design style fell short of fan expectations. However, some netizens thought the design was acceptable and spontaneously created their own fan art, showcasing more popular DIY versions. This article will detail the sequence of events and present the diverse reactions and creative designs from netizens.

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How strong is Luckin Coffee's execution capability?

In mid-August this year, Luckin asked netizens on social media: "Which brand do you want Luckin to collaborate with!?" The topic quickly garnered over 40,000 comments. Among the many suggestions, besides the blue-themed Doraemon and Stitch, names like JoJo, Oriental Leaf, and Starbucks frequently appeared... (Wait, the topic is drifting!) Additionally, a comment saying "First get the cheese latte available nationwide before anything else!" also received many likes.

Soon after, in late September, Luckin officially announced a collaboration with "JoJo's Bizarre Adventure: Stone Ocean" and planned to launch new products on October 10. The news immediately filled JoJo fans with anticipation! Besides the collaboration, Luckin also responded to netizens' calls by bringing back the highly anticipated "long-awaited" cheese latte! This series of moves precisely captured the hearts of many longtime fans.

However! Before the 10th arrived, Luckin's internally leaked "spoilers" triggered strong reactions from netizens... especially JoJo fans, whose views on the collaboration design are as follows:

Let's first look at a set of unofficial "spoiler" images released a few days ago, with this style:

Now let's look at the finished product "spoilers" leaked by Luckin insiders:

The packaging bag design uses the protagonist Jolyne Cujoh and her Stand as the main visual elements, with a color scheme employing tiled quadrilateral and circular patterns, intended to convey the passionate atmosphere of the manga!

But! But! The original design was actually not bad, until the cheese latte and the pun were added, which made many fans feel "devastated"! The copy "Long (Jo) awaited! Cheese Latte!" and the cutout treatment of the product caused the overall design's aesthetics to drop significantly.

Although it failed to meet netizens' expectations, some netizens said: It's okay! This looks better than the initial unofficial spoiler version (though only slightly better). Some netizens also mentioned that they thought Luckin would use official live model photos, and they had already prepared themselves not to buy...

Regarding Luckin's design this time, some netizens pointed out that in the past, Luckin's collaborations and limited-edition packaging were comfortable to look at in terms of layout design, but this time, collaborating with JoJo, known for its fashion sense, the packaging is so ordinary, so they feel a bit disappointed.

However, some netizens believe: Those who find it ugly must be fake fans; JoJo has always been this style! Others said that Luckin can't be blamed this time, as many domestic merchandise collaborations with "Stone Ocean" use this set of images, which indeed don't look good and lack sincerity...

Faced with the spoilers of this collaboration design, netizens really couldn't hold back! So they took matters into their own hands and started drawing, using their works to "outshine" the official design.

One has to say! The netizens' designs are really beautiful! Absolutely amazing! Once the DIY collaboration designs were released, they immediately received praise from many netizens and recognition from many JoJo fans!

Although this packaging design failed to meet JoJo fans' expectations, its promotional effect was very significant! On one hand, it sparked netizens' sharing and discussion; on the other hand, it prompted netizens' DIY creations, further enhancing the promotional effect.

Besides being redesigned by netizens, the original packaging design also started being made into various badges by netizens, and even turned into wallpaper for eco-friendly cups?!

Wow! I hope Luckin will take note next time! Don't just make bags and paper cup sleeves!! Image source: Xiaohongshu

The above content is compiled by CoffeeHunters, a coffee news website.