Why Did the Luckin Coffee Tengger Collab Split Reviews?

Luckin Coffee is marking the third anniversary of its Raw Coconut Latte with a co-branding campaign featuring singer Tengger. Reports say the two sides will release a custom birthday song and limited-edition emoji sticker packs using Tengger's real-person expressions, a first for Luckin's collaborative campaigns. Reaction online has split: some call the pairing too unexpected, while others say they will buy once it launches.

The Raw Coconut Latte launched in April three years ago and stayed in short supply for a long time, making it one of the chain's signature products alongside the Moutai Latte. Tengger, now past sixty, has won over younger netizens by covering pop songs. After real photos of the stickers appeared, some fans found the style hard to accept and said they would refuse the free gifts, so whether the campaign goes viral is still open.

Luckin Coffee's Raw Coconut Latte is celebrating its third anniversary on the market, and the brand has planned a rather unique co-branding campaign for the occasion — with none other than singer Tengger. Rumors suggest the two sides will release a custom birthday song and limited-edition emoji sticker packs, and the news has sparked heated discussion online. Some find the pairing too unexpected, exclaiming, "How is this even a collab?" while others express anticipation, saying they'll definitely buy once it launches. However, after actual photos of the real-person emoji stickers surfaced, many fans said they found them hard to accept, considering the sticker style too bizarre, with some even planning to refuse the free gifts when placing orders. Whether this collaboration will continue Luckin's streak of viral hits or fall flat remains to be seen.

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When it comes to Luckin's signature products, besides last year's wildly popular Moutai Latte, the Raw Coconut Latte was equally instrumental to its success. Launched in April three years ago, this drink quickly went viral and remained in short supply for a long time.

This year, this popular beverage is celebrating its third birthday. It's reported that Luckin specially planned a "Raw Coconut Third Anniversary" co-branding campaign, inviting singer Tengger to perform a custom birthday song to celebrate this "hero" product, along with limited-edition collaborative stickers.

This news surprised many netizens. Luckin has often used celebrity or influencer endorsements to drive sales in the past, but this collaboration with Tengger takes a different form — the two parties are releasing stickers featuring Tengger's emoji expressions as a co-branded item, which is a first in Luckin's history of collaborative campaigns.

Netizens who spend time online are no strangers to Tengger. This singer, now past sixty, has overturned the public's traditional impression of artists in recent years by covering and popularizing many pop songs, endearing himself to netizens who affectionately call him the "Eternal Child."

In the eyes of some netizens, an aging artist and a coffee brand like Luckin seem like an odd match. Many exclaimed, "How is this even a collab?" and found the pairing "too dramatic." Combined with rumors that the campaign launch date is April 1st, April Fools' Day, some speculate this might be an April Fools' prank Luckin prepared for its fans.

However, since actual photos of the Tengger stickers have already circulated online, the news still has some credibility. This has also put Luckin's loyal fans in a dilemma — whether to buy into this collaboration or not.

Netizens who like Tengger are naturally full of anticipation for this collaboration, saying they'll place orders as soon as it launches. "If it's real, I'll definitely buy it," "Bring it on, it has to be Tengger," "Six, now I have no choice but to drink it."

However, Luckin's previously gifted collaborative stickers have mostly featured cartoon characters — cute and fun, highly sought after by sticker enthusiasts, and becoming hot items every time a campaign launched. But this time, the real-person emoji stickers are too explosive in fans' eyes. "These stickers are truly bizarre," "So ugly I could cry," "A bit ridiculous, isn't it."

Many people said they find these emoji stickers hard to accept and wouldn't know how to use them after receiving them. Some fans outright said they don't want such stickers at all and plan to ask the staff not to give them the stickers when placing their orders.

Compared to other brands, Luckin is incredibly creative when it comes to collaborative campaigns, and these unconventional "tricks" that overturn public impressions have earned it countless hot topics and attention. As for this collaboration with Tengger — whether it continues the previous viral momentum and becomes a trending topic, or sinks without a trace — we'll have to wait and see.

Image source: Internet

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