Introduction:The DIY cup sticker printing feature previously launched by CHAGEE allowed customers to upload custom images to decorate their bubble tea cups. However, some fans bypassed the platform’s review process using third-party tools to upload celebrity photos—such as those of actor Zhang Linghe—and create cup stickers, sparking controversies over copyright and portrait rights. Recently, the official platform abruptly shut down the feature, leaving many consumers confused. This article delves into the sequence of events, explores the legal issues involved, and examines the responsibilities of all parties to help readers understand the associated risks.
Earlier, CHAGEE launched the “Heavenly Steed Gallops · New Year Blessing Stickers” campaign, offering a free custom cup sticker printing service through its mini-program. Users could either use templates provided by the platform or create their own hand-drawn designs to produce personalized black-and-white labels for their bubble tea cups, adding a unique touch to their drinks.
By mid-March of this year, the feature was further upgraded to allow users to upload their own selected images and obtain printing eligibility through a digital code-sharing mechanism with friends. However, some enthusiastic fans discovered that they could use third-party computer tools to upload photos of celebrities such as Zhang Linghe, bypassing the platform’s review system and successfully printing cup stickers featuring their idols.
This method quickly spread within fan communities, with many following suit and successfully obtaining cup stickers printed with their favorite celebrities’ photos when ordering beverages. Because the appearance resembled official collaborations, some passersby even mistook the brand for having launched co-branded products with specific artists, sparking lively discussions on social media platforms.
However, recently, many consumers reported receiving notifications that their uploads of celebrity photos had failed the review process and could not be printed. Upon inquiring with store staff, they learned that the brand had adjusted its policy, now prohibiting the use of real-person or anime portraits as cup sticker designs and only accepting official materials or hand-drawn images.
This morning, most users found a prompt saying “Custom Blessing Stickers Are Being Upgraded” when opening the official mini-program, and the original DIY function page was no longer accessible. Many fans who had not yet completed their prints were caught off guard and did not understand why the platform had suddenly discontinued this popular feature.
Some netizens pointed out that the platform had long had clear regulations prohibiting the uploading of content that infringes on others’ portrait or copyright rights. However, the celebrity photos uploaded by fans through third-party tools were often professionally taken and are protected by photography copyright laws, and unauthorized use may constitute a legal violation.
In addition, some users, in an effort to collect multiple cup stickers, ordered just one drink but requested dozens of prints, which not only increased the burden on the store’s receipt printers but also affected normal store operations. This may have also been one of the considerations behind the official decision to suspend the feature.
Legal experts noted that if consumers use celebrity photo cup stickers solely for personal collection within a reasonable scope, it generally does not constitute infringement. However, the unauthorized reproduction of protected photographic works—even if not publicly disseminated—still carries certain legal risks. Once these stickers are used for sharing, trading, or selling, they clearly exceed the bounds of fair use and constitute an infringement of the celebrities’ portrait rights and the photographers’ copyright.
Regarding the sale of related DIY cup stickers on second-hand platforms, lawyers emphasized that such actions not only infringe upon the portrait rights of celebrities but also violate the copyrights of photographers. The relevant sellers may be liable for ceasing the infringement and compensating for losses under the law.
At the same time, legal professionals also believe that while CHAGEE, which introduced the cup sticker printing feature, explicitly stated in its platform terms that infringing content is prohibited, it failed to establish an effective review mechanism and did not promptly prevent users from bypassing restrictions via third-party tools, leading to the circulation of infringing content. As a result, the brand may also face the risk of joint liability for failing to fulfill its management obligations.
The above content is compiled by CoffeeHunters, a coffee news website.
