Feeling sian? Luckin Coffee and Quby have a pick-me-up for that

Luckin Coffee Singapore is tapping into the Monday blues, TGIF highs and everything in between with a new Quby collaboration aimed at turning everyday moods into opportunities for consumers to connect with the brand.

Launching on 1 September, the “Your daily Luckin moments” campaign will bring the character, known for its expressive digital stickers, across new beverages, collectible figurines, in-store packaging and digital stickers on messaging platforms.

The collaboration is designed to deepen Luckin Coffee’s relationship with consumers beyond its drinks, while also reaching new audiences interested in character collaborations, collectibles and digital content, a Luckin Coffee spokesperson told MARKETING-INTERACTIVE.

Don't miss: Why Luckin Coffee is borrowing from the toy aisle to sell more coffee

Rather than focusing solely on positive moments, the campaign draws on the range of emotions consumers experience throughout the week, from feeling cheerful and energised to tired, stressed or simply 'sian' ('frustrated') after a long day.

According to the spokesperson, Quby’s ability to capture these moods through simple, exaggerated expressions was a key reason behind the partnership. The character has built a strong presence across Asia, particularly through digital stickers used on messaging platforms such as WhatsApp, WeChat and Telegram.

The brand said it wanted to use that familiarity to make the partnership feel like a natural extension of consumers’ everyday routines rather than a one-off IP collaboration.

“Rather than using Quby purely as a visual or collectible element, we have built the collaboration around the character’s expressive personality and its ability to capture the different moods and emotions consumers experience in their everyday lives,” the spokesperson said.

The campaign will introduce two Asian-inspired beverages. The 'Crème coconut pudding latte', launching on 1 September, combines espresso, milk and coconut jelly, drawing inspiration from egg pudding desserts. This will be followed by the 'Black sesame hojicha latte' on 17 September, which pairs black sesame with roasted hojicha and milk.

The collaboration will also feature a five-design blind box figurine series based on familiar everyday moods. Designs include “Monday blues”, “TGIF”, “No thoughts, Head empty” and “Sian”, alongside a special-edition “Luck in hand” figurine.

Beyond the products, Quby will appear across Luckin Coffee’s physical and digital customer touchpoints. Stores will carry themed paper bags and cup sleeves, while a collection of animated Quby stickers will roll out across WhatsApp, Telegram and WeChat.

The approach reflects Luckin Coffee’s attempt to use the character’s existing place in digital conversations to extend the campaign beyond its stores and into consumers’ daily interactions.

The spokesperson added that the campaign is intended to engage both existing customers and new consumers, particularly those drawn to character IPs, collectibles and playful digital content.

For Luckin Coffee, success will be measured less by a single campaign metric and more by how consumers engage with and share the collaboration. The brand will be looking at whether Quby fans develop an affinity with Luckin Coffee, whether customers hold on to and share campaign elements, and whether the partnership encourages them to return to the brand.

“If Luckin Coffee customers fall for Quby's playful side, and Quby fans start to feel like Luckin Coffee is somewhere they belong too, that's the win for us,” the spokesperson said.

The Quby tie-up follows another locally focused collaboration by Luckin Coffee in July, when the brand teamed up with MILO ahead of Singapore's National Day, tapping into familiar flavours and nostalgia to strengthen its connection with consumers. In conversation with MARKETING-INTERACTIVE at the time, Luckin Coffee said the collaboration was designed to reimagine a drink that has long been part of Singaporeans' everyday lives as a modern coffee experience.

The company pointed to MILO's place in Singapore culture, from memories of school sports day MILO vans to everyday kopitiam orders of "MILO gao". By combining those familiar flavours with its contemporary beverage offerings, Luckin Coffee said it hoped to celebrate everyday moments associated with National Day while appealing to consumers across different age groups.

Related articles: 
Luckin Coffee brews up blush-worthy romance with OSAMU GOODS  
Luckin Coffee refreshes menu, eliminates Nutri-Grade D items in Singapore  
Luckin Coffee brings Tom & Jerry chaos to cups in latest collab