Why Did the Luckin Tom and Jerry Latte Spark a Collecting Craze?

Luckin Coffee partnered with the classic animated IP Tom and Jerry and launched an anniversary-edition Mascarpone Cheese Raw Milk Latte. Coupons bought through the livestream brought the price to 9.9 yuan. The collaboration includes four cup sleeve designs and three paper bag designs, one of them a single-cup bag, plus stickers showing classic scenes from the animation.

The merchandise follows the earlier rule: buy any two drinks and get one free item. Collectors bought drinks repeatedly to complete the set, and some searched trash bins for discarded paper bags. On social media, more people shared bags, sleeves, and stickers than discussed the latte coffee meaning or the latte coffee milk ratio, turning packaging into the main draw of the campaign.

Luckin Coffee has partnered with the classic animated IP Tom and Jerry to launch an anniversary-edition Mascarpone Cheese Raw Milk Latter and a series of merchandise, sparking an enthusiastic frenzy among young consumers. From cup sleeves and paper bags to stickers and badges, these designs full of childhood memories have ignited the public's passion for creative DIY, with all kinds of handmade creations flooding social media. To collect the full set of merchandise, many people have bought drinks multiple times without hesitation, and some have even dug through trash bins to pick up discarded paper bags. This article will take you through how this collaboration storm turned young people into a "waste-picking army," and their unique obsession with coffee merchandise.

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"Have you heard? *** has collaborated with ***! The merchandise designs are gorgeous!"

Collaborations happen every year, but this year they are especially frequent. As an active player in the collaboration scene, Luckin's diligence in this area is there for all to see. Before the buzz from the last hit product has even faded, new partnerships are already on the schedule — not only is there no sign of creative exhaustion, but the speed of new releases is astonishing.

On October 9, Luckin officially announced its partnership with the classic animated IP "Tom and Jerry," launching the anniversary-edition "Mascarpone Cheese Raw Milk Latte." By purchasing coupons through the livestream, customers can enjoy it for just 9.9 yuan. Leveraging Tom and Jerry, two characters who carry countless people's childhood memories, Luckin successfully stirred up consumers of all ages to open their wallets for the merchandise.

It is reported that this Tom and Jerry collaboration includes 4 cup sleeve designs and 3 paper bag designs, including 1 single-cup bag, with collaboration stickers also released simultaneously, featuring many classic scenes from the animation. The method of obtaining the merchandise follows the previous rules — simply purchase any 2 drinks to receive 1 free item.

On social media, although some users discussed the taste of the new product, more people shared those paper bags, cup sleeves, and stickers loaded with memories, as well as everyone's creative modifications and practical uses for the merchandise. Thanks to netizens' ingenuity, Tom and Jerry-themed houses, pen holders, photo frames, tissue boxes, phone cases, journals, card holders, fridge magnets, and exquisite ornaments — beautiful and practical DIY creations — have emerged one after another. If you can imagine it, these netizens can make it.

Just as everyone was still rushing to order for the first wave of merchandise, Luckin officially announced the next day that a second wave of collaboration items would be released within a week: badges. There are 3 badge designs, and purchasing a 2-drink set earns you one badge — meaning you'd need to order 6 cups of coffee to collect all 3. In response, some netizens sighed: "2 cups I can barely manage, but 6 cups is really too much!"

The taste of the coffee no longer seems to be the focus of attention. What time of day has ample merchandise, how to more easily get the merch, how to collect all the themed cup sleeves and cups, how to transform the paper bags... these are the details these consumers most want to know. To complete their coveted merchandise collection, let alone drinking a few more cups of Luckin — they wouldn't even blink at running to several stores. They truly embody the spirit of "others see trash, I see treasure."

As more and more people join the Luckin merchandise collection ranks, these young people wish they could claim every cup and bag around them as their own, grabbing as much "free" stuff as possible — they won't even spare the "waste" in trash bins.

When they see someone throw a paper bag into the trash, these "collection fanatics" can't help but sigh, "Joy and sorrow in this world are not shared." But picking it up to take a look, they discover — surprise! — besides the trash, the stickers are still inside, so they hurry to take it home. "The joy of scavenging — I found 6 single-cup bags, one double-cup bag, and a Jerry cup sleeve, amazing!" "To complete my cup collection, I'm picking through trash at the Luckin entrance." "Live to old age, collect to old age!" "Teach you how to get journal materials without spending a penny — of course, by picking through trash!"

From this, it's clear that quite a few young people have joined the "Luckin waste-picking army." It seems this Tom and Jerry collaboration really has these netizens completely "under its spell."

Image source: Internet

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