JoJo's Bizarre Adventure! Luckin Coffee Has Actually Collaborated with It!!

Luckin Coffee's Latest Crossover

On September 23, Luckin Coffee officially announced a major collaboration with "JoJo's Bizarre Adventure: Stone Ocean," set to launch in October, with activities running at stores nationwide.

Earlier, Luckin had floated a topic on social media asking fans to share whom they wanted the brand to work with next — an open call for suggestions ahead of its following collaboration.

Today the announcement finally came: Luckin has chosen "JoJo's Bizarre Adventure: Stone Ocean." JoJo is a long-running manga series, and this tie-up is clearly aimed at drawing in its fans. For the JoJo faithful, it is an exciting moment. Reportedly, this is far from Luckin's first cross-industry collaboration.

A Run of Successful Partnerships

On April 11 of this year, Yeshu and Luckin jointly announced their co-branded drink, "Coconut Cloud Latte" — Yeshu Coconut Milk's first cross-industry collaboration in 34 years. The drink uses a "cyclic molecular embedding technology" that replaces the usual milk foam with coconut milk, creating a rich, delicate cloud-like foam and a smooth texture.

The two brands also rolled out 2 limited-edition paper bags and 1 cup sleeve, giving the year's flagship product maximum exposure. When it comes to Yeshu, most people's impression stops at its famously "mudslide" packaging aesthetics — a look many netizens have called "so tacky it becomes trendy." Yet on the first day of launch, Luckin's Coconut Cloud Latte sold 660,000 cups.

Then, on April 25, Luckin Coffee announced a new partnership with EDG. The S11 championship players of EDG Esports Club became Luckin's promotional ambassadors, and customers who bought Coconut Young Ice Brew could collect EDG electronic badges. EDG limited-edition cup sleeves also appeared in Luckin stores across Beijing, Guangzhou, Shenzhen, Hangzhou, Wuhan, Chengdu, and Chongqing.

The two also opened a luckin × EDG theme store in Shanghai, fitted out with themed light signs and a gaming area, along with the EDG logo, walls of impassioned bullet comments, a team-history honor wall, and photo zones built around the "infinite illusion" motif.

Collaboration Fever Beyond Coffee

Collaborations are no longer confined to the beverage industry. Major brands across categories are joining forces, using crossovers to stand apart and break through entrenched perceptions. Some of these tie-ups have left a deep impression on consumers and delivered real gains for both partners.

Manner is one such case, sparking frenzied demand through its collaborations. A relative newcomer to coffee, Manner announced a summer partnership with high-end skincare brand HR Helena on a new drink — a matcha ice-cream-flavored latte called "A Cup of Youthful Return" — whose popularity once crashed the ordering servers. More recently, Manner also worked with LV to design two "LV runway custom" coffee cups.

Crossover Fever in Tea

Over in the tea world, HEYTEA partnered with the hit drama "A Dream of Splendor" this June to launch two co-branded teas nationwide — Menghua Tea Joy · Dian Cha and Perilla · Pink Peach Drink, priced at 19 yuan and 15 yuan respectively, deliberately taking the low-price route.

HEYTEA also staged pop-up events, released creative merchandise, and opened themed stores, delivering a full crossover experience from product to space. The co-branded drinks sold 300,000 cups on their first day, becoming a talking point of their own beyond the drama.

Nayuki Tea, meanwhile, teamed up with the hit drama "Love Between Fairy and Devil" around a "Canglan Pomegranate Longing" theme, releasing a co-branded drink called "Domineering Oriental Pomegranate." The product reportedly sold over 10,000 cups in 8 minutes, breaking an industry record, with many Nayuki stores swamped by orders. The Weibo topic "Love Between Fairy and Devil even prepared wedding tea" shot straight onto the trending list.

Centered on the same theme, Nayuki released a line of limited-edition merchandise using cup sleeves, handbags, phone holders, and stickers to recreate scenes from the drama such as Water Cloud Heaven, Fate Palace, and Cloud Dream Marsh. The cup sleeves borrowed the shape of the "fate book tree leaves," embedding scenes of the male and female leads within Water Cloud Heaven. "Paired with the drama's plot, the merchandise feels very story-driven and makes people want to collect it," one commentator noted. Nayuki also set up one "Canglan Pomegranate Longing" themed store in each of five cities — Beijing, Shanghai, Guangzhou, Shenzhen, and Hangzhou — where customers who took part in "secret code" interactions could receive corresponding perks.

The Business Logic Behind the Boom

As communication channels multiply and competition intensifies, the cost of acquiring and serving individual customers keeps climbing, so sharing costs across multiple brand partnerships has become a sensible trend. Co-branded products essentially play to each partner's strengths, forming complementary consumer groups.

None of this is new. Brand collaborations have long existed, and many tie-ups trigger frantic buying on launch day thanks to the fame involved. Yet the crossovers people actually remember are few and far between.

Image source: Internet

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