Introduction:Recently, a photo of a Luckin-style bubble tea chain employee wearing a cigarette-shaped hair accessory clipped to the brim of a baseball cap went viral online, sparking heated discussion among netizens. The act was criticized for trivializing smoking behavior, potentially damaging the brand image, and raising concerns about food hygiene—especially among underage consumers. What does this incident reveal about store management and brand image? How did the brand and the employee respond? This article delves into the issue.
Recently, a set of photos circulated on social media showing an employee of a popular bubble tea chain with a cigarette-shaped hair accessory clipped to the brim of a black baseball cap. The cap also featured the brand’s mascot, the Snow King. The photo quickly stirred public debate, with many questioning whether such decoration trivialized and normalized smoking, thus affecting consumers’ perception of the brand.
According to the original poster, the employee was standing in the packaging area, and the cigarette-shaped accessory on their cap was highly visible, inevitably drawing associations with smoking. Moreover, another employee working in the operation area was also seen wearing a similar cigarette-shaped hair clip. Many netizens found the imagery uncomfortable, worried that it might send the wrong message—particularly to underage customers.
Reactions to the photos were mixed. Some believed it might simply be a young employee’s personal quirk—a harmless fashion choice that didn’t warrant overinterpretation. They pointed out that the employees appeared young and likely chose the accessory for fun, not as an official brand initiative.
However, many others voiced strong opposition. They argued that when employees wear uniforms, they represent the corporate image. Even though the cigarette-shaped accessory itself contains no tobacco, it could still easily evoke associations with unhealthy habits. Some even expressed concerns about food hygiene, such as the irrational but common worry of “whether there might be cigarette ash in the milk tea.”
Of greater concern, many comments highlighted that a significant proportion of Luckin-style bubble tea chain customers are minors, who may lack the discernment to properly interpret smoking-related symbols and could be subtly influenced. Thus, employees wearing such decorations on duty could set a negative example for this group.
Faced with the wave of public opinion,
the brand responded swiftly. An account suspected to belong to a store manager admitted in the comments under the post that the cigarette accessory on the cap brim was purchased and worn by the employee themselves. The brand confirmed that the behavior was inappropriate and had demanded rectification to ensure no similar incidents occur again. In addition, the official customer service of the bubble tea chain publicly stated that all stores must adhere to strict no-smoking policies, with clear no-smoking signs displayed inside outlets. The incident was described as an isolated case and had been promptly addressed.
Notably, as a tea beverage brand primarily targeting younger consumers, the brand’s image has always centered on being approachable and youth-oriented. However, this incident serves as a reminder that any decoration worn with the uniform can become part of the brand image and must be managed with greater care.
Industry insiders pointed out that managing employees in beverage shops involves not only dress and appearance standards, but also safeguarding the brand image and building consumer trust. In the future, brands should consider providing clearer guidelines on employee appearance and tightening controls on uniform accessories to prevent similar misunderstandings from recurring.
The above content is compiled by CoffeeHunters, a coffee news website.
