A coffee jointly launched by China's Luckin Coffee and the local famous liquor brand Maotai sold more than 5.4 million cups in just one day.
According to Luckin Coffee's official Weibo on the 5th, the "Jiangxiang Latte" released nationwide the previous day sold 5.42 million cups on its first day. Luckin Coffee stated that sales exceeded 100 million yuan (approximately 18.2 billion KRW), setting a new record for the company based on a single product.
The price of the Jiangxiang Latte is 38 yuan per cup, and with a coupon, it costs 19 yuan per cup. The latte is 480mL, containing about 1.8 to 2.7mL of Maotai per cup. The alcohol content is around 0.2 to 0.3 degrees.
This product is also popularly known locally as "Maoka," a portmanteau of Maotai and Kapei (??·coffee). The company warned that depending on individual alcohol metabolism rates and previously consumed alcohol, there could be issues, advising not to drive after drinking the Jiangxiang Latte.
The success of "Maoka" is remarkable even compared to previous collaborative beverages. In the first half of the year, the famous milk tea brand Heytea released "Fendi Joy Yellow" in collaboration with the luxury brand Fendi, which sold about 1.5 million cups over three days. Fendi Joy Yellow also gained great popularity on local social networking services (SNS) such as Douyin and Xiaohongshu.
China's coffee market is growing rapidly. According to iMedia Research, the size of China's coffee market is expected to jump from about 381.7 billion yuan in 2021 to 617.8 billion yuan this year. The growth rate is projected to reach 27.2%, far exceeding the global average of 2% during the same period.
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