Luckin Coffee apologises for Hello Kitty packaging typo

Chinese coffee giant Luckin Coffee has apologised following a prominent packaging blunder during the launch of its highly anticipated collaboration with Sanrio's iconic character, Hello Kitty.

Launched on 1 June to coincide with International Children’s Day, the co-branded collection attracted significant customer interest. However, attention quickly shifted online when consumers noticed that the character's name was misspelled as "Heelo Kitty" on the product labels.

The typo specifically affected the tags of an exclusive plush charm, which was bundled as a complimentary gift with a designated "two-cup combo" priced at RMB 59.9 (approximately HK$67.4). The wider collaboration merchandise also includes phone straps, tattoo stickers, mugs, and badges. Despite the spelling error, the promotional bundle currently remains on sale.

Following the launch, social media platforms were flooded with images and videos of the "misprint edition" charms. Many netizens jokingly questioned whether they had inadvertently purchased counterfeit goods, prompting widespread viral traction.

In response to the consumer feedback, Luckin Coffee’s customer service department told Chinese media that it acknowledged the oversight and confirmed the printing error. To remedy the situation, the company announced that affected customers can either exchange the faulty items at brick-and-mortar stores or apply for a full refund on their entire order.

MARKETING-INTERACTIVE has reached out to Luckin Coffee for a statement. 

The Hello Kitty partnership follows a string of high-profile IP collaborations for the coffee chain. Most recently, Luckin Coffee tapped into themes of romance and nostalgia through a limited-time collaboration with the Japanese lifestyle brand OSAMU GOODS, coinciding with the seasonal return of its "Pink Blossom" latte.

Running from 20 May to 10 June 2026, that campaign was built around "520"—Chinese internet slang that phonetically resembles "I love you" and serves as an unofficial Valentine's Day.

Speaking to MARKETING-INTERACTIVE regarding the previous activation, a Luckin Coffee spokesperson noted that the brand chose to anchor its marketing around "520" because the date has evolved into a widely recognised cultural symbol of love, appreciation, and connection across both China and Singapore.

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