Introduction:The collaboration between Luckin Coffee and the popular game Genshin Impact has sparked a collecting craze, with limited-edition merchandise such as packaging cups, cup sleeves, and carriers quickly selling out. Some stores experienced supply shortages, leading fans to even rummage through trash bins in an effort to complete their collections, while staff members were seen showcasing unused materials — highlighting a stark contrast in resource distribution. This article analyzes the reasons behind the supply-demand imbalance, the psychology behind fan behavior, and the impact of brand management policies.
The collaborative campaign between Luckin Coffee and the well-known game Genshin Impact successfully ignited a wave of collecting enthusiasm. During the event, limited-edition merchandise such as exclusive packaging cups, paper bags, and cup sleeves, which came with purchased drinks, became highly sought-after by fans due to their unique designs. However, as the campaign progressed, most stores quickly ran out of these limited items, leaving latecomers with only standard packaging — a situation that sparked dissatisfaction among customers.
One netizen who failed to redeem the collaboration merchandise happened to find discarded stickers near a store’s trash bin, unexpectedly stumbling upon a “treasure.” This incident made him reflect on the uneven distribution of resources. His experience resonated with many gamers, some of whom, in order to collect a full set of merchandise, overcame their shyness and actively asked store staff for extras — though success was not always guaranteed.
Some customers reported that even when purchasing designated combo meals and requesting additional stickers or cup sleeves from staff, they were turned down, and in some cases, even met with cold attitudes for asking too much. Such experiences led some socially anxious fans to seek out the “hidden gems” in trash bins, hoping to complete their missing items.
Meanwhile, some Luckin employees revealed that in certain stores, the limited-edition merchandise was not fully distributed. This was partly because general customers showed little interest in the collaboration IP, leaving these valuable items sitting unused. This phenomenon of “fans unable to get them, staff unable to give them away” sparked online discussions about redistributing the surplus, with suggestions to offer the extra items to customers in need or circulate them via second-hand platforms.
However, according to Luckin’s internal regulations, employees are not allowed to privately resell or dispose of unused collaboration merchandise, with violators potentially facing dismissal. As a result, even when faced with a large amount of unclaimed items, staff had no choice but to discard them according to the rules — further fueling fans’ concerns over resource waste.
This collaboration not only highlights the challenges involved when popular IPs partner with brands, but also reflects the complexities of supply and demand when it comes to limited-edition products. For fans, how to effectively obtain desired merchandise while understanding the operational limitations of the brand has become an important takeaway from this incident.
The above content is compiled by CoffeeHunters, a coffee news website.
