Sexy Tea?! ChaYanYueSe's English Name Sparks Controversy!

ChaYanYueSe's English Name Controversy

Recently, the third ChaYanYueSe store in Nanjing unveiled "SexyTea" as its English signboard — and the internet lit up.

Critics pointed out that ChaYanYueSe's logo features a classical Chinese woman, yet the brand's English name is "SexyTea." Since "sexy" translates to something like "sensual" in Chinese, they argue the choice is somewhat disrespectful to women and clashes with both the gentle, feminine logo and the classical Chinese styling of the stores.

The controversy comes hot on the heels of another headline: ChaYanYueSe had just opened in Chengdu, where a single cup of milk tea was resold for as much as 200 yuan. Barely a month later, the brand is trending again — this time over the English name on its signboard. One wave after another.

"Sexy" carries multiple meanings in English, and "sensual" is not necessarily derogatory — but for a brand, what matters is what fits. ChaYanYueSe has always been seen as a standard-bearer for Chinese-style milk tea, steeped in classical charm, which makes "SexyTea" feel off-key.

One netizen commented: "Sexy" has many interpretations, and there are countless words for "attractive" — why pick one that has little to do with the brand and invites misunderstanding? No other store has ever used an English name as its signboard like this. Suddenly rolling one out makes it hard not to suspect it was deliberate.

Plenty of others, however, see no problem at all. In their view, "sexy" is not derogatory — besides "sensual," it also means charming, attractive, even fascinating.

Moreover, ChaYanYueSe has used this signboard all along, and it has appeared at stores in other regions. The sign also carries a TM trademark symbol, which supporters say establishes a right of prior use from the date of trademark application — so the English signboard is, they argue, perfectly legitimate.

Trademark Registration Issues

According to Tianyancha, a business information platform, a third party had previously applied to register the "SEXYTEA" trademark — but it now stands "invalid."

The National Intellectual Property Administration's rejection decision stated that "SEXY" translates to "sensual, erotic," carries unhealthy connotations and low taste, and when designated for services such as tea houses could easily cause adverse social effects, violating trademark law. No "SexyTea" trademark registration was found under any of ChaYanYueSe's affiliated companies either.

Regulatory Response

On September 14th, a reporter consulted the Nanjing market supervision department. A staff member explained that in actual enforcement, it is difficult to rule on whether a merchant's advertising or trademarks violate regulations. If imagery or wording appears vulgar, risks leaving an uncivilized impression on consumers, or seems to be pushing boundaries, the merchant should correct it.

Previous Controversies

This is not the brand's first brush with controversy. In February 2021, ChaYanYueSe was criticized over its packaging, which printed: "Many beautiful women buy milk tea. If you happen to meet one, you can quietly tell our staff 'I picked up a basket'" — widely read as objectifying women.

ChaYanYueSe subsequently apologized on its official Weibo for the poor impression created by the "picking up a basket" line on its Changsha-dialect cups. The statement promised an immediate recall of that batch of mugs and a serious review of the causes, with improvements across creative standards, creative management and product management.

Current Response and Conclusion

On the English name, ChaYanYueSe customer service responded that the store name means "charming." The Qinhuai District Market Supervision Bureau, meanwhile, responded neutrally, taking no side.

Every brand has themes it wants to express in its marketing — but advertising speaks to the public, so it must consider how the vast majority will feel about it.

Potential social impact cannot be ignored for the sake of publicity. Creative marketing is normal; crossing the line is not. Complying with laws and regulations and respecting public order is both a red line and a bottom line.

Image source: Weibo

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