A promotional collaboration between Luckin Coffee and Hello Kitty has become the latest viral blunder in China after customers discovered a spelling mistake on limited-edition merchandise.
The error, which has been widely shared on social media, saw the globally recognised “Hello Kitty” brand mistakenly printed as “Heelo Kitty” on product tags attached to merchandise released as part of the campaign.
The typo was first spotted by customers on June 1, with multiple users posting photos of the misspelled tags online.
The collaboration features a range of Hello Kitty-themed collectibles, including plush keychains, phone straps, temporary tattoo stickers, mugs and badges.
Photos shared by consumers showed the error appearing on plush keychain products sold in several provinces, including Liaoning, Hebei, Heilongjiang, Hubei and Jiangsu.
However, other customers in Guangdong, Beijing and Tianjin reported receiving products with the correct “Hello Kitty” spelling, suggesting only certain batches may have been affected.
The mistake quickly drew attention online, with many users poking fun at the quality control oversight and comparing it to other recent branding blunders that have gone viral in China.
Under the promotion, customers who purchase a designated two-cup beverage set priced at 59.9 yuan (approximately RM35) are eligible to receive the limited-edition Hello Kitty plush keychain.
Despite the controversy, the merchandise reportedly remains available for purchase through Luckin Coffee’s ordering platform.
In response to customer complaints, Luckin Coffee’s customer service team confirmed that the issue had been reported to the relevant department for investigation.
The company also encouraged affected customers to contact its customer support channels, saying each case would be reviewed and handled accordingly.
The incident has reignited discussions about quality control standards for high-profile brand collaborations, especially those involving internationally recognised intellectual property.
For many consumers, the typo may be a simple printing mistake. However, for others, it has become an unexpected collector’s item — one that transforms “Hello Kitty” into the now-viral “Heelo Kitty.”
As photos continue circulating online, the merchandising mishap has generated widespread attention and provided social media users with plenty of amusement.
