Tea drink brand Lelecha's use of Chinese literary giant Lu Xun's image for their new milk tea has sparked controversy and legal action.
On April 23, World Book Day, the company collaborated with Yilin Press to launch "Smoky Oolong" milk tea, in tribute to Lu Xun (1881-1936). Besides cups featuring Lu Xun holding a milk tea, the promotion included booklets, acrylic standees, and paper bags with his portrait. The campaign's slogan was "Old Smoker, New Youth."
One of Lelecha's Shanghai outlets displayed items using Lu Xun's image.
The use of the phrase "Old Smoker" has also been deemed disrespectful.
