An Analysis of the Impact of Luckin Coffee’s Co-Branding with International Brands on Consumer Behavior

Co-branding has become a central strategy in China’s beverage market, especially among brands targeting young consumers. Luckin Coffee, one of the fastest-growing coffee chains in China, has pursued an intensive co-branding strategy with international brands, such as Kweichow Moutai, Tom and Jerry, and Doraemon. These collaborations integrate symbolic cultural value, product innovation, and social media communication and jointly shape consumer behavior. This study investigates the impact of Luckin Coffee’s co-branding campaigns on consumer purchase intention, perceived value, emotional engagement, and brand loyalty. By analyzing sales data and social media metrics, it is found that co-branded products significantly outperform regular items in sales, online discussion volume, and self-reported repurchase intention. Key psychological drivers include trust transfer, nostalgia, and novelty, while social media enhances the impact of these marketing campaigns. The study concludes that co-branding not only generates short-term sales peaks but also contributes to the long-term strengthening of Luckin Coffee’s brand equity and competitiveness in the youth-oriented coffee market.