Why did the Luckin coffee merchandise idea go viral?
Luckin Coffee released Year of the Dragon limited-edition co-branded merchandise with artist Han Meilin on January 22, covering paper bags and cup sleeves nationwide. Its Xiaohongshu account then posted the call every generation has its own merch makeover frenzy, and customers turned the free packaging into handmade objects, from pen holders and photo frames to oracle bone script mahjong and oil-paper umbrellas.
Chain-brand collaborations are routine, but Luckin Coffee has treated co-branding as a steady marketing line rather than an occasional stunt. The official team noticed how widely customers were already customizing the bags and invited more of them to share results, which pushed a wave of imitation across social platforms. The campaign shows how a free item plus an open prompt can turn buyers into makers.
Collaborations between chain brands are nothing new, but Luckin Coffee's frequent moves in co-branded marketing still turn heads. From cross-industry partnerships to routine co-branding, Luckin has consistently shown sharp market instincts and creative flair. On January 22, Luckin joined hands with artist Han Meilin for a second time to launch Year of the Dragon limited-edition co-branded merchandise, with paper bags and cup sleeves rolling out nationwide. Soon after, Luckin's official account on Xiaohongshu launched the call "every generation has its own merch makeover frenzy," sparking a creative carnival among Luckin's craftspeople. From pen holders and photo frames to oracle bone script mahjong and Chinese-style oil-paper umbrellas, netizens transformed free merch into ingenious works of art. This article takes you through the highlights of this zero-cost merch DIY craze, showcasing the creative energy born from brand-consumer interaction.
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Co-branding is already commonplace among chain brands, yet the sheer density of Luckin Coffee's moves in this space still makes one sigh: collaborations come every year, but this year there are especially many. With marketing tactics that dare to break convention, Luckin continues to capture public attention. From early tentative forays into cross-industry partnerships to now treating co-branding as routine, behind it all is a precise grasp of market trends and a steady stream of creative output.
On January 22 , Luckin Coffee announced its second collaboration with artist Han Meilin on Year of the Dragon limited-edition co-branded merchandise, with paper bags & cup sleeves officially landing nationwide.
Not long ago, Luckin Coffee's official account posted on Xiaohongshu, calling for "every generation has its own merch makeover frenzy" and inviting many Luckin craftspeople to gather. This move came from the official team noticing netizens' impressive DIY skills and the widespread attention and imitation it sparked.
After the post went up, a large number of Luckin craftspeople responded quickly, showing off their carefully customized merch creations in the comments and on social platforms. These creations were highly varied, including practical items like pen holders, photo frames, tissue boxes, phone cases, and fridge magnets, as well as more artistic handmade pieces like self-made lanterns, fans, book covers, and wind chime ornaments.
Think that's all? No!! Luckin's highly skilled craftspeople say there are also "DIY oracle bone script mahjong" made from paper bags — play a few rounds with mahjong full of historical charm.
There's even a fortune-filled "DIY Year of the Dragon hundred blessings wind chime," which earned a shout-out from the official account itself. As mentioned earlier, Luckin's official account irregularly features works by Luckin craftspeople, which makes everyone even more eager to take part in the paper bag makeover frenzy, all wanting to get their own zero-cost Luckin merch!
In addition, some netizens transformed the Year of the Dragon limited-edition paper bags from Luckin Coffee's collaboration with artist Han Meilin into Chinese-style oil-paper umbrellas.
On the other hand, netizens' attention to Luckin Coffee today is no longer limited to the taste of the coffee itself, but extends to how, after Luckin releases new co-branded merch, they can get the merch for free and then remake it into more artistic collectibles.
Looking ahead, we hope to see more brands like Luckin Coffee continue to launch meaningful merchandise through interaction and creative collaboration with consumers, meeting their needs and expectations. At the same time, consumers can continue to unleash their creativity and passion online, injecting more vitality and creativity into brand development.
Image source: Internet
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The above content is compiled by CoffeeHunters, a coffee news website.
