The chain’s reboot got a boost from spokesperson, Chinese freestyle skiing Olympic champ Eileen Gu (also known as Gu Ailing). The 19-year-old became a breakout star at the 2022 Winter Olympics, where she took home two gold medals.
Her performance created such a buzz in China that Luckin Coffee sold out of drinks that were endorsed by the media darling (she also has brand deals with Louis Vuitton and Tiffany & Co) as fans clamoured for cup holders that bore her image.
Since then, the athlete has been a fixture in the chain’s marketing campaigns, including a recent appearance on an International Women’s Day poster. 8days.sg reached out to the brand to ask if Gu will make an appearance in Singapore for the launch, but has yet to receive a response.