Introduction:The collaborative event between the domestically produced AAA game "Black Myth: Wukong" and Luckin Coffee ignited a frenzy both online and offline on its first day, but quickly became a hot topic among netizens due to system failures, rapid sell-outs of merchandise, and redemption issues. This article details the sequence of events, the practical problems encountered by consumers, and offers useful purchasing advice and precautions to help you not miss out on limited-edition collaborations next time.
This collaboration between Luckin Coffee and the highly anticipated domestic AAA game "Black Myth: Wukong," which officially launched on Monday, swiftly sparked widespread discussion. However, almost as soon as the event began, it ran into issues including system crashes, instant sell-outs of merchandise, and various redemption and stock issues at stores—sparking strong dissatisfaction among players and even propelling related topics to the top of Weibo’s hot search list.
As part of this collaboration, Luckin launched a new coffee called "Black Myth Cloud-Riding Americano," along with several limited-edition merchandise items, including 3D-exclusive lenticular posters and co-branded cup sleeves. In particular, the 3D poster, due to its extremely limited quantity—only twenty or thirty copies per store—led many gamers to set alarms the night before so they could rush to stores early in the morning to grab one.
Yet, despite their preparations, many consumers still hit roadblocks. Some opened the Luckin app in the morning only to find that the co-branded set including the poster was already marked as “sold out” and unavailable for purchase; others who had pre-purchased the set through third-party platforms faced issues with system verification when they arrived at the store; and some even showed up before 7 a.m., only to be told that the merchandise hadn’t even been delivered yet. These kinds of issues kept cropping up, leaving many fans deeply disappointed, with complaints flooding social media platforms such as “Wukong hasn’t even descended yet, and I’ve already been baffled by Luckin” and “Luckin’s difficulty level is comparable to the first trial on the Journey to the West.”
Due to the “limited-time giveaway, while supplies last” mechanism, many consumers were afraid of missing out, staying up late or rushing to stores early in line, only to encounter system or supply issues, leading to widespread disappointment. Some netizens camped out at stores hoping to snag the coveted posters, refusing to leave, while others kept asking in Luckin’s live stream when the verification issues would be resolved—but received no clear answers.
Facing a wave of user complaints and skepticism, Luckin officials didn’t issue a response until around 9 a.m., stating that there had been a brief system malfunction earlier in the morning, which had now been fixed. However, although the official system gradually returned to normal, the highly sought-after 3D poster had already been marked up significantly on second-hand trading platforms. It’s understood that during the system failure, the poster’s price on these platforms soared to around 50 yuan, dipping slightly after repairs but still remaining above 30 yuan, with interest peaking at over 200 people wanting to buy—highlighting just how popular it was.
Perhaps sensing the intense enthusiasm from the market and fans, Luckin posted a restocking notice on Weibo that afternoon, stating that the merchandise included in the co-branded sets had sold out, but that the brand had plans to restock. However, production is expected to take about 15 days, and customers were advised to wait patiently.
For consumers looking to get their hands on this collab merchandise, it’s recommended to follow official announcements and social media updates closely, and keep an eye on restocking schedules. Additionally, since limited-edition merchandise is often in high demand, if you miss out at first, don’t be discouraged—you can wait for subsequent batches or watch for other collaborative events. If choosing to buy on second-hand platforms, always pay attention to seller ratings and product authenticity to avoid paying a premium for counterfeits or defective items.
In summary, although this collaboration event generated major buzz and successfully captured the attention of both gamers and coffee enthusiasts, there is still plenty of room for improvement in its actual execution. For similar events in the future, it’s advisable for consumers to do their homework beforehand, understand the event rules and potential pitfalls, to increase the chances of a successful purchase and avoid going home empty-handed.
The above content is compiled by CoffeeHunters, a coffee news website.
