Luckin Coffee taps into Gen Z audience in HK with SpongeBob collab

Luckin Coffee has partnered with the beloved cartoon character SpongeBob SquarePants to launch thematic concept stores and new beverage products, tapping into the Gen Z segment with its playful and youthful energy.

This initiative follows the brand’s ambitious growth in Hong Kong, where it has opened 12 company-operated stores since December 2024. Its latest outlet was unveiled in Tseung Kwan O Centre on 24 May.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Luckin Coffee revealed that the brand plans to strategically expand its store network across Hong Kong, with a focus on central business districts such as Central. Whether in shopping malls, office buildings, or street-side locations, Luckin Coffee aims to develop distinctive store formats tailored to diverse consumer preferences, ensuring consistent service excellence.

From 31 May to 29 June, Luckin Coffee’s flagship store in Siu Sai Wan has been transformed into Bikini Bottom, the fictional underwater city from SpongeBob SquarePants. The store features vibrant deep-sea decoration, including a replica of SpongeBob’s pineapple house as a photo spot.

The spokesperson attributed the collaboration to SpongeBob’s cross-generational appeal and cultural resonance with Hongkongers, aiming to create an immersive in-store experience. Alongside the activation, Luckin Coffee also launched a co-branded drink, the kale light detox fruit tea (羽衣輕體蔬果茶). Customers who purchase two beverages in a single transaction will receive an exclusive SpongeBob-themed sticker.

Additionally, the campaign includes two specially designed cup sleeves and tote bags, released in two phases, the first on 31 May and the second on 7 June. Inspired by the cartoon's underwater aesthetic, these items are designed to be both functional and collectable.

To maximise the campaign’s visibility, the spokesperson said that Luckin Coffee has implemented a comprehensive promotional strategy across multiple platforms, including its official app, WeChat, Weibo, and other social media channels, supplemented by in-store activations.

Globally, Luckin Coffee continues to expand its footprint. In the first quarter of 2025, the company added 1,743 stores in China, including five in Hong Kong, while growing its overseas presence with six new outlets in Singapore and eight in Malaysia.

The spokesperson said that Luckin Coffee is pursuing a “measured” international strategy, adapting store formats and operations to local preferences while maintaining its core brand identity.

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