APRW has been tasked with building greater brand visibility for the Chinese coffee chain in Singapore and will play a key role in marketing new product launches this year
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Luckin Coffee has opened more than 30 stores in Singapore since its debut in March 2023 | Photo credit: Sang In Lee
Luckin Coffee has appointed APRW to lead its public relations in Singapore as it seeks to strengthen its brand visibility in the southeast Asian country.
A key responsibility for APRW, formerly Asia PR Werkz, will be marketing and driving consumer interest in new Luckin Coffee beverages which are due to be launched in Singapore this year.
The coffee chain is set to launch a new single origin series in April 2024 and has recently introduced Orange Americano and a custard-infused coffee to its menu.
“APRW is delighted to partner with Luckin Coffee, a brand dedicated to using innovative technology to provide its valued customers with high-quality beverages. Together with Luckin Coffee we are committed to enhancing its brand recognition and fostering deeper connections with coffee enthusiasts in Singapore,” said Julie Chiang, Director, APRW.
Value-focused Luckin Coffee is China’s largest coffee chain with more than 16,200 outlets. The brand made its international debut with two stores in Singapore in March 2023 and currently operates more than 30 stores across the city state.
Beijing-based Luckin posted 87% year-on-year sales growth to RMB 24.9bn ($3.5bn) in the 12 months ended 31 December 2023, with profits reaching RMB 3bn ($426m) compared to RMB 1.1bn ($167m) in 2022.
Founded in 1996, APRW primarily supports clients with corporate, digital and marketing communications, as well as media relations and public affairs. The business has also added NUS Enterprise, the entrepreneurial arm of the National University Singapore, Oona Insurance and workplace design firm Space Matrix to its portfolio this year.