Latest Update! Cha Yan Yue Se Issues Statement to Remove Sexytea Logo!

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Tea Brand Changes English Name Amid Controversy

On September 17, ChaYanYueSe issued a statement regarding the adjustment of store English translation signs, stating that they have decided to remove the "Sexytea" signage from newly opened stores and will no longer use this English name in future new stores. After determining a new name, they will also gradually replace the English signage in existing ChaYan stores.

ChaYanYueSe stated that in the past two days, the English translation name "Sexytea" on their stores has generated much attention and discussion. Due to the multiple meanings of the English word "Sexy," it may have created different interpretations among some netizens, leading to widespread attention and controversy online. They expressed deep apologies for the misunderstanding this caused.

ChaYanYueSe explained that their original intention was to hope that customers could feel surprise from every cup of tea, hoping that every creation handed to consumers would have its own unique characteristics, both in appearance and taste. This aligned closely with the "charming" connotation of the word "Sexy," which is how the name originated.

Response and Controversy

Regarding the optimization of the English name, ChaYanYueSe mentioned that during their mid-year review, the team had already conducted a round of discussions. However, after the review, progress on optimizing the English name was indeed slow. This online discussion serves as a wake-up call for the team, making them more serious and responsive in matters of self-improvement.

In their statement, the phrase "Nine years of ChaYan, constantly iterating and refining content expression" seems a bit self-congratulatory, doesn't it? However, it's understandable that they might not achieve "faithfulness, expressiveness, and elegance" in translation. After all, they sell tea, not literary talent. Then again, since they sell tea, they should focus on selling tea well.

After the intense discussion surrounding this incident, some netizens also exposed that ChaYanYueSe had previously used advertising copy such as "picking up someone" printed on mugs and "My lord, I want to" written on tea bags.

On the evening of February 19 and early morning of February 20, 2021, ChaYanYueSe issued two apologies on their official Weibo account, stating that they "did not grasp the appropriate boundaries during the creative process" and had recalled the controversial mugs. They also stated that other early products with inappropriate creativity had been removed from sale, for which they apologized and actively reflected upon.

Brand Background and Future

Founded in 2013, ChaYanYueSe is a well-known local milk tea brand from Changsha. It is a brand that focuses on traditional Chinese style, with store decorations basically themed around Chinese style. Its products and merchandise all carry a strong "Chinese style." The brand logo features a classical beauty with ancient hairstyle holding a round fan, revealing the brand's classical charm. It gives people a sense of tranquility and peace - clearly a place where Chinese people drink tea.

Being able to reflect and improve on each incident will bring them closer to becoming a "brand trusted by consumers." A Chinese-style tea shop that aims to earn consumer trust should indeed not have an English name like "SexyTea" with multiple layers of meaning. Hopefully, with a better new logo, they can also improve their tea and service.

Lessons for Brands

Creating creative marketing to attract public attention is one of the marketing methods for many brands to move forward. However, to win more consumer love, creative creations are indeed important, but boundary-less creativity can sometimes have counterproductive effects, and brand trust will gradually diminish. As netizens have said: grasp the appropriate degree and maintain the boundary between humor and vulgarity.

It's worth noting that enterprises should consider the values communicated behind their creative advertisements when trying to attract consumer attention. Conveying correct brand values to consumers is also crucial. Only by combining development with responsibility and unifying their own value with social value can enterprises truly grow and strengthen. Compared to creative advertisements, consumers need brands and products with healthy values more. Brand stores need not just traffic, but reputation and quality. Don't pick up sesame seeds while losing the watermelon.

Image source: Internet

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