After the controversy caused controversy by using Lu Xun's image to promote new products, the new tea drink brand Lele Tea was removed from the shelves.
Recently, Lele Tea and Yilin Publishing House jointly launched the "Smoke Cavity Oolong" co-branded milk tea to pay tribute to the writer Lu Xun. In addition to the portrait of Lu Xun holding milk tea printed on the body of the cup, "Smoke Cavity Oolong" also launched a booklet, acrylic stand, paper bag, etc. printed with Lu Xun's portrait, and the promotional slogan of the product is "Old Smoke Cavity, New Youth".
Source: Southern Metropolis Daily
However, after the smoke cavity oolong was launched, it caused some controversy, and it was accused that the word "smoke cavity" was disrespectful to Lu Xun. According to media reports, Hu Baotan, author of the Shanghainese novel "Lane Tang", believes that the term "old smoking gun" sometimes has a somewhat derogatory connotation in Shanghai's daily life. Lele Tea uses Lu Xun and his image, which makes people inevitably think of the meaning of "old smoking gun", after all, everyone has a deep impression of his smoking. The "new youth" should learn and inherit the spirit of Lu Xun, not the "smoke cavity" mentioned by Lele Cha.
On April 28, the reporter learned through the official applet of Lele Tea that at present, the "smoke cavity oolong" can still be purchased normally, but the cup used is the ordinary cup of Lele Tea, not the cup printed with Lu Xun's image.
The clerk of a number of Lele Tea stores in Shanghai told reporters that the "smoke cavity oolong" cups and related peripherals of many stores had been sold out the day before (27th), and all stores now no longer sell cups and peripherals printed with the image of Lu Xun.
On April 28, the joint tweet on April 23 of Lelecha's official public account has been deleted, and the promotional copy of other official channels has also disappeared. At the same time, the relevant person in charge of Lele Tea told reporters that Lele Tea has removed the relevant propaganda and peripherals from the shelves. As for whether it will be re-listed, it said, "Pay attention to our follow-up official actions, and it is uncertain now."
The tweet has since been deleted
Lele Tea opened its first store in Shanghai in 2016 and became popular among young people with popular products such as "Dirty Bag" and "Dirty Tea". At the end of December 2022, Lele Tea signed an investment agreement with Nai Xue, and Nai Xue spent 525 million yuan to acquire 43.64% of Lele Tea's shares, becoming the largest shareholder of Lele Tea, and Lele Tea became Nai Xue's associate. In April 2023, Lele Tea announced that it would open its franchise, and the speed of store opening began to accelerate. As of April 2, Lele Tea has 428 stores across the country, mainly in East China, accounting for more than eighty percent.
The reporter noticed that in addition to Lele tea, many tea brands have previously co-branded with historical celebrities and writers. On April 23, 2023, which is also World Book Day, Heytea and the People's Literature Publishing House jointly launched peripherals printed with the images of Lu Xun, Zhu Ziqing, Hu Shi, and Lin Huiyin, and since last year, Aunt Shanghai has also launched cup sleeves printed with the image of Lu Xun in the store in Lu Xun's hometown of Shaoxing.
Source: Southern Metropolis Daily, Qilu Evening News