Introduction:Luckin Coffee’s collaboration with the quirky and adorable cartoon character Xiao Liu Ya (Little Liu Duck) has launched, but the exclusive online e-commerce availability has led to many customers showing up in-store only to find the event unavailable. This collaboration primarily features peripheral giveaways such as double-drink insulated cups, stickers, and desk mats, all of which can only be obtained through specific e-commerce platforms. This article will analyze the strategy behind this collaboration, the details of the event, and how consumers can correctly participate to avoid visiting the wrong stores or missing out on these limited-edition gifts.
On August 29, Luckin Coffee partnered with Xiao Liu Ya, a cartoon IP beloved by Gen Z and Millennials, to launch a collaborative event. However, this collaboration was limited to online e-commerce platforms, causing confusion and dissatisfaction among many customers who arrived at physical stores early in the morning only to find no related activities. In fact, this partnership was led by Luckin Instant Coffee, which operates independently from the regular store system. As a result, participation was only available through online channels such as Tmall, JD.com, Pinduoduo, Douyin, and the official Luckin Coffee app or mini-program.
The Xiao Liu Ya collaboration peripherals launched during the event include a double-drink insulated cup, an outdoor handle cup, limited-edition stickers, and desk mats—all offered under a “giveaway-only” model, meaning customers must purchase specified combo sets to receive them. Given Xiao Liu Ya’s consistently high popularity on social media, these limited-edition giveaways had already attracted significant fan attention during the pre-launch phase. However, the lack of synchronization between online and offline information left many customers who specifically visited stores feeling disappointed, sparking discussions about the execution details of brand collaborations and overall consumer experience.
According to Luckin Instant Coffee’s official Weibo account, the promotion for this collaboration actually began as early as August 23, when they launched a campaign themed “Search for the Duck Across the Web.” They released two eye-catching yellow posters with a distinct design style that highlighted the outline of a duck, successfully arousing netizens’ curiosity. By the 26th, Luckin further revealed the upcoming collaboration with Xiao Liu Ya and published an image of Xiao Liu Ya’s “employee ID badge,” hinting that it was about to “join” Luckin. It wasn’t until the 28th that the official announcement revealed the full details of the collaboration, clearly stating that the peripheral products would only be given away and providing a detailed purchasing guide so consumers could prepare in advance for how to obtain them.
The star of this collaboration, Xiao Liu Ya, is an IP character that has gained immense popularity among younger audiences in recent years. The character first appeared on the WeChat emoji platform in April 2017 and quickly amassed a large fan base thanks to its chubby, round appearance and its rich, varied body language and expressions. Xiao Liu Ya’s personality, which combines a bit of mischievous cuteness and endearing simplicity, has made it widely popular on social media. As of January 2020, Xiao Liu Ya had released 8 sets of emoji packs, with a total of 2 billion sends, demonstrating its widespread appeal.
In addition to emojis, Xiao Liu Ya has actively collaborated with multiple brands, including JD.com, Ele.me, and Pampers, showcasing strong product-selling potential and fan loyalty. Although this collaboration with Luckin is limited to online channels, its peripheral products have still attracted many fans eager to snap them up—especially the double-drink insulated cup and the outdoor handle cup, both of which incorporate Xiao Liu Ya’s signature expressions and have considerable collectible value.
However, on the first day of the event, many customers mistakenly assumed they could visit physical Luckin stores to redeem or purchase related items, just as they had in previous collaborations—only to leave empty-handed. Some users posted in Xiao Liu Ya’s official community group, expressing disappointment after finding no sign of the collaboration at their local stores. In response, Xiao Liu Ya’s social media team had to repeatedly explain that this collaboration was limited to Luckin Instant Coffee’s online platforms and not part of the regular in-store events.
In reality, Luckin Instant Coffee is primarily responsible for e-commerce and delivery services and operates on a separate system from the physical store operations. Therefore, even though both belong to the Luckin Group, their activities are not the same. Many users, upon realizing they couldn’t redeem the items in-store, turned to the official Weibo account or comment sections for clarification, only to discover they had gone to the wrong place. Some even mentioned that even if they placed an order through the Luckin app, they might not receive the collaboration peripherals if they didn’t select the correct channel (for example, not using the specified e-commerce link).
It’s understood that the participation channels for this collaboration include major e-commerce platforms such as Tmall, JD.com, Pinduoduo, and Douyin, as well as Luckin Coffee’s own app and mini-program. Customers must purchase specified combo sets to receive limited-edition peripherals such as the double-drink insulated cup, stickers, and desk mats. Among these, the double-drink insulated cup, due to its cute and practical design, became a top priority for many fans. However, some consumers reported that although they purchased drinks at the specified price point (such as the 59 RMB combo), they did not receive the stickers advertised. They later found out that “Luckin Instant Coffee” and the commonly known “Luckin Coffee” are actually different business lines with different service offerings.
Although this collaboration campaign successfully sparked public discussion through its promotional efforts, the disconnect between online and offline information led to a subpar experience for some consumers. Some netizens suggested that brands, when planning collaborations, should not only focus on generating buzz and visibility but also clearly plan the ways to participate and properly guide consumers to the correct platforms to avoid misunderstandings that could harm brand reputation.
Overall, although this collaboration between Luckin and Xiao Liu Ya is limited to online channels, it has successfully captured the attention of its target audience thanks to the adorable peripheral designs and the IP’s inherent appeal. For coffee enthusiasts who enjoy collecting collaboration merchandise, as long as they purchase the specified products through the correct e-commerce channels, they can still bring this charming little duck home. While enjoying the fun of the collaboration, many netizens have also called on brands to continue focusing on the flavor and quality of the coffee itself alongside innovative marketing—after all, coffee is the very foundation of this business.
The above content is compiled by CoffeeHunters, a coffee news website.
