How Chagee's Leaked Merch Became a Coffee Bean Gifts Problem

Leaked images of Chagee's Ne Zha 2 co-branded merchandise have drawn accusations that its square badges closely resemble Cotti Coffee's fridge magnets, with fans also questioning the build quality. Chagee's official account responded in the comments to deny copying and calm sentiment. The episode matters because it shows how quickly unreleased tie-in items can turn into a reputation test for a coffee brand's limited-edition gifting program.

The dispute sits against Cotti Coffee's earlier co-branded launch, which drew praise for its service and attention to detail. For both chains, themed merchandise such as badges, tickets, and fridge magnets functions like coffee bean gifts: small keepsakes that carry the brand beyond the cup. How the two brands handle the design comparison and fan disappointment over the coming days will shape how collectors judge their future releases.

The co-branding campaign between Chagee and "Ne Zha 2" had not yet been officially announced, yet a large number of leaked merchandise images had already surfaced on social platforms, sparking heated discussions among fans. However, as more images were exposed, merchandise enthusiasts who had been full of anticipation discovered that the square badges designed for this collaboration bore a striking resemblance to competitor Cotti Coffee's fridge magnets, and the quality also fell short of expectations, with disappointment written all over their faces. Facing the growing public discourse, Chagee's official account appeared in the comment section to debunk rumors and try to soothe fans' emotions. Meanwhile, Cotti Coffee, which was the first to launch its co-branded campaign, earned praise for its sincerity and after-sales service, inadvertently putting comparative pressure on Chagee. How exactly will this co-branding controversy unfold? And what gaps exist between fans' expectations and the brand's preparations?

▲

Click to follow | Daily specialty coffee culture magazine Coffee Workshop

Recently, leaks about Chagee's co-branded merchandise with "Ne Zha 2" have been popping up one after another on social platforms, attracting a great deal of attention from fans.

Judging from the images circulating through various insider channels, Chagee has created brand-new limited-edition packaging for this collaboration, while also revealing some themed merchandise, including double-sided holographic tickets, badges, fridge magnets, and more, with a teaser that the co-branding campaign would be officially launched soon.

However, as more images and discussions appeared on social media, the merchandise enthusiasts who had been eagerly anticipating Chagee's collaboration furrowed their brows, openly expressing dissatisfaction and disappointment.

In the minds of many users, Chagee frequently rolls out all kinds of merchandise across various platforms—fridge magnets, backpacks, blankets, and so on—and most of the designs carry a distinct brand style. Whenever a new campaign arrives, fans always scramble to snap them up, sometimes valuing the packaging more than the product itself.

But judging from the leaked photos, the themed merchandise the brand prepared this time not only fell short of merchandise enthusiasts' expectations in terms of craftsmanship, but also "clashed" with competitor Cotti Coffee's designs. Sharp-eyed fans pointed out that in the circulating photos, a pair of square badges featuring anime characters from Chagee bore a striking resemblance to a pair of fridge magnets from Cotti Coffee.

(Left: the rumored Chagee square badges; Right: Cotti Coffee's co-branded fridge magnets)

Some netizens admitted that they had imagined Chagee, with its rich co-branding experience, would design highly creative or exquisitely crafted unique products. They never expected that the merchandise prepared over nearly a month would look so mediocre in quality and closely resemble a competitor's product from Cotti Coffee next door, which instantly dampened their interest in the yet-to-be-officially-announced collaboration.

Interestingly, after fans successively expressed dissatisfaction with Chagee's "Ne Zha 2" collaboration on social platforms, the official account appeared in the comment sections of some posts to "debunk rumors online," revealing to netizens that the brand had prepared more merchandise for this collaboration than what was shown, in an attempt to soothe fans' emotions.

Ever since Cotti Coffee, Chagee, and Good Me successively announced their collaborations with the hit IP "Ne Zha 2," fans have been closely following the brands' campaign preparations.

They said that Cotti Coffee, which was the first to announce and the quickest to launch its campaign, showed great sincerity in this collaboration, overhauling the co-branding rules based on netizens' suggestions and continuously refining the campaign details during the teaser period. After the campaign began, the official team kept monitoring user feedback, and whenever someone received a defective product, they would appear in the comment section to provide after-sales service. This earnest and responsible attitude won countless praise from fans.

Precisely because Cotti Coffee set such a fine example, Chagee's teaser operations for its campaign are inevitably being compared by consumers. But onlookers believe that before the official announcement of specific campaign details, fans who care about the collaboration need not be overly harsh on the brand over shortcomings revealed through unofficial channels.

Image source: Xiaohongshu

Disclaimer: Some images in this article are sourced from the internet. For some content on the website, such as images, we will respect the original copyright and indicate the source. However, due to the large volume, there may be individual images or texts that we have not yet been able to credit. We ask for your understanding. If the original author has any disputes, please contact the website and we will handle it. Once verified, we will correct it immediately. Compiled and edited by "Coffee Workshop." Please indicate the source when reposting. If there is any infringement, please let us know and we will delete it. Thank you~!

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