Luckin Coffee's Raw Coconut Latte is celebrating its third anniversary on the market, and the brand has planned a unique co-branding campaign, partnering unexpectedly with the singer Tengger. Rumors have it that the two will release a custom birthday song and limited-edition emoji stickers, which immediately sparked heated discussions among netizens. Some find the pairing too unexpected, exclaiming, "This can be co-branded too?" Others expressed anticipation, saying they would definitely buy once it's available. However, after actual photos of the real-person emoji stickers were exposed, many fans said they found them hard to accept, considering the sticker style too bizarre, and some even planned 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. [more…]

Luckin Coffee's recent collaboration with singer Tengger has officially launched, with "Coconut Joy Song," a birthday tribute to the Coconut Latte, playing on loop in stores, and the accompanying Tengger real-person meme stickers sparking a buying frenzy among fans. However, these stickers encountered an unexpected awkwardness in offline stores—many customers took their coffee and left the stickers in the pickup area, with one store accumulating as many as 20 unclaimed stickers in a single day. While fans are frantically ordering just to get the stickers, some consumers bluntly say they're "too cringe" or "don't know where to put them." Why has this collaboration merch received such polarizing reviews? This article will walk you through the whole story and discuss the gains and losses behind Luckin's collaboration strategy. [more…]