Introduction:Although the collaboration between Chagee and the animated film "Ne Zha 2" has not officially launched yet, leaked images of the merchandise have already sparked discussions on social media platforms. However, fans noticed that some designs bore a striking resemblance to those of a competing brand, Kudi’s collaborative products, and the quality also fell short of expectations, triggering heated debates. In response to the criticism, the brand quickly stepped forward to clarify, attempting to calm the controversy. This article takes you through the ins and outs of this collaboration uproar, as well as the gap between consumers’ expectations and the reality of branded collaborative merchandise.
Although the collaboration between Chagee and the popular animated film "Ne Zha 2" has not been officially announced, a series of merchandise teasers have gradually surfaced on social media, successfully capturing the attention of many fans. Based on the information revealed so far, the brand has created themed merchandise for this collaboration, including double-sided laser tickets, badges, fridge magnets, and even a brand-new limited-edition packaging, all of which are highly anticipated.
However, as more and more teaser images were shared, fans’ initial excitement gradually turned into disappointment. Many attentive netizens discovered that a pair of square badges, designed around anime characters, bore an uncanny resemblance in appearance to Kudi’s previously released collaborative fridge magnets, with some even calling it a "direct copy." Such design overlap left many merchandise enthusiasts, who value uniqueness and creativity, deeply disappointed.
Some netizens pointed out that Chagee’s previously released merchandise items—such as fridge magnets, blankets, or backpacks—have mostly featured distinctive brand styles, often attracting fans to rush to purchase them, even sparking a "buying the case but returning the pearl" trend. Yet, the leaked teasers this time not only failed to meet expectations in terms of quality, but their designs also closely resembled those of Kudi’s products, significantly dampening many consumers’ interest in the yet-to-be-officially-launched collaboration.
In response to the wave of online skepticism, Chagee’s official team swiftly reacted. The brand’s account appeared in the comment sections of some social media discussion threads to "debunk rumors online," assuring fans that the collaboration merchandise is not limited to the few items shown in the teasers and that there will be additional surprises revealed during the official event, in an attempt to appease fan sentiment.
In fact, ever since brands such as Kudi, Chagee, and Guming have successively announced collaborations with "Ne Zha 2," fans have been paying close attention to the details of each brand’s activities. Among them, Kudi, having been the first to launch its collaboration, actively listened to netizen feedback in the early stages of the campaign, significantly adjusting the event rules and continuously refining the details during the pre-launch phase, demonstrating a high level of sincerity. After the official launch, the organizers also consistently adapted based on user feedback, promptly addressing any defective product issues on social media and providing after-sales services—a responsive attitude that won praise from many consumers.
By comparison, although Chagee’s collaboration event has not officially begun, it has already stirred up considerable discussion due to the leaked images. As consumers compare the collaborative products of the two brands, they inevitably use Kudi’s attention to detail and service standards as a benchmark. However, some observers have noted that until the official details of the event are fully disclosed, fans should not overly rely on fragmented information from unofficial sources or be overly critical of the brand.
This collaboration controversy not only highlights the importance brands place on design originality and quality in collaborative events, but also reflects consumers’ expectations for brand sincerity and after-sales service. As the official event draws near, whether Chagee can turn the tide and deliver collaboration merchandise that satisfies fans remains something to watch closely.
The above content is compiled by CoffeeHunters, a coffee news website.
