Luckin Coffee marks Merdeka with Rasa Kita, Cerita Kita in a spooky collab with Kisah Bawah Tanah

This Merdeka, Luckin Coffee Malaysia is celebrating the flavours Malaysians grew up loving with the launch of Rasa Kita, Cerita Kita, a special collaboration with Kisah Bawah Tanah, known for turning traditional ghost tales into modern animated entertainment. The campaign highlights local identity through taste, blending coffee innovation with nostalgic ingredients that resonate deeply during the month of independence — all wrapped up with Malaysia’s rich supernatural folklore.

Kisah Bawah Tanah is Malaysia’s first adult animated series, produced by Astro, that blends horror folklore with humor and has quickly grown into a pop‑culture phenomenon. Its popularity made it a natural partner for Luckin Coffee’s Merdeka campaign, as both celebrate Malaysian identity in fresh, creative ways – a connection that matters even more for Luckin Coffee, which is striving to embed itself in Malaysia’s local identity.

In terms of the ingreients, the spotlight is on gula melaka, a traditional palm sugar cherished for its rich caramel notes. Two new creations bring this flavour to life:

• Gula Melaka Shakerato — shaken espresso infused with gula melaka and creamy milk, delivering bold energy with smooth indulgence.
• Gula Melaka Latte — a comforting fusion of espresso and gula melaka, offering familiar sweetness in a modern coffee format.

Both drinks officially launch on 14 August 2026, just in time for Merdeka celebrations, inviting Malaysians to rediscover local flavours in a modern and folkloric, spooky way.

Even though Luckin Coffee is a foreign chain, its Merdeka campaign underscores the importance of weaving local identity into brand presence in Malaysia. By spotlighting gula melaka and partnering with Kisah Bawah Tanah, the brand signals cultural sensitivity and relevance. At the same time, the show’s strong resonance among younger audiences aligns seamlessly with Luckin Coffee’s target market of trend‑driven, urban consumers — positioning the chain not just as an international entrant, but as a brand actively embedding itself in Malaysia’s cultural fabric.