To commemorate „World Book Day“, the Chinese milk tea brand Lelecha 乐乐茶 printed an icon on the cups of their „Smoky Oolong“: Lu Xun, one of China’s most significant writers. However, the marketing campaign backfired. Online users debated that the use of the word „smoky“ was disrespectful since Lu Xun had died from the consequences of excessive cigarette consumption. Others criticized that the Marxist was being misused as a capitalist brand ambassador. A great-grandson of the author, who passed away in 1936, sued on behalf of the Lu Xun Cultural Foundation for the unauthorized use of Lu Xun’s likeness. Lelecha apologized in an open letter: They had merely intended to inspire young Chinese to read.