An old-fashioned enamel jar with a five pointed star printed on the bag... Recently, a chain store called "People's Cafe" has been pushed to the forefront of public opinion due to its name. On the 8th, the coffee shop posted an apology on social media and has changed its name to "Yaochao People's Coffee Shop". According to reports, the "People's Cafe" has opened nearly 30 directly operated stores in 18 provinces and 20 cities across the country, accumulating a large number of popularity on social media. As popularity rises, doubts follow. On November 7th, the People's Daily Online published a commentary article titled "People's Cafe, Inappropriate!", pushing this controversy to a climax. The article points out that the term "people" has distinct public attributes and profound political connotations, carrying specific social emotions and public interests, and cannot be profaned or abused. Furthermore, it is pointed out that the parent company of the brand, Yao Chao (Shanghai) Cultural Communication Co., Ltd., has repeatedly applied for the trademark "People's Cafe" but has been rejected. Currently, it only holds two registered trademarks, "Chao People's Cafe" and "Yao Chao People's Cafe". However, the company directly uses "People's Cafe" as its store logo in its operations. Under public pressure, on November 8th, the coffee shop issued an apology statement, stating that it had "sincerely listened to, seriously accepted, and actively rectified" everyone's criticism and suggestions, and announced the comprehensive launch of rectification work. "Yaochao" will be added to all stores in Chinese Mainland, and the name of "Yaochao People's Cafe" will be standardized. Nowadays, with the rise of China-Chic, many enterprises have caught this trend and grafted traditional culture, national symbols and modern commerce in different ways. From cultural creation in the Forbidden City to various co branded products, many successful cases have emerged. It can be seen that the real "China-Chic" is the organic integration of the spiritual core of national culture with contemporary aesthetics and quality life, the co creation and win-win of cultural value and commercial value, rather than the simple handling and rigid possession of cultural symbols. The 'People's Cafe' incident has clearly drawn an unbreakable red line for us. It warns all enterprises that China-Chic is not a "master key of flow", and national emotion is not a marketing tool that can be consumed at will. Taking shortcuts is undoubtedly an offense to public emotions and also violates the bottom line of business operations. The apology and rectification of "People's Cafe" is a timely correction, which has taught all enterprises keen on "China-Chic" marketing a lesson: while chasing the trend, they need to be in awe. Only in this way can China-Chic be stable and farsighted, business and culture coexist in harmony, and truly win the recognition of the "people". (New Society)