Luckin Coffee brings Garfield’s chill attitude to Malaysia

Luckin Coffee Malaysia is teaming up with Garfield for a two-phase campaign featuring four limited-edition lattes, exclusive merchandise and consumer activations, built around a simple message: it is okay to slow down and take a break.

Running across all Luckin Coffee outlets in Malaysia from 15 October, the “Just chillin’ with Luckin” campaign is designed to encourage consumers to take a breather amid the year-end rush, before shifting to a more playful theme inspired by Garfield’s cheeky personality in November.

The first phase features the crème brûlée latte, available from 15 October, followed by the tiramisu latte on 30 October. The second phase, titled “Cattitude ON”, begins on 13 November with the return of the toffee hazelnut latte, followed by the black sesame hojicha latte on 27 November.

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Beyond the drinks, the collaboration features limited-edition Garfield merchandise, including hot and iced cups, three collectible cup sleeve designs, a 2-in-1 pillow blanket, plush pouches, magnetic monitor memo boards and magnetic collectibles.

Two consumer activations will run alongside the campaign. On GrabFood, customers who purchase any two drinks can receive an exclusive Garfield thermal insulated bag, while stocks last.

Meanwhile, a “Wake Garfield up” contest will run from 15 to 22 October. Customers who purchase any featured beverage through the Luckin Coffee app during this period will be automatically entered into a draw for prizes worth up to RM5,000. These include a hotel stay, movie tickets, massage vouchers and coffee vouchers.

Campaign updates will be shared across Luckin Coffee’s Facebook, Instagram, TikTok and XiaoHongShu accounts, as well as through its app.

In conversation with A+M, Jeff Lim Chee Lip, CEO of Luckin Coffee said that the collaboration was developed with local consumer sentiment and lifestyle habits in mind, particularly as the year draws to a close.

“Beyond the fun of collaborating with Garfield, we wanted this campaign to carry a simple message: it’s okay to pause,” Lim said, adding that the “Cattitude ON” phase was intended to extend that invitation beyond the holiday period.

“Every campaign we bring to Malaysia starts with a deep understanding of local consumer sentiment and daily lifestyle habits,” Lim said. “Collaborating with Garfield allows us to continue creating a shared moment with our customers, and creating lasting connection in their daily lifestyle.”

Across the Causeway in Singapore, Luckin Coffee has framed its Garfield tie-up around connecting with consumers through characters and interests they already enjoy. The Singapore campaign features a creamy cinnamon pumpkin latte, rather than Malaysia’s crème brûlée latte as the lead drink. Singapore is also releasing a separate pumpkin daifuku that isn't available in Malaysia. 

The distinction reflects Luckin Coffee’s local-first strategy, outlined by Lim to A+M earlier this year. When a global product or campaign matches Malaysian taste profiles and consumer behaviour, it is localised and amplified, and when a concept doesn’t translate, the brand builds one from scratch. In Singapore, Luckin Coffee framed its Garfield tie-up as a way to connect with consumers through characters and interests they already enjoy.

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