Co-branding between chain brands has long become commonplace, yet Luckin Coffee's frequent moves in co-branded marketing still turn heads. From cross-industry collaborations to routine co-branding, Luckin has consistently demonstrated keen market instincts and creative capabilities. 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. Subsequently, Luckin officially launched the call "Every generation has its own merch makeover frenzy" on Xiaohongshu, sparking a creative carnival among Luckin's craftspeople. From pen holders and picture frames to oracle bone script mahjong and Chinese-style oil-paper umbrellas, netizens transformed free merchandise into works of art brimming with ingenuity. This article will take you through the highlights of this zero-cost DIY merch craze, letting you feel the creative vitality that comes from brand-consumer interaction. [more…]

When coffee packaging bags meet infinitely creative netizens, what kind of sparks will fly? Luckin Coffee's paper bags have recently become a new favorite among DIY enthusiasts, from simple doodles and handwriting practice to complex mini store models, all kinds of transformed works are emerging one after another. This craze has not only turned ordinary paper bags into personalized collectibles, but also attracted more than 2 million netizens to participate in the interaction, and even the official account couldn't help but like and repost. This article will take you through this creative feast triggered by paper bags, to see how consumers use their own hands to give brand packaging a second life, and what kind of marketing inspiration this spontaneous spread brings to the brand. [more…]

Mstand has collaborated with streetwear brand AMAZING PANDA to launch a bamboo latte and panda-themed limited-edition merchandise, among which a "Panda Hug Cup" has sparked heated discussion due to its design. Many consumers said after receiving the actual product that it differs noticeably from the promotional images, with the all-black version described as looking like a "black-skinned muscular man," while the light-colored version was jokingly said to look like "feet holding up a cup." Besides the appearance controversy, practical complaints were also frequently mentioned, such as the arms on the cup being positioned too low and hard to grip, and the cup opening being too small, which is unfriendly to latte art beginners. At the same time, a cup enthusiast posted a handmade ceramic cup from another online shop, suspecting it was the inspiration source for Mstand's collaborative design, triggering discussion about "creative plagiarism." Fans, however, believe the details of the two cups are clearly different, and given that Mstand's previous "vegetable basket" woven bag also had precedent of borrowing from luxury brands, it can only be considered similar creativity. [more…]

During Halloween, Mstand launched a new Butter Basque Latte and a series of merchandise bundles, but what truly caught fans' attention was an unexpected potato and sausage scallion pancake wrap. As a coffee brand known for its refined and stylish image, Mstand's decision to add a street food item to its menu sparked discussions on social media. This article reviews consumers' genuine feedback on this pancake wrap, longtime customers' reflections on the brand's breakfast product line, and the controversy surrounding Mstand's merchandise strategy, while exploring loyal fans' hopes for the brand to return to its coffee roots. [more…]

Luckin Coffee has partnered with the classic animated IP Tom and Jerry to launch an anniversary-edition mascarpone cheese raw-cheese latte and a series of merchandise, sparking an enthusiastic frenzy among young consumers. From cup sleeves and paper bags to stickers and badges, these designs full of childhood memories have inspired a wave of creative DIY makeovers among the public, with all kinds of handmade creations popping up on social platforms. In order to collect the full set of merchandise, many people have bought drinks multiple times without hesitation, and some have even rummaged through trash bins to pick up discarded paper bags. This article will take you through how this collaboration storm has turned young people into a "scrap-collecting army," and their unique obsession with coffee merchandise. [more…]

Recently, StayReal, the streetwear brand founded by Mayday's Ashin and artist No2Good, held a limited-time art exhibition in Shanghai, drawing a large number of fans to visit and take photos. Surprisingly, however, a Starbucks store next door to the exhibition unexpectedly went viral thanks to its employees' playful cheering. Staff held up creative signs incorporating Mayday lyrics, prepared limited-edition cup stickers and merchandise perks for fans, and even offered a cheerful "call-out service," keeping the fans waiting in line laughing nonstop. This mutual embrace between fans and Starbucks employees not only eased the boredom of waiting in line, but also won the brand a great deal of goodwill. [more…]

Luckin Coffee has teamed up with Disney's Zootopia 2 for a collaboration, launching limited-edition drinks, themed packaging, and merchandise, sparking a buying frenzy among fans. However, the themed stickers in the second wave of merchandise hide a clever design—what appears to be an abrupt black triangle pattern is actually a peel-off Luckin apron sticker. Users can place it over the movie characters to complete a "costume change." This design not only circumvents Disney's strict restrictions on brand logos but also achieves promotional goals through user interaction, jokingly dubbed by netizens as "a perfect combination of copyright awareness and creativity." Front Street Coffee has also taken note of the marketing ingenuity behind this collaboration and will break down the details and fun aspects of this partnership for you. [more…]

