A court in China’s Jiangsu province ruled in favor of Louis Vuitton in a trademark infringement case, causing a stir among Chinese netizens who accuse the French luxury brand of cultural appropriation. The Intermediate People’s Court found that the local tea chain, Molly Tea, infringed upon seven of Louis Vuitton’s trademarks, including the famous Monogram Canvas known for its stylized floral patterns.
Luxury Giant vs. Tea Chain
On June 29, the court determined that Molly Tea’s four-leaf floral logo closely resembled Louis Vuitton’s trademarked monogram motifs. As a result, the court ordered Molly Tea to pay 10 million renminbi (approx. $1.4 million) in damages and 300,000 RMB in legal costs. These payments were due within 10 days, according to the Nanfang Metropolis Daily.
The ruling has yet to take effect, and it remains uncertain whether Molly Tea will appeal. Molly Tea, based in Shenzhen, has gained popularity among the youth by blending traditional Chinese tea flavors with modern, minimalist branding that’s shareable on social media.
A hashtag on Weibo, “LV cannot sue for trademark infringement over its use of Chinese patterns,” garnered over 33 million views, highlighting the public’s anger.
Trademark Law and Cultural Heritage
Users have compared Louis Vuitton’s floral monogram to decorative motifs used in China over a millennium ago. One Weibo user demanded that international brands not be allowed to misappropriate Chinese culture, while others criticized LV’s actions as exploiting Chinese companies under the guise of intellectual-property protection.
Criticism also targeted the court, questioning whether the judges considered the designs’ cultural roots adequately. Comments expressed disappointment over perceived neglect of national sovereignty in favor of Western enterprises.
The controversy centers less on the legality of Louis Vuitton’s trademarks and more on the implications of trademark law with regard to cultural imagery. Designs prevalent over centuries often lack trademark protection, yet brands that promote these styles extensively may secure exclusive rights.
Earlier in the year, Louis Vuitton successfully sued a Nanjing restaurant over similar floral decor, resulting in damages and legal fees of 60,000 and 20,000 yuan, respectively.
‘Toilet Bags’
The debate also sparked humor online, with netizens dubbing Louis Vuitton bags “toilet bags.” The title playfully refers to traditional Chinese decorative motifs featured on items such as window grills, floor tiles, and ceramic wall tiles historically seen in public restrooms.
For further inquiries, please contact Newsweek editors John Feng and Sam Wilson.