Introduction:The cheese latte jointly launched by Luckin Coffee and the anime "JoJo's Bizarre Adventure: Stone Ocean" sold an astonishing 1.31 million cups on its first day of release, surpassing 6.59 million cups in cumulative sales over seven days, setting a new record for the brand’s new product launches. This coffee, characterized by its rich cheese aroma, not only differentiates itself from products like coconut milk and thick milk lattes but also successfully attracts the younger consumer demographic through a precisely targeted anime IP marketing strategy. This article will delve into its flavor profile, the market insights behind its sales figures, and how anime collaborations have become a new battleground in the coffee industry.
Luckin Coffee’s recently launched cheese latte, a collaboration with the popular anime "JoJo's Bizarre Adventure: Stone Ocean," achieved remarkable sales right out of the gate. According to official data, the product sold 1.31 million cups on its first day. Calculated at 20 RMB per cup, this translates to a single-day revenue exceeding 26 million RMB, breaking the brand’s previous record for new product launches. Even more impressive, over the short span of seven days from October 10 to 16, cumulative sales reached 6.59 million cups, demonstrating strong market demand for this new offering.
The development process of this cheese latte is also noteworthy. It is reported that the Luckin team went through 43 rounds of repeated adjustments and testing to find the perfect balance between cheese aroma, milk flavor, and coffee taste. The final product offers a slightly salty aftertaste, with a smooth and velvety mouthfeel, making it stand out among numerous latte options. Notably, the cheese flavor is not derived from directly added cheese, but rather achieved through a special process that delivers a rich, cheesy-like milk aroma—an innovative approach that coffee enthusiasts will appreciate.
Compared to the coconut cloud latte launched in April this year, the cheese latte has performed even more impressively. The coconut cloud latte sold 660,000 cups on its first day, only about half the number of the JOJO collaboration. This difference is reflected not only in the sales figures but also in consumer feedback. With its unique cheese flavor, the cheese latte successfully sets itself apart from common latte types such as coconut milk and thick milk, carving out a new flavor niche in the coffee market.
In terms of marketing strategy, Luckin’s collaboration is nothing short of ingenious. Since its debut in the 1980s, the "JoJo's Bizarre Adventure" series has built a deep fan base thanks to its distinctive fashion-forward character designs, having previously partnered with luxury brands like Gucci and Bulgari. By choosing to collaborate with this highly popular anime IP, Luckin not only taps into a massive anime fan community but also brings itself closer to younger consumers. The cup sleeves and paper bags for the collaboration feature bold, high-saturation colors, creating a striking visual contrast with Luckin’s signature white industrial-style stores—this design choice significantly boosts product recognition.
However, the collaboration hasn’t been without controversy. Some JoJo fans expressed dissatisfaction with the designs of the cup sleeves and paper bags, feeling they failed to fully capture the essence of the original work, with some even taking it upon themselves to create fan-made versions. This reflects the delicate balance that branded collaborations must strike between appealing to mainstream aesthetics and meeting the expectations of loyal fans. Despite these criticisms, the sales figures prove that the overall collaboration strategy was successful, as consumer enthusiasm for the product itself remained unaffected.
From a professional perspective, the flavor characteristics of the cheese latte are worth exploring in depth. Its signature cheese aroma primarily comes from a specialized dairy formulation technique that delivers a rich, cheesy-like flavor without directly using cheese. For coffee enthusiasts, this product offers a great opportunity to try something new, especially appealing to those who enjoy a creamy, milk-forward taste. It is recommended that first-time tasters pay attention to the balance between its savory notes and the bitterness of the coffee, as this is key to appreciating this product.
Looking ahead, Luckin has announced plans to launch innovative products such as the "Orange Sea Cheese Latte," which combines fruit, cheese, and coffee—expected to open up even more flavor possibilities. This ongoing strategy of product innovation, paired with precise IP collaboration marketing, shows Luckin’s long-term vision in capturing the younger consumer market. For the coffee industry, this success story proves that anime IP collaborations are not just a marketing gimmick, but an effective way to reach specific consumer groups.
The above content is compiled by CoffeeHunters, a coffee news website.
