Why did the Luckin Coffee collaboration divide drinkers?

Luckin Coffee is collaborating with Victoria's Secret, with co-branded paper bags, cup sleeves, and a new Osmanthus Longjing Latte expected to launch tomorrow. The leaked photo of the pink wings cup sleeve drew polarized reactions online: some called it ugly and rejected it, while others liked its look. The tie-in builds hype for the Victoria's Secret Fashion Show, returning next month in a revamped format.

The pairing surprised many Luckin fans, who left question marks under the leak post, since the two brands seem unrelated. The osmanthus coffee drink and pink wings sleeve are the most visible parts of the crossover. Luckin has run many collaborations before, so the result of this cross-industry effort is still to be seen.

Collaborations happen every year, but this year there are especially many. Luckin Coffee has recently been rumored to be collaborating with Victoria's Secret, and the co-branded paper bags, cup sleeves, and the new item, Osmanthus Longjing Latte, are expected to launch tomorrow. As soon as the leaked photo of the pink wings cup sleeve was exposed, it triggered polarized reactions among netizens. Some bluntly called it "ugly, reject," while others were drawn in by its high aesthetic appeal. This Victoria's Secret collaboration is intended to build hype for the Victoria's Secret Fashion Show, which will return with a revamped format next month. As a veteran of collaborations, how will Luckin's cross-industry effort turn out this time? It's something to look forward to.

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As the saying goes, collaborations happen every year, but this year there are especially many. And just like that, Luckin's new collaboration is already on the way.

Recently, a piece of news has been circulating on social networks: Luckin is going to collaborate with Victoria's Secret, with co-branded paper bags and cup sleeves, and the new product is an Osmanthus Longjing Latte, planned to launch tomorrow. Wait, Victoria's Secret? Could it really be those Victoria's Secret Angels who walk the runway? Even this can become a collaboration?!

Out of curiosity, I clicked and searched for "Luckin Victoria's Secret." When I saw the "leaked photo" of a pair of pink wings wrapped around a Luckin coffee cup, only then did I dare confirm that the collaboration partner really was the legendary well-known lingerie brand (Victoria's Secret).

In response, many Luckin fans frowned and silently left a string of question marks in the comments section of the "leak post," some even doubting their own eyes. Two brands that seemed completely unrelated could actually be paired together, prompting many netizens to sigh repeatedly, "Collaborations these days really are a random stew."

The most eye-catching part of a brand crossover is of course the merchandise. Besides the collaboration news being so shocking, the pink wings cup sleeve is also visually striking. Many netizens said bluntly that it was ugly: "These little wings are hard to judge," "I don't know about the merch, but this cup sleeve is really ugly," "Ugly, reject it, don't love it, abandon Luckin and switch to Di."

Of course, under the glow of filters, Luckin's co-branded wings cup sleeve and paper bags still show their highly attractive side, successfully drawing the attention of a group of girly-hearted netizens, who all said they were very much looking forward to them and hoped to get their hands on them.

As for the limited collaboration with Victoria's Secret, some netizens also teased Luckin, saying it should have put more thought into the cup sleeve design and the drink: "Why isn't it a bikini design," "Are they giving away lingerie," "Why not make a silk stocking coffee (inspired by silk stocking milk tea)."

Just as the "leaked photos" were flying everywhere, Luckin officially posted an image and text message in the morning saying "I'VE GOT SECRET TO SHOW," which formally confirmed the "rumor" of the collaboration with Victoria's Secret.

It is understood that the reason Victoria's Secret chose this time to collaborate with Luckin is that the Victoria's Secret Fashion Show, after a four-year absence, is about to return with a revamped format on the 26th of next month. Therefore, they hope to build hype in advance through the collaboration and also gain a wave of attention along the way.

As a "veteran" in the collaboration circle, Luckin has carried out cross-industry collaborations spanning logos, packaging, flavors, merchandise, and stores, creating many excellent cases (and of course also experiencing some flops). With cross-industry collaborations every few days, people once thought Luckin was a brand planning company rather than a coffee seller.

But it must be said that Luckin really does have some incredible talent when it comes to choosing partner IPs for collaborations. They are basically strong alliances that achieve a plus+ effect. And this time, with a collaboration with the internationally renowned clothing brand Victoria's Secret, how will it turn out? Let's wait and see!

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