Luckin Coffee gives Merdeka a folklore-fuelled caffeine kick

Luckin Coffee Malaysia is tapping into local flavours and folklore this Merdeka, teaming up with homegrown adult animation series Kisah Bawah Tanah for a campaign celebrating Malaysian identity.

Titled "Rasa kita, cerita kita" ('Our flavours, our stories'), the campaign brings together Malaysian-inspired coffee creations, original animated content and limited-edition merchandise. It rolls out nationwide from 14 August and will run across the Merdeka season through August and September.

At the heart of the collaboration are four mini-episodes produced by Luckin Coffee and Kisah Bawah Tanah, each centred on one of four themes: spirit, soul, resilience and harmony.

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The episodes feature characters from the series including Sam, Zack, Ina, Tok Mart, Vincent and Pocing, placing them in stories that explore overcoming challenges and coming together through distinctly Malaysian humour and experiences. The episodes will be released progressively across Luckin Coffee's social channels during the campaign.

Created by Animasia Studio, Kisah Bawah Tanah puts a comedic spin on Malaysia's supernatural folklore, reimagining characters such as Pontianak, Pocong, Hantu Raya and Penanggal in everyday Malaysian situations. Developed over a decade, the series has aired on Astro Malaysia and has begun expanding regionally, including a rollout in Thailand on the Boom channel.

On the menu, Luckin Coffee is kicking things off with its 'Gula melaka' Series, which uses caramelised palm sugar as the centrepiece of two new drinks.

The 'Gula melaka Shakerato' combines shaken espresso with a coconut base and layers of gula melaka, while the 'Gula melaka latte' pairs dark roast espresso with the smoky sweetness of palm sugar. Luckin Coffee will introduce another two seasonal flavour series in the coming weeks as it continues the campaign through September.

The collaboration also extends into merchandise, with a limited-edition Kisah Bawah Tanah collection featuring puffy stickers, umbrellas and plushie tote bags inspired by the series' characters and spooky aesthetic. The merchandise will be available at Luckin Coffee stores across Malaysia and through its mobile app from 14 August, while stocks last.

"Kisah Bawah Tanah was born from a deep love for Malaysian lore, especially those unforgettable tales so many of us grew up with. Beyond its creative storytelling, what truly resonated with us is the local talent and heart behind it, mirroring our commitment as a brand proudly operated entirely by Malaysians," said Jeff Lim Chee Lip, CEO of Luckin Coffee Malaysia.

He added, "This made Kisah Bawah Tanah the ideal partner to champion local pride during this patriotic month. Seeing these iconic characters step into Luckin Coffee stores is deeply rewarding, and we hope it brings a warm smile and nostalgic moment to our customers over a cup of coffee that feels uniquely Malaysian." 

In tandem, Hendra Wardi, co-creator of Kisah Bawah Tanah said, "When Kisah Bawah Tanah was born, we wanted to take our favorite local ghost stories and show the world just how cool Malaysian folklore can be. To see our characters jumping off the screen and into Luckin Coffee stores across the country is an absolute dream come true."

"Partnering with a global brand that shares our commitment to celebrating local talent makes this year’s Merdeka truly special. We hope this collaboration brings a spark of laughter, a touch of nostalgia, and a proud Malaysian smile to everyone grabbing their daily cup of coffee." he added. 

The Merdeka collaboration builds on Luckin Coffee's wider localisation strategy in Malaysia, which has seen the coffee chain tap homegrown brands and cultural moments to connect with local consumers.

Earlier this year, Luckin Coffee reunited with Malaysian fashion brand FIZIWOO for a second consecutive collaboration in celebration of Hari Raya 2026. Building on their 2025 partnership, the brands launched "Nikmat dikongsi, Raya dirai" ("Sharing life's joys, celebrating Raya together"), bringing coffee and fashion together for a festive campaign designed around shared Raya experiences.

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