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

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Luckin Coffee's Major Collaborations

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

Previously, Luckin had posted a topic on social media: "Everyone, share who you'd like Luckin to collaborate with!" For their next collaboration, Luckin had already reached out to the public, gathering suggestions from various netizens.

Today, Luckin made an official announcement! They've finally decided to collaborate with "JoJo's Bizarre Adventure: Stone Ocean." JoJo is a long-running manga, and now Luckin's collaboration aims to attract manga fans! Ah! This is so exciting for JoJo fans!!! Reportedly, this isn't Luckin's first cross-industry collaboration.

Successful Collaborations

On April 11th of this year, both Yeshu and Luckin officially announced their joint product "Coconut Cloud Latte." This was Yeshu Coconut Milk's first cross-industry collaboration in 34 years.据了解，"Coconut Cloud Latte" uses "cyclic molecular embedding technology," replacing regular milk foam with coconut milk to create rich, delicate foam like clouds, ensuring a smooth texture.

The two also jointly launched 2 limited edition paper bags and 1 cup sleeve, giving the new annual product maximum exposure. When it comes to Yeshu, perhaps most people's impression of it stops at its "mudslide" aesthetic product packaging. Yeshu Coconut Milk's packaging style has been evaluated by many netizens as "so tacky it becomes trendy," but the reality is that on the first day of launch, Luckin's product sold 660,000 cups.

Afterward, on April 25th, Luckin Coffee also announced a new collaboration with EDG. EDG Esports Club's S11 championship players became Luckin's promotional ambassadors, and consumers who purchased Coconut Young Ice Brew could receive EDG electronic badges. Additionally, Luckin's EDG limited edition cup sleeves are now available at stores in Beijing, Guangzhou, Shenzhen, Hangzhou, Wuhan, Chengdu, and Chongqing.

They also opened a luckin × EDG Shanghai theme store, designed with themed light signs and gaming experience areas, featuring the EDG logo, passionate bullet comments, team history honor wall, and infinite illusion photo zones.

The Trend of Brand Collaborations

Speaking of collaborations, this isn't just happening in the beverage industry anymore. Major brands are all engaging in collaborations, which have become a focal point for brands to create differentiation and break through固有认知. Among these, there are many collaboration examples that have left deep impressions on consumers and greatly helped both collaborating brands.

Manner is one example that sparked fervent pursuit due to collaborations. As a newcomer to the coffee world, Manner announced this summer a collaboration with high-end skincare brand HR Helena to launch a new product—matcha ice cream flavored latte "A Cup of Youthful Return," whose popularity一度导致服务器瘫痪. Not only that, but just recently Manner also collaborated with LV, jointly designing two "LV runway custom" coffee... cups.

Tea Industry Collaborations

Looking at the tea industry, this June, HEYTEA collaborated with the popular drama "A Dream of Splendor" to launch two customized collaborative tea products nationwide—Menghua Tea Joy · Dian Cha, Perilla · Pink Peach Drink, priced at 19 yuan and 15 yuan respectively, taking a low-price route.

They also launched multiple activities including collaborative pop-ups, creative merchandise, and themed stores. These activities brought a comprehensive collaborative experience from product to store. The collaborative new products sold 300,000 cups on the first day of launch, becoming a new hot topic outside the drama.

Just now, Nayuki Tea collaborated with the popular drama "Love Between Fairy and Devil" with the theme "Canglan Pomegranate Longing" to launch a collaborative new product "Domineering Oriental Pomegranate." According to reports, this collaborative product sold over 10,000 cups in 8 minutes, breaking industry records, with multiple Nayuki stores experiencing overwhelming orders. The Weibo topic "Love Between Fairy and Devil even prepared wedding tea" directly entered the Weibo trending list.

According to reports, centered around the theme "Canglan Pomegranate Longing," Nayuki also launched a series of limited edition merchandise, using cup sleeves, handbags, phone holders, stickers, and other items as carriers to recreate beautiful scenes from the drama such as Water Cloud Heaven, Fate Palace, and Cloud Dream Marsh. The cup sleeves borrowed the shape of "fate book tree leaves" from the drama, embedding scenes of the male and female protagonists in Water Cloud Heaven. "Combined with the drama's plot, this merchandise feels very story-driven, making people want to collect it." At the same time, Nayuki Tea set up one "Canglan Pomegranate Longing" themed store in each of five cities: Beijing, Shanghai, Guangzhou, Shenzhen, and Hangzhou, where customers participating in "secret code" interactions at themed stores have the opportunity to receive corresponding benefits.

The Business Strategy Behind Collaborations

As communication channels become increasingly widespread and market competition grows more intense, the cost of acquiring and serving individual merchant users has become increasingly high, so choosing multiple brand partnerships to share costs is also a trend. Collaborative products basically leverage各自的优势, forming complementary consumer groups.

This is nothing new. There have long been brand collaboration business activities, and many collaborating brands, due to their own fame, cause frantic buying on launch days, but collaborative series that people remember are few and far between.

Image source: Internet