The 8th Lujiazui Coffee Festival recently kicked off, with the five-day event bringing together 270 participating coffee shops, the largest scale in its history. In addition to more than a dozen overseas specialty coffee brands from Australia, Japan, Thailand, Singapore, South Korea and other places, the creative competition among exhibitors over peripheral giveaways is equally eye-catching. From oversized canvas tote bags to red and yellow plastic bags that replicate the style of wholesale markets, brands are using uniquely designed shopping bags to attract attention and generate buzz. As coffee itself becomes increasingly homogenized, these peripheral products, which are both practical and highly shareable, are becoming a "hard currency" more sought after than coffee at the festival. [more…]

As the Lunar Year of the Rabbit approaches, the New Year marketing battle in the coffee beverage industry has quietly begun. Major brands are launching creative campaigns around the zodiac "rabbit," from puns and auspicious sayings to limited-edition new products, from co-branded designs to merchandise, all trying to capture consumer mindshare in the fierce market competition. Luckin has teamed up with artist Han Meilin to launch the "Double Rabbit" series, Starbucks offers three limited-edition drinks paired with cute rabbit merchandise, and Nestle Nespresso has collaborated with designer Angel Chen to create an eco-themed gift box. This article reviews the Chinese New Year marketing moves of major coffee brands, analyzes how zodiac IPs help brands build emotional connections with consumers, and explores that, amid the trend, product quality and creative output are the key to standing out. [more…]

On Christmas Eve, the festive atmosphere in coffee shops is not only reflected in the drinks and decorations—the takeaway cups have also become a canvas for baristas to unleash their creativity. From the initial casual sketches of Christmas trees and Santa hats to the later non-stop fancy doodles, hand-drawn Christmas cups have gradually spread throughout the independent coffee scene. Some draw on cups while making coffee, while others have turned doodling into an assembly-line operation to meet customer expectations. This low-cost, heartfelt holiday merchandise not only gives customers a unique keepsake but also allows baristas to find the joy of handmade craft amid their busy schedules. This article will take you through how this hand-drawn trend evolved from a fleeting whim into a Christmas season staple. [more…]

Mixue Bingcheng recently launched an unexpected new piece of merchandise—an eye chart covered with the Snow King's face. Customers who bought the blueberry fruit tea received this special poster, which quickly sparked widespread discussion on social media. Some found it quirky and fun, and made a point of going to stores to get one and test their eyesight themselves; others questioned its accuracy as a vision testing tool. This controversy, sparked by a promotional giveaway, showcases Mixue Bingcheng's consistently down-to-earth marketing style while also prompting reflection on the boundary between creativity and practicality in branded merchandise. [more…]

As the Spring Festival approaches, major chain beverage brands are rolling out festive limited-edition merchandise to boost sales. Heytea recently launched a fat-burning slimming bottle with added lotus leaf tea, along with a two-cup set that comes with a New Year limited-edition "oil-absorbing paper." However, this merchandise unexpectedly backfired—a red lucky money envelope packaging containing white oil-absorbing paper made many consumers in Guangdong and Guangxi uncomfortable, as they considered it a New Year taboo and exclaimed "Dai Gat Lei Si" (a Cantonese phrase meaning "bad luck"). While pursuing creativity and festive atmosphere, should brands give more consideration to regional customs and differences? This article will walk you through the entire incident and various perspectives. [more…]

Luckin Coffee recently officially announced a co-branding partnership with the domestic single-player game Black Myth: Wukong, with the limited-edition drink Soaring Americano and themed merchandise set to launch soon. The news quickly trended on social media, and players were eagerly anticipating it. However, as the collaboration gained traction, some netizens dug up past sexist remarks made by the game's core creative team, sparking widespread controversy. Some believe that while Luckin's move can ride the momentum of China's first AAA blockbuster, it could also suffer backlash due to the public opinion storm surrounding its partner. Is this collaboration a win-win or a risk? Let's take a closer look. [more…]

Competition in the coffee industry is growing increasingly fierce, and themed cafés are emerging one after another, yet brands with a truly distinctive cultural core remain rare. Recently, the country's first archaeology-themed café officially opened in Yuzhong District, Chongqing. Jointly created by the Chongqing Cultural Relics and Archaeology Research Institute and a Chongqing cultural and creative industry council member unit, it blends professional archaeological expertise with the coffee-drinking experience. The shop not only offers archaeology-themed drinks, but also features distinctive settings such as a stratigraphy bar counter, a wall of archaeological tools, and merchandise inspired by replicated cultural relics, with plans to hold themed salons on a regular basis. This cross-disciplinary experiment brings the niche discipline of archaeology into the public eye in a way young people enjoy, and also opens up new imaginative possibilities for the "coffee + cultural creativity" model. [more…]

