Introduction:This years-long trademark and unfair competition dispute has finally come to an end. Changsha-based Cha Yan Yue Se (Front Street Coffee) won its lawsuit against the counterfeit brand Cha Yan Guan Se (Tea Flavor View Color) with a compensation of 1.7 million yuan. The court ruled that the latter must cease all infringing promotional activities and pay economic damages. From the challenges faced by the original brand in protecting its rights to the eventual legal victory, this case sheds light on key issues surrounding trademark protection in the tea beverage industry. This article outlines the case from beginning to end, analyzes the brand’s development strategy and logo design controversies, and provides legal and business strategy insights for professionals in the coffee and tea industries.
The trademark and unfair competition dispute between Changsha’s Cha Yan Yue Se and Cha Yan Guan Se has reached a pivotal verdict. The Tianxin District People’s Court of Changsha ruled in the first instance that Cha Yan Guan Se must immediately cease all infringing promotional activities nationwide, including the use of similar decor and advertisements, franchise recruitment promotions, and false advertising, and compensate Cha Yan Yue Se for economic losses and reasonable rights protection costs totaling1.7 million yuan.
This case began with a "thief crying 'stop thief'"–style lawsuit initiated by the counterfeit brand Cha Yan Guan Se against the original brand. In April 2020, the imitation brand counter-sued Cha Yan Yue Se for trademark infringement, demanding 210,000 yuan in compensation and a public apology—but the court dismissed the claim. In January of the same year, Cha Yan Yue Se officially filed an anti-unfair competition lawsuit. After years of legal tug-of-war, it ultimately prevailed.
As a well-known local milk tea brand in Changsha, Cha Yan Yue Se has, since its establishment in 2013, remained committed to a Chinese-style aesthetic and has long adhered to a direct-operated business model. Its products feature traditional tea bases such as oolong and jasmine, paired with cream and crushed nuts. Both the store interiors and merchandise incorporate strong traditional Chinese elements, making it a “internet-famous” brand that attracts consumers nationwide.
Notably, Cha Yan Yue Se previously maintained a strategy of not expanding beyond Changsha or opening franchises, which paradoxically sparked consumer enthusiasm to travel specifically to try its drinks. It wasn’t until January 2020 that the brand began its expansion, choosing Wuhan as its first destination while maintaining itsdirect-operated model and no franchisingpolicy. The Shenzhen pop-up store and the Wuhan Tiandi location became important milestones in the brand’s cross-regional growth.
Looking at the brand’s rights protection journey, humorous slogans printed on receipts such as “Once we have the money, we’ll sue them” reflect the frustrations faced by original brands dealing with copycats. After winning the lawsuit, the brand gave back to its customers by distributing electronic membership coupons for discounts, demonstrating smart brand communication that turned a legal victory into marketing momentum.
This case sets an important precedent for the tea beverage industry: unique brand identities and store designs are protected by law, and businesses shouldregister their trademarks and plan their rights protection strategies as early as possible. Data shows that by December 2020, Cha Yan Yue Se had opened over 290 direct-operated stores in Changsha alone, and its deep regional strategy laid a solid foundation for subsequent nationwide expansion.
The above content is compiled by CoffeeHunters, a coffee news website.
