Is Luckin Coffee strengthening its local play with its FIZIWOO reunion?

Luckin Coffee is doubling down on its localisation strategy in Malaysia, reuniting with local fashion brand FIZIWOO for a second consecutive collaboration, this time in celebration of Hari Raya 2026.

Building on last year’s partnership, which spotlighted artisanal heritage through couture pieces and an immersive crossover store, the brands return with a new festive campaign themed “Nikmat dikongsi, Raya dirai” ("Sharing life’s joys, celebrating Raya together"). The initiative brings together coffee and fashion in a bid to create a vibrant, shareable Raya experience for Malaysian consumers.

Running from 20 March to 16 April, the month-long campaign unfolds in two phases, combining limited-time beverages with exclusive merchandise designed to tap into the spirit of togetherness during the festive season.

At the heart of the campaign is a refreshed batik-inspired design, evolving from last year’s aesthetic. The updated motif blends Malaysian cultural elements such as the orchid and bunga raya (hibiscus) with Luckin Coffee’s signature deer and coffee bean, reimagined in a lively pop-summer palette. The visual identity reflects the warmth and vibrancy of Raya, while maintaining a refined, contemporary feel.

Don't miss: Luckin Coffee unveils first global origin flagship in Shenzhen

“Coffee goes beyond our daily ritual; it creates connections and sparks conversations. This Raya, we invite those who celebrate to indulge in a stylish and vibrant experience through premium flavours and fashionable accessories,” said Jeff Lim Chee Lip, CEO of Luckin Coffee Malaysia.

Echoing this, Izree Kai Haffiz, managing director of FIZIWOO, said the collaboration goes beyond the Raya celebration alone. “Hari Raya is a time to celebrate who we are and reunite with loved ones. Through this collaboration, we hope to encourage greater self-expression in the way we celebrate, embracing every detail that makes Raya stylish and meaningful."

The campaign also introduces two limited-edition beverages aimed at elevating the festive experience. The 'Pistachio latte' offers a layered, nutty blend of pistachio and cashew flavours, while the 'Dubai chocolate frappe' delivers a rich, indulgent chocolate base with a refreshing icy texture.

Beyond beverages, the collaboration extends into a series of exclusive accessories, including sampul raya (raya packet) and themed pins, available with selected purchases. A second wave of merchandise, featuring a phone strap and umbrella, is set to roll out in April.

To build further buzz for its Raya initiatives, Luckin Coffee also launched its "Kisah Raya" ('Raya stories') social series on Instagram and TikTok, framed as a micro-drama with a storyline and push for its 'Mega fresh, mega zesty' drink series. It also took part in local activations, such as Warna Raya KLCC 2026, and Viu's "Together gather" iftar (breaking fast) event.

Through the partnership, Luckin Coffee continues to demonstrate how global brands can embed themselves within local culture, blending tradition with modern flair to resonate with Malaysian audiences during key festive moments.

Prior to this Raya collaboration, Luckin Coffee and FIZIWOO had teamed up last year for Merdeka, tied with the launch of the coffee chain's 'Mango jasmine frappe' and 'Pandan coconut latte' as a part of its "Rasa Merdeka, Gaya Malaysia" ('Feeling free, in Malaysian style') campaign. In a celebration of both fashion and culture, the two brands launched a themed Luckin Coffee concept store, which also showcased FIZIWOO's fashion creations. 

Earlier in February this year, Luckin Coffee opened its 30,000th store, using the milestone to signal a shift from breakneck domestic expansion toward deeper brand-building and greater control of its global coffee supply chain.

The new store, located in Shenzhen, marked the launch of Luckin’s first 'origin flagship' a concept designed to showcase the brand’s sourcing strategy, premium positioning and growing ambitions beyond China. While the opening celebrates scale, the move also reflects Luckin’s next challenge: translating store count dominance into long-term brand legitimacy on the global stage.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

Related articles: 
Luckin Coffee backer reportedly buys Blue Bottle Coffee 
How Luckin Coffee is turning daily brew into a Moomin moment
Luckin Coffee refreshes menu, eliminates Nutri-Grade D items in Singapore