In July 2017, Guangzhou welcomed its first lifestyle market themed around specialty coffee—the Guangzhou Specialty Coffee Culture Festival, held at the 289 Art PARK Culture Plaza. The event brought together the city's top specialty coffee shops, including brands like Front Street Coffee, where visitors could taste coffee beans from various origins, fresh creations by champion roasters, as well as creative coffee, drip bags, pour-over equipment, and cultural merchandise. Beyond coffee, booths featuring desserts, craft beer, tattoos, and handmade crafts were equally exciting. Consumers could vote for their favorite coffee shop, join coffee tasting salons and amateur pour-over competitions, and experience tattoos and photo interactions. Whether a coffee connoisseur or a curious beginner, everyone could find their own enjoyment here. [more…]

China's domestic coffee consumption market continues to heat up, with local specialty brands constantly innovating. As one of the first chain brands to enter the specialty coffee arena, Seesaw Coffee recently opened its first pour-over coffee-themed store on Hengshan Road in Shanghai, and launched an online "National Pour-Over" campaign, inviting coffee lovers to share their hands-on brewing creations in any form—pour-over, French press, moka pot, AeroPress, or drip bags. Looking back at Seesaw's development path—from its first store on Yuyuan Road in 2012, to accelerating expansion after securing hundreds of millions in funding, to experimenting with Mini stores and city-inspired creative specialty drinks—the brand has always centered on experience and innovation. This article also draws on industry data to examine the growth potential and competitive landscape of China's coffee market. [more…]

On the fourth anniversary of the Raw Coconut Latte, Luckin Coffee chose to collaborate with stand-up comedy champion Fu Hang for a co-branded campaign and launched a new product, "Jelly Raw Coconut Latte." However, the co-branded stickers that had been highly anticipated unexpectedly fell flat—many customers returned them on the spot because they didn't recognize the person, didn't like him, or didn't know how to use them. When asked "Who is he?" by customers, staff even had a quick-witted reply: "He might be the founder of the Raw Coconut Latte." Why exactly did this collaboration flop? And how did the merchandise giveaway turn into staff members' "creative ways to clear inventory"? This article takes you through the whole story. [more…]

Starbucks has recently been ramping up its co-branding activities, teasing a limited-edition extendable straw shaped like the Golden Cudgel that plays the Monkey King's voice lines, while also launching a new delivery-exclusive drink, the "Flow Frozen Latte," on its Starbuck Delivery service. This creative coffee, said to be inspired by ginger milk curd, claims that the liquid naturally congeals and separates into layers during delivery, arriving as a latte with distinctly defined layers. However, consumer reviews since its launch have been mixed: some have posted photos showing obvious congealing and layering, describing the texture as similar to double-skin milk or coffee pudding; others question whether the product matches its description, saying what they received was no different from an ordinary latte. Is the "flow frozen" effect real or just a gimmick? And is the new recipe simply an old product with a new name? This article will compile netizens' hands-on feedback to take a look at the true face of this talked-about beverage. [more…]

As a leading tea beverage chain brand in China by number of stores, Mixue Bingcheng is deeply loved by students and office workers for its super high cost-effectiveness. On September 28, the company officially announced that its first Snow King Castle experience store in the country would open in Zhengzhou Guomao, breaking its previous image of focusing solely on ice cream and tea drinks by integrating fried skewers, desserts, coffee, merchandise, claw machines, and other elements into one space. Even more unexpectedly, Henan's local specialties, braised noodles and baked pancakes, have also been creatively incorporated into the drinks. What highlights does this experience store actually have? What kind of brand ambition does Mixue Bingcheng's diversified layout reveal? This article will take you on a journey of discovery. [more…]

The co-branding campaign between Chagee and "Ne Zha 2" had not yet been officially announced, but a large number of leaked merchandise images had already surfaced on social media, sparking heated discussion among fans. However, as more images were exposed, merchandise enthusiasts who had been full of anticipation discovered that the square badges in this design bore a striking resemblance to competitor Cotti'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 comments section to debunk rumors and try to soothe fans' emotions. Meanwhile, Cotti, which was the first to launch its co-branded campaign, won praise for its sincerity and after-sales service, invisibly putting comparative pressure on Chagee. How will this co-branding controversy unfold? And what gaps exist between fans' expectations and the brand's preparations? [more…]