Why Luckin Coffee is making room for Garfield at the coffee table

Luckin Coffee is leaning further into character collaborations as it looks to stay culturally relevant and give consumers more reasons to engage with the brand beyond their daily coffee run.

Its latest bet is Garfield, with the coffee chain teaming up with the famously laid-back orange cat for a seasonal campaign in Singapore. Titled "Just chillin' with Luckin", the collaboration pairs new and returning beverages with Garfield merchandise, while tapping into the character's cross-generational appeal.

According to a Luckin Coffee spokesperson, collaborations allow the brand to express different sides of its personality by meeting consumers through characters and interests they already know.

"Collaborations let us express different sides of Luckin Coffee's personality and connect with consumers through characters and interests they already enjoy," the spokesperson told MARKETING-INTERACTIVE. 

They create opportunities for conversation, discovery and participation beyond the daily purchase of a beverage.

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For Garfield specifically, Luckin saw an opportunity to build around the character's association with lounging, comfort and taking things easy. That became the basis for a campaign encouraging consumers to slow down and take a coffee break.

At the same time, Garfield gives Luckin access to audiences across different age groups. The spokesperson pointed to nostalgia among millennials and adults who grew up with the comic strips and animated series, alongside younger consumers encountering the character through newer films, merchandise and digital content.

That breadth has shaped the campaign's target audience, which includes coffee drinkers, Garfield fans and consumers interested in seasonal drinks and character merchandise. Young adults, including students and working professionals, remain an important audience, while the character gives Luckin an avenue to reach families and longtime fans too.

The campaign will run across Luckin's social media channels, app and stores, supported by media outreach. Social content will use Garfield's personality to depict relatable coffee-break moments, while in-store visuals and the app will help drive discovery of the collaboration.

The partnership will roll out in two phases. From 15 October, Luckin will introduce a 'Creamy cinnamon pumpkin latte' alongside a Garfield pillow blanket, followed by the return of its 'Tiramisu latte' and a Garfield plush pouch from 5 November.

Beyond the character hype

The collaboration also reflects how Luckin is thinking about IP partnerships as consumers are increasingly surrounded by character and pop-culture tie-ups.

Rather than choosing an IP based on recognition alone, the spokesperson said Luckin considers how naturally a potential partner connects with the brand, its products and the interests of consumers in Singapore.

"Recognition matters, but there also needs to be a clear idea that can carry through the beverages, merchandise and campaign experience," the spokesperson said.

As collaborations become more commonplace, execution is also becoming increasingly important. For Luckin, that means ensuring consumers can see a meaningful connection between the character, products and wider campaign rather than treating an IP as an add-on. The spokesperson said: 

Each collaboration should bring something distinct, whether through humour, a relatable mood or a new product experience. With Garfield, that connection is about comfort and downtime.

The strategy builds on Luckin's previous character collaborations in Singapore, which have included Quby and Duolingo. However, the spokesperson stressed that partnerships sit alongside, rather than replace, the brand's wider focus on product innovation.

"The character creates interest, while the quality of the beverage and the overall experience give consumers reasons to return," the spokesperson said. "Together, they help us keep the brand fresh while remaining connected to everyday coffee occasions."

That balancing act is becoming more significant as Luckin's footprint in Singapore grows. The coffee chain recently reached 100 stores in the market, three years after Singapore became its first overseas market in 2023.

With stores now spanning business districts, residential neighbourhoods, transport hubs, universities and hospitals, Luckin said its local marketing has increasingly focused on embedding the brand into consumers' everyday routines rather than simply expanding its physical presence.

Localised product development has been part of that strategy. Since entering Singapore, Luckin has introduced more than 130 products, including pandan, brown sugar and MILO offerings. Against that backdrop, collaborations such as Garfield are intended to layer personality and seasonal relevance onto the brand's growing everyday presence.

"Alongside making Luckin accessible, we want to keep giving consumers fresh reasons to choose us and build a lasting connection with the brand," the spokesperson said.

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