Momono's game tie-up collapsed in hours when store staff abused the players

In December 2022 Momono (沪上阿姨), a milk-tea chain with over 5,000 stores, was about to launch a collaboration with the hit mobile game 光与夜之恋 (Light and Night): themed paper cups for the game's five male leads, plus collector postcards, avatar frames and paper bags for specified drinks, planned to be announced on 14 December and to go on sale on 17 December.

The studio's official Weibo announced on 14 December that it was stopping cooperation that day, saying that since 24 November store employees had repeatedly leaked materials, spread false information, privately sold collaboration gifts, and on announcement day itself verbally abused players and the game's male leads.

That evening Momono apologised, said it regretted the termination, blamed individual franchised stores, ran an internal investigation and fired the involved employees, but players said the damage was done and many vowed to stop buying from the chain.

Media noted the studio cut the tie just three hours after Momono's own announcement of the collaboration, and cited the chain's 直营+加盟 franchise model as a warning that a brand betting on a game's passionate fans cannot control what thousands of store staff say.