CNBC AI News – September 1, 2025 – Luckin Coffee is doubling down on its commitment to origin-specific beans, launching its “Just Drink Origin” festival today, September 1st, with a carefully curated product matrix emphasizing the unique qualities of its globally sourced ingredients.
Adding a touch of star power to the campaign, actress Tang Wei has returned to Luckin Coffee in a new role, lending her support to promote the “Global Origin” initiative.
Luckin’s promotional materials feature Tang Wei as the “Luckin Coffee Global Origin Advocate,” a move designed to trigger a wave of nostalgia and recognition among consumers. The actress genuinely conveys her personal preference for origin-traceable ingredients and spotlights premium offerings like Ethiopian Arabica beans.
Luckin Coffee embarked on its “Global Bean Hunting Program” in 2023, meticulously exploring coffee bean sources in Panama, Ethiopia, Indonesia, Yunnan (China), and Brazil. This initiative reflects the company’s serious investment in securing top-tier ingredients at the source.
In May 2023, Luckin further solidified its commitment to African coffee by establishing an office in Ethiopia, a significant step to cultivate relationships with local farmers and ensure a consistent supply of high-quality beans.
The company’s origin strategy further intensified in 2024. Last November, Luckin signed a 5-year memorandum of understanding with Brazilian suppliers for the procurement of 240,000 tons of coffee beans, demonstrating a long-term vision and commitment to the region.
Simultaneously, Luckin Coffee has established offices, a grower support center, and high-quality cultivation bases in Brazil. This vertical integration allows for meticulous oversight of coffee bean quality from the very beginning, ensuring that consumers receive a consistently superior product.
“Just Drink Origin” has become a resonant brand slogan for Luckin in recent years, and the company is actively pursuing this philosophy by investing in its upstream supply chain for key product ingredients.
Through rigorous selection and strategic partnerships, Luckin’s commitment to high-quality ingredients and distinctive flavor profiles has translated into sustained consumer preference and trust.
Luckin has now successfully established a global network of origin-specific suppliers. Beyond coffee origins in Brazil and Ethiopia, the company also boasts an exclusive Indonesian coconut island for its popular coconut-flavored beverages, and dedicated jasmine flower cultivation areas in Hengzhou, Guangxi Province, China, for its tea-infused creations.
By securing premium Arabica coffee beans, coconuts, and jasmine flowers, Luckin is creating a robust origin portfolio, solidifying its position in the competitive coffee market and setting the stage for long-term growth.
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