Louis Vuitton Wins Trademark Case Against Molly Tea
The Intermediate People’s Court in Jiangsu has ruled in favor of Louis Vuitton, finding the local tea chain Molly Tea guilty of infringing seven of the brand’s registered trademarks. Among these is the famous Monogram Canvas, which incorporates stylized floral motifs. Molly Tea’s logo features a similar four-leaf floral pattern, leading the court to order damages amounting to 10 million renminbi (approximately $1.4 million) and legal fees of 300,000 RMB, payable within ten days. However, the decision has not taken effect, and it’s unknown if Molly Tea will pursue an appeal.
Social Media Backlash
Molly Tea, headquartered in Shenzhen, has gained a following among young consumers by blending traditional Chinese tea flavors with modern branding suitable for social media. In response to the verdict, over 33 million views have been generated for the hashtag “LV cannot sue for trademark infringement over its use of Chinese patterns” on Weibo, a popular social media platform.
Users are sharing images comparing Louis Vuitton’s iconic floral monogram with motifs that existed over a thousand years ago. Criticism is directed both at Louis Vuitton and the Chinese court for allegedly overlooking the cultural origins of these designs. Commenters argue against international brands claiming exclusive rights over Chinese cultural symbols.
One Weibo user’s comment captures this sentiment: “Under no circumstances should international brands such as LV be allowed to steal Chinese culture and then turn around and accuse others.” Another adds, “While waving the banner of intellectual-property protection, they are acting with impunity and harvesting profits from Chinese companies,” suggesting a skewed application of intellectual property laws.
Trademark Law and Cultural Heritage
The controversy centers around the treatment of traditional cultural imagery under trademark law. While motifs with extensive historical use may not qualify for trademark protection independently, brands can establish rights over specific designs through prolonged association. Critics argue this principle is being misapplied in favor of foreign corporations at the expense of Chinese cultural heritage.
The recent decision against Molly Tea is reminiscent of an earlier case where a court ordered a defunct Nanjing restaurant to pay damages over its vintage floral décor, alleged to infringe upon Louis Vuitton’s trademark.
Cultural Humor and Criticism
The case has also reignited humor among netizens, who refer to Louis Vuitton bags as “toilet bags” due to the resemblance between the brand’s floral patterns and traditional Chinese decorations commonly found on public toilet tiles.