How Luckin Coffee and Moomin are brewing up a nostalgia play

Luckin Coffee is leaning into nostalgia this March with a new collaboration featuring Moomin, as brands continue to tap into childhood IP to deepen emotional connection and drive repeat visits.

Launched on 5 March, the campaign is guided by the tagline “Over the Moonmin” and positions the daily coffee run as a moment to slow down and reconnect. The collaboration spans limited-edition beverages, collectible merchandise and in-store as well as digital activations.

In conversation with MARKETING-INTERACTIVE, Luckin Coffee said the partnership allows the brand to tap into a sense of nostalgic comfort, turning what it described as a routine caffeine fix into a more emotionally resonant experience for busy Singaporeans.

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“By blending our modern energy with the Moomins’ timeless values of friendship and adventure, we create a soulful brand experience that resonates deeply with customers seeking both quality coffee and a moment of peace,” the company said.

The collaboration aligns with Luckin’s positioning in Singapore as a brand focused on delivering fun and engaging coffee experiences, it added, noting that limited-edition merchandise plays a role in reinforcing lifestyle relevance.

The launch introduces three beverages rolled out across March. The roasted coconut latte, available from Thursday (5 March), pairs espresso with roasted coconut notes for a warm, toasty profile. From 19 March, customers can opt for the pistachio chocolate frappe, which blends chocolate with pistachios and cashews, or the returning pistachio oat latte, a nut-forward mix of pistachio and cashew flavours combined with oat milk.

Luckin Coffee said flavour development was guided by market research, seasonal trends and customer preferences. The aim was to create taste profiles that complement its core range while appealing to local palates and generating excitement around limited drops.

Beyond beverages, the collaboration includes a Moomin-themed umbrella, available with the purchase of two selected drinks at SG$16.80 until 31 March, and “Stick-With-Me” collectibles offered with any two selected drinks, while stocks last.

The company said the items were selected for both practicality and emotional appeal. Umbrellas serve as functional daily essentials, while the smaller collectibles are designed to add an element of play and encourage engagement.

To amplify the launch, Luckin Coffee organised a media tasting event and rolled out Moomin-themed window decals and standees at selected outlets. The campaign is also supported by interactive social media efforts, in-store digital screens and multiple placements within the Luckin Coffee app.

The brand said previous collaborations underscored the importance of balancing strong IP storytelling with product quality and operational feasibility. For this launch, it strengthened cross-team coordination and mapped clearer in-store and digital touchpoints to ensure a smoother customer journey across stores, social channels and its app.

The Moomin tie-up follows another nostalgia-driven partnership by Luckin Coffee late last year, reflecting its continued use of familiar IP to deepen customer engagement. In November, Luckin Coffee Singapore teamed up with Tom and Jerry for a festive collaboration that introduced a mascarpone latte, described as “silky Danish mascarpone meets bold, full-bodied espresso”.

The campaign aimed to “add a dash of nostalgia and a sprinkle of mischief to the holidays”, featuring exclusive drinks and collectibles that invited fans to “sip, collect, and relive” classic moments from the iconic cartoon pair. Taken together, the collaborations show how the brand is weaving pop culture storytelling into its product pipeline, turning limited-time beverages into broader lifestyle moments.

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