Boosting Sales: "Black Myth: Wukong" Partnership with Luckin Coffee

Luckin Coffee uses the popularity of 'Black Myth: Wukong' to carry out promotional activities.

On August 20, 2024, 'Black Myth: Wukong', China's first AAA video game inspired by the classic novel 'Journey to the West', was officially launched globally. The game landed on platforms such as Steam, PlayStation 5, Epic Games Store and Tencent WeGame. Just one hour after the release of 'Black Myth: Wukong', it attracted more than 1.04 million concurrent online players on the Steam platform, topping the list of 'most played games' on the platform. In the evening, the number of concurrent online players on Steam exceeded 2 million, becoming the game with the most players that day and ranking third in Steam's historical records. In just one day, the game sold more than 4.5 million copies on various platforms, with revenue exceeding 1.5 billion yuan.

In anticipation of the launch of Black Myth: Wukong, savvy Chinese brands have capitalized on the hype of Black Myth: Wukong in promotional activities. For example, on August 19, Luckin Coffee launched Black Myth Coconut Cloud Americano, and introduced themed tote bags and cup sleeves, as well as limited edition 3D posters of specific coffee sets. Shortly after the launch of the event, the peripheral products were sold out in Luckin Coffee stores nationwide, even causing the ordering system to crash. The company soon issued a restocking notice, saying that demand far exceeded expectations, and announced a restocking plan to meet consumer demand. Luckin Coffee's CGO shared on social media that the purchasing power of male customers was unexpectedly strong, exceeding the total of ten Father's Day promotions. Industry insiders pointed out that this time Luckin Coffee's cooperation with Black Myth: Wukong may be the most successful since its cooperation with Kweichow Moutai in September 2023, with sales of 5.46 million cups on the first day and revenue of more than 100 million yuan.

In addition to brand cooperation with consumers, stocks related to Black Myth: Wukong have also shown a sustained upward momentum. In addition, the rich scenes of 'Black Myth: The Legend of Wukong' based on the real world have also attracted great attention from the tourism industry. Tourism departments in areas such as Shanxi and Chongqing have used the popularity of the game to attract tourists.

Luckin Coffee Inc. is a Chinese coffee company and coffeehouse chain. Founded in 2017, Luckin Coffee has emerged as a challenger to Starbucks in the Chinese coffee world with affordable coffee options and mobile ordering.

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