Overview

Victoria’s Secret is teaming up with China’s Luckin Coffee to commemorate the return of its annual fashion show after a four-year hiatus. The reimagined show will come in the form of a feature-length film titled “Victoria’s Secret World Tour,” launching on September 26 on Prime Video.

To ramp up excitement in China, the local coffee chain brand has relaunched its Osmanthus Longjing Latte, a beverage that artfully mixes the essence of Chinese tea with the coffee flavors of fall. Luckin Coffee has also unveiled paper bags and co-branded cup sleeves in Victoria’s Secret’s signature blush hue, featuring angel wings that pay homage to the lingerie brand’s models.

Netizens’ Reaction

The unexpected partnership has sparked online buzz since it was announced on August 28. The Weibo hashtag “Luckin Coffee collaborated with Victoria’s Secret” drove over 1.36 million views within two days. On Xiaohongshu, users are posting about the special drink with the picture-worthy cup sleeves. Given Luckin Coffee’s popularity among Chinese coffee drinkers (the coffee chain has over 870,000 followers on Weibo), Victoria’s Secret upcoming show is able to reach a broader audience in the market.

Verdict

Victoria’s Secret’s recent marketing efforts in China have enhanced both its cultural resonance and consumer engagement. Last month, the American lingerie and lifestyle brand made a splash thanks to its collaboration with Chinese fashion designer Rui Zhou’s eponymous label Rui-Built, helping to consolidate its message of supporting body diversity and body positivity.

Joining forces with the likes of Luckin Coffee enables Victoria’s Secret to release limited-edition products with local charm and relevance. This alignment with Chinese tastes enhances its brand appeal and generates anticipation for its renowned fashion showcase. Such partnerships also showcase Victoria’s Secret’s adaptability and solidifies its foothold in the dynamic Chinese market.

Marketing

fashion show, Luckin coffee, The Social Edition, victoria's secret