How the People's Coffee Trademark Dispute Shook Coffee Culture

A chain called People's Cafe became the center of a trademark dispute after media reported its store signage did not match its registered marks, prompting a public apology and store changes. The Shanghai Sihang Warehouse location suspended operations, while the Beijing Qianmen store changed its sign and lowered drink prices. The case raises questions about business ethics and legal compliance in China's coffee sector.

The incident drew national attention after outlets including China Youth Daily and CCTV.com reported on the discrepancies. Lawyers said using a trademark in a form inconsistent with its registration fails regulatory requirements. The company promised comprehensive rectification and unified mainland China stores under the name Yaochao People's Cafe. For coffee online news readers, it shows how quickly brand reputation can shift.

Recently, a chain brand called "People's Cafe" has sparked widespread controversy due to issues with its store signage. Media pointed out discrepancies between its trademark registration and actual use, which could mislead the public and undermine the public value of the word "People." Subsequently, the brand "Yaochao People's Cafe" issued a statement of apology, promising comprehensive rectification, and unified the renaming of its mainland China stores to "Yaochao People's Cafe." Meanwhile, the first national store, the Shanghai Sihang Warehouse location, has suspended operations, and the Beijing Qianmen store has also changed its signage and lowered drink prices. The incident continues to escalate, triggering in-depth discussions on business ethics and legal compliance.

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On November 5, several media outlets including China Youth Daily reported that the popular nationwide "People's Cafe" became the focus of public opinion due to compliance issues with its store signage, sparking widespread discussion across society.

According to reports, the words "People" in the "People's Cafe" signage may cause public misunderstanding and thereby harm the public value carried by the term. Additionally, investigative reporters found a clear discrepancy between the store signage and the trademark successfully registered by the company. Lawyers pointed out that the merchant's use of the trademark in a manner inconsistent with its registered form does not meet relevant regulatory requirements.

On November 7, media outlets including CCTV.com and People's Daily Online published an article titled "'People's Cafe,' Inappropriate," criticizing the company for using its registered trademarks "Trendy People's Cafe" and "Yaochao People's Cafe" to confusingly operate as "People's Cafe," showing disrespect for laws, regulations, and public sentiment.

Subsequently, netizens discovered that the "People's Cafe" in Shijiazhuang, Hebei, changed its store sign overnight to "People's Cafe" (with a different character arrangement), but the text on the interior walls remained unchanged.

According to Jimu News, an account named "People's Cafe (Hebei)" on a short video platform posted remarks such as "I'm just asking, are you Chinese?" further provoking public dissatisfaction with the brand.

On November 8, Yaochao People's Cafe posted a statement on social media, saying it had taken note of discussions by media and netizens, sincerely accepted and actively rectified the issues, and promised to strictly standardize applications in all scenarios according to the registered trademark. Stores in mainland China were quickly adjusted to "Yaochao People's Cafe," while those in Hong Kong, Macau, and overseas retained the name "People's Cafe."

The statement also solemnly clarified that the account of the same-named store in Hebei is not affiliated with the brand or its accounts, and that its absurd remarks such as "not Chinese" under the guise of the brand harm netizens and consumers and run counter to the brand's values. "We extend our most sincere apologies to every consumer who has been hurt."

The brand stated it will deeply reflect on this public opinion incident and take proactive actions, fully launching rectification of online and offline materials, adding "Yaochao" to the storefronts of all locations in mainland China, and standardizing the use of "Yaochao People's Cafe" in all promotions.

Meanwhile, Jimu News reported that on the evening of November 7, the first national store of "People's Cafe"—the Shanghai Sihang Warehouse location—suspended orders, with staff informing that beverages and merchandise were temporarily out of stock and that the store would undergo adjustments. On the morning of November 8, reporters noticed that the text lightbox at the store's bar had been covered; that afternoon, netizens found the door tightly closed, with a handwritten "Temporarily Closed" notice posted outside, and third-party platforms also showing "Internal Adjustment."

According to a November 8 report by CNR, the sign of "People's Cafe" on Qianmen Street in Beijing has been changed to "Yaochao People's Cafe," with a small "Yaochao" logo added to the upper left corner of "People's Cafe," while the overall font remains unchanged. The drink cups and paper bags used in the store still retain the original wording. The coffee previously priced at 30 yuan per cup has now been repriced, with each cup basically under 20 yuan, and the cheapest Americano priced at 9.8 yuan.

After arriving at the store, reporters noticed staff putting up new posters. When asked about the situation, they said materials were being replaced. "After this incident, we realized we really should add the word 'Yaochao.' This morning we changed the sign." However, regarding questions about the similarity between the "People's Cafe" font and "People's Daily" and whether copyright authorization was obtained, the employee said it was not convenient to answer.

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.