This Merdeka season, Luckin Coffee Malaysia is putting a local spin on coffee culture through a collaboration with homegrown animated series Kisah Bawah Tanah.
Launching under the theme “Rasa Kita, Cerita Kita”, the campaign combines Malaysian folklore, familiar flavours and original storytelling. It rolls out nationwide from 14 August 2026, starting with a new Gula Melaka Series alongside limited-edition merchandise and animated content.
Malaysian Folklore Gets a Playful New Setting
Created by Animasia Studio, Kisah Bawah Tanah takes familiar characters from Malaysian folklore and gives them a humorous twist. Pontianak, Pocong, Hantu Raya and Penanggal are among the legendary figures reimagined through everyday situations.
Developed over a decade, the Malaysian adult animation series has grown beyond its home market. After airing on Astro Malaysia, the series has also begun expanding regionally, starting with Thailand through the Boom channel.
For Luckin Coffee, the collaboration offers a way to celebrate local creativity during the patriotic season while introducing these familiar cultural references to its customers in a different setting.
Four Stories Celebrate Malaysian Values
The collaboration will also feature four mini-episodes carrying the Rasa Kita, Cerita Kita theme.
Characters including Sam, Zack, Ina, Tok Mart, Vincent and Pocing will appear in stories centred on four values which is spirit, soul, resilience and harmony.
Rather than simply using the characters for campaign visuals, the episodes aim to tell light-hearted stories around togetherness and shared Malaysian experiences. All four will be released through Luckin Coffee Malaysia’s social media channels during the campaign.
Gula Melaka Meets Modern Coffee Culture
The “Rasa Kita” side of the campaign begins with two drinks inspired by one of Malaysia’s most recognisable flavours: gula melaka.
The Gula Melaka Shakerato combines shaken espresso with a smooth coconut base and layers of caramelised palm sugar. The Gula Melaka Latte, meanwhile, pairs dark roast espresso with the smoky sweetness of gula melaka for a more familiar everyday coffee.
Luckin Coffee says two additional seasonal flavour series will be revealed in the coming weeks, extending the local-inspired menu throughout August and September.
Limited-Edition Kisah Bawah Tanah Merchandise
Fans will also be able to collect merchandise created specially for the collaboration.
The collection includes puffy stickers, umbrellas and plushie tote bags, combining Kisah Bawah Tanah’s characters with a playful “spooky-chic” look.
The merchandise will be available at Luckin Coffee outlets nationwide and through the Luckin Coffee mobile app from 14 August, for a limited period and while stocks last.
A Merdeka Collaboration Built Around Local Identity
The partnership reflects how brands are increasingly using local creative talent, flavours and cultural references to build stronger connections with Malaysian consumers.
For Kisah Bawah Tanah, it also gives a homegrown animation property another platform beyond the screen. For Luckin Coffee, the campaign brings a distinctly Malaysian identity to its expanding local presence.
With coffee, animation and folklore coming together, Rasa Kita, Cerita Kita offers a playful reminder that celebrating Malaysia can also mean giving familiar stories and flavours a fresh place in everyday life.
For seasonal menu announcements and merchandise updates, customers can visit their nearest Luckin Coffee Malaysia outlet or follow the brand’s official social media channels.
