On April 29, Lele Tea issued an apology statement for the joint Lu Xun:
On the occasion of the 29th "World Book Day", Shanghai Chatian Catering Management Co., Ltd. (hereinafter referred to as "Lele Tea") has used the literary and thinker Mr. Lu Xun and his literature-related peripherals and propaganda in the new product. However, due to poor consideration, the relevant rights and interests of Mr. Lu Xun's portrait right were neglected, Mr. Lu Xun's portrait right was infringed, and Mr. Lu Xun's relatives and Lu Xun Cultural Foundation were also troubled.
On April 24, Lelecha received the lawyer's letter from Shanghai Zhu Miaochun Law Firm to get in touch with the lawyer to apologize, and expressed its willingness to make remedial measures, and began to communicate on April 25 to cancel the relevant new product announcement, and notified the national stores to remove the relevant packaging materials and peripherals, as of the afternoon of April 26, the comprehensive rectification has been completed.
Previously reported
Recently, the news that the milk tea brand Lele Tea and a publishing house launched a joint name has caused widespread controversy.
It is understood that on April 23, World Book Day, Lele Tea and Yilin Publishing House jointly launched the "Smoke Cavity Oolong" co-branded milk tea to pay tribute to Mr. Lu Xun. This co-branded milk tea is centered on the portrait of Lu Xun holding a teacup, and extracts some golden sentences from Lu Xun's works.
Many stores put on the image of Lu Xun
The reporter noted that the joint campaign began on April 23 and will continue until April 28.
The reporter saw that in the Lele tea store on Wujiang Road, a poster printed with Mr. Lu Xun was placed and the words "old tobacco cavity new youth" were written. When using the applet to order, Lu Xun's avatar will also pop up on the page, and after purchasing the "smoke cavity oolong", you will also receive peripherals with Lu Xun's image.
The reporter also found a small paper bookshelf in a Lele tea store, on which a number of books of "Lu Xun's Selected Collections" were displayed, which were just published by Yilin Publishing House in October last year, with a total of 5 books. Starting from April 26, consumers will have a chance to win a book by participating in the "You Ask Me Answer" campaign, which is limited to 15 books per store per day.
Netizen: Don't mess around!
For this joint name, some netizens expressed their support: it is a kind of publicity.
However, more netizens questioned: "Does Lu Xun himself know about this joint name?" and "Who does Lu Xun's copyright belong to?"
Some netizens pointed out that most of Lu Xun's works are deep and serious, which does not match the young and fashionable positioning of Lele Tea, and such a joint name seems to be only far-fetched on the surface. In this joint name, some of Mr. Lu Xun's famous sentences are also suspected of being taken out of context.
In the midst of doubts, the editor found that the tweet on Lele Tea's official WeChat about the joint name has been deleted, and in the mini program, the order page of "Smoke Cavity Oolong" no longer has the image of Mr. Lu Xun.
Cultural figures: Extremely inappropriate!
For many people, the term "old smoking chamber" is inevitably associated with the term "old smoking pen".
Hu Baotan, the author of the Shanghainese novel "Alley", thought after checking the information: Old smoking guns, also called "old guns" in Shanghainese. The term is sometimes a bit derogatory in everyday life in Shanghai. Now is a new era, and the "new youth" should learn and inherit the spirit of Mr. Lu Xun, not the "smoke cavity" in the tweet. As an advertisement or not suitable.
Teacher Ding Dimeng, an expert in Shanghainese and associate professor of the Department of Chinese at Shanghai University, believes that after this "old smoking gun" uses the alias "cavity", it is a bit ridiculous, and it is okay to make a joke, but it is not appropriate to publicize it in public and involve celebrities. Such a statement is very absurd and disrespectful to Mr. Lu Xun.
Regarding the joint activities between the bubble tea shop and the publishing house, a publisher believes that letting Mr. Lu Xun, who has his own IP traffic, come to the "platform", it seems that the business feels that "Lu Xun" has become the common cultural heritage of all mankind, but to tap the cultural value of celebrities, we should also pay attention to legal boundaries.
Source: China News Network WeChat public account
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