Shi Yi, a junior from Anyang, arrived at his local Luckin Coffee store at 7 a.m., only to find it packed with customers. He was in pursuit of a limited-edition collaboration card from Luckin’s partnership with the highly anticipated game, Black Myth: Wukong. Despite his early arrival, Shi found himself amidst a bustling crowd, dominated by male customers, all eager to get their hands on the coveted merchandise. Realizing the cards were already sold out, Shi hurried to another nearby store, only to encounter a similar scene—long lines and another sold-out status.
Though his persistence paid off, allowing him to secure one of the few available cards, many others were not as fortunate. “Each store had only about 20 of these cards,” Shi explained, noting that some stores had even fewer. The surge in demand was so intense that Luckin’s ordering system temporarily crashed, delaying customers’ orders as the system struggled to handle the traffic.
Gamers Overwhelm Luckin’s System in Black Myth: Wukong Frenzy
The collaboration between Luckin Coffee and Black Myth: Wukong led to a nationwide frenzy, with merchandise selling out in seconds. Yang Fei, Luckin’s Chief Growth Officer, shared on social media that the overwhelming response nearly crashed their system, as male consumers vastly exceeded the company’s expectations. By midday, Luckin announced plans for a restock, as the limited-edition 3D posters sold out immediately, far outpacing demand projections.
The impact of this collaboration extended beyond just coffee shops. By the morning of August 19, listings for the 3D collaboration posters began appearing on secondhand trading platforms like Xianyu, where prices surged from RMB 30 (USD 4.2) to around RMB 50 (USD 7) by the end of the day. The posters, featuring a 3D effect with the character Wukong holding a gourd inscribed with “Luckin,” quickly became a must-have item for gaming enthusiasts.
Luckin Taps into Nostalgia and Gaming Culture
Luckin Coffee’s collaboration with Black Myth: Wukong was the result of months of planning, driven by a desire to support domestic products and tap into the deep cultural and nostalgic ties associated with the game. The collaboration’s concept revolved around three key themes: the classic Chinese tale Journey to the West, Shanxi ancient architecture, and AAA gaming. According to Yang Fei, the emotional connection to these themes outweighed commercial calculations, making the collaboration more than just a marketing strategy.
Black Myth: Wukong, developed by Game Science, is the first domestic AAA title to explore the rich narrative of Journey to the West, setting it apart from other games that have used this iconic story. The game has become a milestone in Chinese gaming, resonating deeply with players who grew up with these tales. Xu Wei, a gaming enthusiast born in the 1990s, expressed his excitement on social media, highlighting how the game reignited dreams he once had during his college days.
A Male-Dominated Fanbase Drives Luckin’s Success
The overwhelming response to Black Myth: Wukong highlights the game’s strong appeal to a male audience. Within Black Myth: Wukong QQ groups, which 36Kr joined, over 80% of the members were male, with nearly half born after 2000. This demographic has proven to be a powerful force, propelling Luckin to the top of trending charts, with an impact surpassing even ten Father’s Days, according to Yang Fei.
The game’s release saw players scrambling to purchase it, leading to record-breaking numbers. Within the first hour of its release, Black Myth: Wukong had over 1.2 million concurrent players on Steam, making it the highest peak player count for a single-player game in the platform’s history. This extraordinary response underscores the game’s deep connection with its audience, making it the best-selling Chinese game of 2024 in just a few months of presales.
Luckin’s Global Aspirations Bolstered by Gaming Collaboration
Luckin’s successful collaboration with Black Myth: Wukong mirrors the impact of its previous viral hit, the sauce-flavored latte launched in partnership with Moutai, which generated over RMB 100 million (USD 14 million) on its first day. This latest partnership marks Luckin’s second collaboration with the Journey to the West IP, following the release of themed lattes earlier in May.
While opinions on the Tengyun Americano, the coffee introduced in this collaboration, were divided—some praised it, while others found it too bitter or sour—there is no doubt that the campaign effectively attracted a new customer base. Shi Yi, who usually doesn’t drink coffee, admitted that his motivation to wake up at 6 a.m. was solely to obtain the limited-edition card, not the coffee itself.
The collaboration’s appeal has also captured the attention of international fans. Since Game Science first teased the game four years ago, Black Myth: Wukong has garnered a global following, with reaction videos from gaming YouTubers around the world. The game has already become the top-selling single-player game globally, excluding free games, in all major regions except Spain and Poland, according to Diershoubing app data.
Financial Impact and Broader Implications
The success of Black Myth: Wukong has also had a significant financial impact beyond the gaming world. The stock price of Huayi Brothers, which holds shares in Game Science’s investor Hero Games, surged over 70% in just five trading days as of August 20. Similarly, Qitian Technology, another Black Myth: Wukong-related stock, hit its daily price limit of 20%.
Brands across various industries have also jumped on the Black Myth: Wukong bandwagon, launching collaborative products and promotions. Nvidia, Baidu Maps, Flydigi, and GCORES Industries are just a few of the companies that have released themed voice packs, game controllers, and apparel, while Didi Bike and Zhitai have become official partners.
The explosive success of Black Myth: Wukong has transcended the gaming community, positioning it as a cultural phenomenon. For Luckin, this collaboration represents not only a successful domestic campaign but also a potential key to its global expansion ambitions.