Luckin Coffee Partners With China Intangible Cultural Heritage on Suzhou Embroidery-Themed Campaign
Luckin Coffee teamed with China Intangible Cultural Heritage on a Suzhou embroidery-themed packaging and beverage campaign launched September 21.
Luckin Coffee (库迪) launched a collaboration with China Intangible Cultural Heritage (中国工艺®) on September 21, centering on a Suzhou embroidery (苏绣) theme series titled "Crafted Coffee, Meet Jiangnan" (匠心好咖 绣见江南). The campaign introduces a range of co-branded packaging — including single-cup and double-cup paper bags, PP cups, coasters, and reversible refrigerator magnets — all carrying Suzhou embroidery-inspired design.
The collaboration features a brand advertisement spotlighting Zhao Hongyu, a state-level intangible cultural heritage inheritor of Suzhou embroidery with 53 years of dedication to the craft. Alongside the campaign, Luckin launched a synchronized osmanthus (桂花) series of beverages.
An offline tasting event was held at the Suzhou Museum store location, where Zhao Hongyu was present and guests could participate in a hands-on embroidery activity, connecting the craft heritage directly to the consumer experience.
The campaign positions Luckin at the intersection of food and beverage and traditional Chinese craft, using a regional cultural identity — Jiangnan's embroidery heritage — as the creative frame for both product and experience.
