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Printing overturned?! Nai Xue co-branded the surrounding pattern "Soul Out of Body"!

Published: 2026-08-25 Author:

Last Updated: 2026/08/25, ▲ Click to pay attention| Daily Boutique Coffee Culture Magazine Coffee Factory Recently, Naixue official announced that it co-branded with the popular game "Back to the Future: 1999" to launch two co-branded limited drinks based on game characters as the development idea and a series of themed peripherals. Before the event started, an event posted by Naixue employees was circulated online

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

Recently, Naixue official announced that it co-branded with the popular game "Back to the Future: 1999" to launch two co-branded limited drinks based on game characters as the development idea and a series of themed peripherals.

Before the event started, an event billboard posted by Naixue employees was circulated on the Internet. The picture shows that the brand has given a brief explanation of the joint product and the game characters, marking the nicknames of the characters used by players and other information, so that shop assistants who have not touched the game can understand it in a short period of time. It is also regarded by players as the brand. The considerate move made by the party to give users a good event experience, I can't help but look forward to this joint name.

So on the day of the event, the game players waiting immediately clicked on the official Mini programs to snap up a limited number of co-branded packages, and happily waited for the delivery staff to deliver the limited area they were longing for.

However, the moment the packaging was unpacked and the surrounding area was taken out, the hearts of the customers who bought and returned the pearls couldn't help but chill. According to official publicity, one of the series of perimeters launched by Naixue includes a luggage tag printed on game characters. However, consumers who received the luggage tags posted their own buyer's show, and reported that the pattern printed on the luggage tags had different degrees of double image. At first glance, it seemed that the game characters had "out-of-body" and made people dizzy.

This obvious printing error naturally made the surrounding party members quite dissatisfied. Some people reported the situation to the store and hoped to replace the luggage tag with intact appearance. However, they were either told by the store staff that "we are not responsible for leaving the cabinet" or there are similar quality control problems around the inventory, making it difficult to replace it with a satisfactory one.

In addition to the surrounding areas, Naixue's joint theme cup also dissatisfied some users. It is reported that the two limited drinks launched by the brand for the event are ice-cold fruit teas suitable for drinking in summer. The equipped paper theme cup has an interesting tearable piece of paper, and users can get a piece after tearing it off. A small collection card with game characters printed on it.

However, due to the low temperature of the liquid in the cup, a layer of fine water droplets will inevitably "emerge" from the outside of the paper packaging cup. After a long time of storage, the theme cup will be eroded by moisture, and the small card on the cup body will be torn. Adhesion may occur, resulting in defects in the pattern on the small card collection and cannot become a collectible item for game players.

In most people's impressions, Nai Xue has rich experience in co-branded activities and knows that consumers attracted by co-branded IPs value the overall activity experience. Therefore, she arranges shop assistants to familiarize themselves with relevant information about the cooperation IP early and allows them to come to the store to purchase limited products. Gamers can get a good service experience.

However, the rolling of surrounding printing and the difficulty in storing the theme cups after use were like a basin of cold water, which extinguished fans 'expectations for the joint event. Disappointed, some players were outspoken, believing that poor joint luggage tags and small pieces of paper that would rot when torn will not only affect consumers 'activity experience, but also make customers who come here have a favorable impression on the cooperative brand.

Picture from: Xiaohongshu

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