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. The campaign highlights local identity through taste, blending coffee innovation with nostalgic ingredients that resonate deeply during the month of independence.
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 contemporary way.
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 entities celebrate Malaysian identity in fresh, creative ways.
Even though Luckin Coffee is a foreign chain, its Merdeka campaign highlights the importance of weaving local identity into its brand presence in Malaysia. At the same time, the show’s strong appeal among younger audiences aligns seamlessly with Luckin Coffee’s target market of trend‑driven, urban consumers.
