Why Did Luckin Coffee Apologize Over Jackson Yee's Name?

Luckin Coffee apologized on Weibo after its online customer service and backend system repeatedly misspelled the name of brand ambassador Jackson Yee. Screenshots showed a chatbot and a human agent both writing the name with the wrong character. Related topics trended on Weibo and climbed to second place on Xiaohongshu's hot list. Fans rejected the apology, calling the repeated errors disrespectful during an active endorsement.

The backlash follows strong commercial results. The roasted coconut latte endorsed by Jackson Yee surpassed 10.04 million cups in first-week sales, with fans contributing heavily, so fans questioned how the system could not enter the ambassador's name correctly. Luckin has three celebrity ambassadors: Jackson Yee, Tan Jianci, and the newly announced Liu Yifei. The auto-reply feature containing the typo has since been hidden. Latte coffee meaning aside, the episode shows how ambassador handling affects brand trust.

Luckin Coffee has sparked strong dissatisfaction among fans after its online customer service and backend systems repeatedly misspelled the name of brand ambassador Jackson Yee, with related topics quickly trending on Weibo and reaching second place on Xiaohongshu's hot list. Although Luckin subsequently issued an apology on Weibo, admitting the mistake and correcting it immediately, fans were not satisfied with the official response, believing that such disrespectful errors occurring repeatedly during the endorsement contract period were unacceptable. Previously, the roasted coconut latte endorsed by Jackson Yee surpassed 10.04 million cups in first-week sales, with fans contributing enormously. Now the system cannot even correctly input the ambassador's name, which is truly lamentable.

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Last night, entries such as "Luckin Apology Letter" and "Luckin Apologizes to Jackson Yee" suddenly appeared on Weibo's trending list, quickly attracting a large number of onlookers. The next day, related discussions climbed to second place on Xiaohongshu's hot list.

The incident began when netizens posted screenshots on social media showing that Luckin Coffee's online customer service had misspelled brand ambassador Jackson Yee's name in multiple replies, igniting the fury of the fan community.

From the first conversation record between fans and Luckin's chatbot customer service, it can be seen that ambassador Jackson Yee's name was written as "易烊干玺". After fans tried to correct it and were transferred to a human agent to ask which product line Jackson Yee endorses, the name was once again misspelled with the character "干" in the human agent's reply. This left fans very confused: since it's human service, why can't they even type the name of their own brand ambassador correctly?

Fans also discovered that in addition to automated replies, Luckin's related guide questions involving the ambassador's name also contained the same typo. Currently, this extended feature has been hidden.

Other fans pointed out that Luckin's backend auto-replies set for Jackson Yee had other flaws, further intensifying everyone's dissatisfaction. It is reported that Luckin currently has three celebrity ambassadors — Jackson Yee, Tan Jianci, and the newly announced Liu Yifei. Fans noticed that the backend system has auto-replies set for both Liu Yifei and Tan Jianci's names, but when typing Jackson Yee's name, normal content cannot be displayed, and the system only replies: "Sorry, I didn't catch your meaning..."

(Currently, the auto-reply function for the ambassador's name has been fixed)

In response to this matter, Luckin publicly posted an apology letter on Weibo, apologizing to Mr. Jackson Yee and the public for the typos in the auto-replies. Luckin stated that upon receiving feedback, the team immediately apologized to the ambassador and his management team, and the typos were promptly corrected.

Although Luckin quickly apologized and corrected the relevant errors, fans generally believe that misspelling the ambassador's name is extremely disrespectful, especially since it is still within the endorsement contract period and such mistakes have occurred repeatedly. Therefore, many people expressed they were "not buying" the official handling and apology response.

Looking back to November 27 last year, Luckin simultaneously announced Jackson Yee as brand ambassador across major platforms and launched the autumn-winter new product roasted coconut latte. During the product launch period, it could be seen from major social platforms that to support their idol, fans not only insisted on getting up early every day to check in at Luckin, but also shared their "achievements" of drinking several cups a day. Many devoted fans said that even if they normally don't have a coffee habit, they would go all out for "Four-Character Brother" no matter what.

According to Luckin's official data, the roasted coconut latte surpassed 10.04 million cups in first-week sales, and since the new product launch, Luckin's overall sales have surged. Topics featuring Jackson Yee and Luckin's roasted coconut latte together flooded WeChat Moments and topped trending lists. This shows that Luckin's outstanding winter performance would not have been possible without the strong support of fans. Yet now, the system has repeatedly contained typos regarding the ambassador's name — no wonder fans feel disheartened.

Image source: Internet screenshot

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