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Luckin Coffee took a fancy to "e-sports Marketing" to prepare e-sports theme store!

Published: 2026-04-09 Author: World Gafei

Last Updated: 2026/04/09, Luckin Coffee earlier lost a lot of money and signed the S11 global finals champion team EDG as Luckin Coffee's lucky recommendation officer. Prior to this, Luckin Coffee's strategy left a deep impression on everyone, signing Gu Ailing as the spokesman of Lucky before she became famous all over the world. Since then, she has set off a partnership with Coconut Brand.

Luckin Coffee earlier lost a lot of money and signed the S11 global finals champion team EDG as Luckin Coffee's lucky recommendation officer. Prior to this, Luckin Coffee's strategy left a deep impression on everyone, signing Gu Ailing as the spokesman of Lucky before she became famous all over the world. Since then, the cooperation with Coconut Brand has set off a wave of "local flavor".

Luckin Coffee has been shortening the gap between brands and young people. E-sports, as a hot sport among young people, Ruixing also wants to connect e-sports with consumption. Since EDG won the championship, EDG has cooperated with many tide cards one after another, and there is nothing wrong with being targeted by Luckin Coffee.

This time, Lucky in order to enhance the consumer experience, Luckin Coffee Mini Program placed an order, users can get the EDG Medal of Honor. How can it be enough just to experience e-sports 's happiness on the mobile phone screen? To this end, Luckin Coffee spent a lot of money, sending a message on the official Weibo that the "luckin x EDG Shanghai theme store" jointly created by Luckin Coffee and EDG is under preparation.

According to Luckin Coffee's official Weibo account, the themed coffee shop opened in Shanghai, the city where the EDG team is located. Some netizens left a message saying that the epidemic in Shanghai is serious, so why should preparations be made in Shanghai? Under the relevant messages, other netizens replied that because EDG is in Shanghai, Shanghai is also the capital of e-sports.

Many netizens said that they want the joint e-sports theme store of luckin × EDG to be able to open in their own city.

According to Luckin Coffee's official Weibo account, the joint theme store is divided into four areas. They are: theme light card and game experience area, bullet barrage corridor, team history honor wall, infinite fantasy sign-in area. Each region has its own unique features.

The theme lights and game experience area are equipped with e-sports chairs, so that offline consumers can immerse themselves in e-sports 's fun and sit on the e-sports chairs for coffee.

At the end of the barrage corridor is the oversized EDG team's logo, and the walls are barrage related to Luckin Coffee and EDG.

The Wall of Honor in team History shows the efforts of the EDG team over the years.

Unlimited Wonderland sign-in area is full of cyberpunk style, black tone, coupled with Lucky's unique blue light, people seem to be in a fantasy, so that the photos taken by the clock-in are full of mystery.

Many netizens are looking forward to this e-sports-themed coffee shop, which is still in preparation, hoping that the epidemic in Shanghai will be over as soon as possible, and then there will be a chance to experience it on the spot.

It was revealed that financial fraud was made in 2020, but it can be reborn in 2021. With the problem of financial fraud basically solved, Luckin Coffee ushered in a new and high-quality development of the future. Luckin Coffee surpassed Starbucks to become the coffee chain brand with the largest number of stores in China, and the number of its stores and users returned to steady growth. In terms of finance, Luckin Coffee is only one step away from making a full profit, and the operating profit of his own store has improved significantly. The revenue of Ruixing's own store in 2021 was 6.193 billion yuan, an increase of 78.3% over the same period last year.

How much contribution can the "e-sports Marketing" targeted by Luckin Coffee bring to the brand, and when will the e-sports theme store be opened?

Photo Source: Luckin Coffee's official Weibo, Internet

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