Introduction:Luckin Coffee recently launched a DIY tutorial for the "Frozen Rose" on social media platforms, guiding users to preserve roses and ice cubes in an Ouqi can or regular ice cup to create a romantic ambiance. While this creative idea sparked heated discussions online, it also placed considerable pressure on frontline staff. Why does this unofficial, viral trend cause concern among employees about potential misunderstandings? This article delves into the operational details behind the trend, the phenomenon of brand bandwagoning, and the practical challenges faced by retail stores.
Luckin Coffee recently shared a tutorial on platforms like Weibo and Xiaohongshu, demonstrating how to make a "Frozen Rose" using its Ouqi can product, which garnered widespread attention. This creative concept involves sealing fresh roses and ice cubes together in a transparent container, not only crafting a visually striking table decoration with a sense of ceremony but also quickly inspiring imitation trends online. Even without an Ouqi can, consumers can achieve a similar effect using common ice cups—the key lies in conveying a romantic and creative atmosphere.
The so-called "Frozen Rose" is essentially made by placing one to several fresh roses into a clear plastic bottle or cup, adding an appropriate amount of water and ice cubes, and then completely sealing the opening. After some time, the roses immerse in the crystal-clear ice water, exuding a romantic vibe while also being able to sit on office desks for days, becoming a small delight for many professionals.
Tracing back to its origin, this "flower cup" concept initially stemmed from spontaneous DIY efforts by netizens. As more people shared filtered photos of their creations on social platforms, the trend gradually gained popularity. One of the first brands to capitalize on this trend was Mixue Ice Cream & Tea, which launched a "Cup Full of Romance" service—customers could purchase a designated transparent cup, and staff would assist in sealing the flowers, successfully attracting numerous fans to check in.
Recently, what brought the "Frozen Rose" back into the spotlight was Haidilao’s zero-yuan flower cup campaign. Customers could bring their own roses to dine at Haidilao, and after their meal, staff would help seal the flowers in a cup. Even for those who didn’t bring roses, some outlets offered free flowers, allowing customers to easily experience this seasonal, romantic activity. This trend prompted many brands to follow suit, including Luckin.
Although the "Frozen Rose" tutorial released by Luckin via its official account received an enthusiastic response from netizens—with many praising its simplicity and romantic feel, and even sharing DIY versions using Luckin coffee cups that yielded equally impressive results—amid the praise, some users expressed skepticism, particularly frontline staff who found the situation quite frustrating.
Since the "Frozen Rose" promoted by Luckin is merely a creative idea suggested by its official social media accounts and not an officially sold store item, it is not stocked in outlets, nor do staff have any related preparation procedures or materials. However, due to the heavy promotion by the official account, many customers mistakenly assumed it was a new Luckin product or standard service and went to stores requesting it. Faced with such requests, staff often struggled to explain why they couldn’t provide the service, potentially receiving negative reviews and facing undue stress and misunderstanding.
Industry observers note that while similar viral marketing tactics can quickly generate brand exposure and discussion, companies should also consider the operational pressures on frontline employees and clearly distinguish between official products and creative campaigns in their promotional content to avoid gaps between customer expectations and actual services.
The above content is compiled by CoffeeHunters, a coffee news website.
