Luckin Coffee’s ‘Tom and Jerry’ collab goes viral

There is no café chain in China growing as explosively as Luckin Coffee. It opened 1,382 stores in Q3 2024 alone, taking its total to over 21,000 in the mainland. That boom is expected to continue as the coffee powerhouse yesterday announced it had signed a multi-billion RMB trading deal with the Brazilian Trade and Investment Promotion Agency to import coffee beans. “Luckin Coffee aspires to be an ambassador of integrated coffee industry cooperation between our two countries,” Luckin Coffee CEO Dr. Jinyi Guo said at the signing ceremony. The brand also recently unveiled a collaboration with hit nostalgic IP Tom and Jerry, catering to its ballooning mainstream audience of both old and young demographics. Also in cartoon-related news this week is Hello Kitty’s exhibition with artist Jinky Huang at TX Huaihuai in Shanghai. Lastly, Jing Daily delves into Tiffany’s second year of partnering with the Shanghai Marathon. Subscribe here to receive this news directly via the Collaborations newsletter. Luckin Coffee x Tom and Jerry Details: Merchandise and branded coffee cups, November 18 Social context: The “Luckin Coffee co-branded Tom and Jerry” hashtag has generated 269,000 discussions and 24 million views on Weibo, while on Xiaohongshu, it has amassed 35.4 million reads. Verdict: By partnering with the beloved Tom and Jerry franchise, Luckin Coffee taps into the nostalgia and enduring popularity of the characters in Asia, particularly in China, where Warner Bros Discovery is actively expanding the cartoon brand. The collab aligns with Luckin Coffee’s innovative marketing strategy, which deploys cultural icons to deepen customer engagement. The launch combines themed merchandise — such as double cup bags, cup sleeves, and a plush blanket — with sales-driven incentives like coffee coupon bundles. These promotions encourage repeat purchases, boosting both immediate revenue and brand loyalty. Luckin Coffee’s 50.14% YoY revenue growth for the 12 months to September 30 and its vast store network position it as the dominant player in China’s coffee market. The collaboration with Tom and Jerry enhances its appeal by bridging its contemporary offerings with a globally recognized franchise, catering to local fans while emphasizing the company’s innovative and fun approach to branding. Hello Kitty x Jinky Huang Details: 50th anniversary exhibition at TX Huaihuai, Shanghai, from November 15 to February 28 Social context: On Xiaohongshu, #hellokitty has 2.3 billion views, and #jinkyhuang has 156,000. Verdict: This exhibition combines traditional Chinese aesthetic techniques, such as intangible cultural heritage craftsmanship, with the contemporary art of Sanrio’s beloved character. The juxtaposition of Hello Kitty’s global cultural symbolism and traditional Chinese artistic expressions blends heritage and modernity, creating a dialogue between past and present artistic values. Sustainability is the core theme of the exhibition, conveyed via innovative, eco-friendly materials and sustainable production processes. By integrating these principles with art, culture, and life, the exhibition promotes awareness of environmental concerns and showcases the brand’s improved eco-friendly practices. Influenced by Jacques Derrida’s deconstructionist philosophy, Huang employs techniques such as disassembly and reconfiguration of symbols, words, and forms. This approach resonates with the exhibit’s broader themes, symbolizing the reevaluation of artistic, cultural, and environmental paradigms. The use of irregular structures and multi-material compositions underscores the transformative relationship between art and societal ideologies. Tiffany x Shanghai Marathon Details: Official trophies and medals for top three male and female finishers, December 1 Social context: On Xiaohongshu, #tiffany has 534.7 million reads, and #shanghaimarathon has 34.3 million. Verdict: The integration of iconic Shanghai landmarks such as the Oriental Pearl Tower and Shanghai Tower into the trophy designs creates a powerful connection to the city’s cultural and architectural identity. This localization reflects Tiffany & Co’s sensitivity to regional pride while showcasing its ability to tailor luxury design to specific contexts. Incorporating materials such as 925 sterling silver, 24K gold plating, and fine silver, underscores Tiffany & Co’s reputation for precision and luxury. The four-month production timeline at Tiffany’s Rhode Island workshop highlights the brand’s commitment to excellence and attention to detail. This effort aligns with the Shanghai Marathon’s values of endurance and achievement, creating a meaningful parallel between the artisans’ dedication and the runners’ perseverance.

Luckin Coffee’s ‘Tom and Jerry’ collab goes viral

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Published November 26, 2024

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Luckin Coffee’s ‘Tom and Jerry’ collab goes viral