Louis Vuitton’s latest flagship installation, The Louis, has officially “docked” at Shanghai. But what’s really turning heads is where it’s pointing. The sharp bow is aimed directly at the Starbucks Reserve Roastery across the street, prompting netizens to joke that Louis Vuitton is hitting Starbucks with jian jiao sha (尖角煞), a feng shui concept referring to the bad energy caused by sharp angles.
Starbucks didn’t sit this one out. On 26 June, it fired back on Weibo with dramatic close-ups of its siren logo—plus a playful history lesson: “Starbucks was named after the coffee-loving first mate in Moby-Dick, one of the 19th century’s greatest novels.” The siren, the post noted, is a figure from Greek mythology known for luring ships to wreck. Against the maison’s looming ship, fans laughed, “This is a battle of destiny.”
Then came the Photoshop challenge. On Rednote, Starbucks launched a crowdsourced remix event inviting users to get creative with the scene—adding sea monsters, icebergs, and even Frappuccinos to “break the feng shui curse.” The buzz quickly spilled offline. Starbucks was packed—outdoor seats, flowerbeds, and even standing spots were full, with lines stretching past 9 p.m. One user quipped, “I used to think Starbucks was pricey. But after circling that cruise ship, it’s starting to feel like a bargain.”
Despite the jokes, both brands seemed to take the symbolism seriously. Ahead of LV’s unveiling, photos of ceremonial offerings and rituals outside the store surfaced online—a reminder that in business, a touch of ritual still seems inevitable.
What started as a “feng shui showdown” became a viral moment. For both brands, the real winner may be the attention. After all, a little playful rivalry never hurts when everyone gets the clicks.