--- title: "\"Handmade\" Chen Keming has apologized, and other \"calculating trademarks\" are quickly copying the homework" type: "News" locale: "en" url: "https://longbridge.com/en/news/287654083.md" description: "KE MING FOOD apologized for the issue of \"handmade\" noodles, raising public attention to the phenomenon of \"deceptive trademarks.\" Data from the National Intellectual Property Administration shows that 1.273 million misleading trademark applications have been rejected in 2023. Some companies exploit consumer psychology to register misleading trademarks, disrupting market order. To address this phenomenon, the National Intellectual Property Administration will strengthen trademark registration review and clean up illegal trademarks, promote the revision of the Trademark Law, and enhance regulation" datetime: "2026-05-26T14:49:13.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/287654083.md) - [en](https://longbridge.com/en/news/287654083.md) - [zh-HK](https://longbridge.com/zh-HK/news/287654083.md) generator: "portal-rs" --- # "Handmade" Chen Keming has apologized, and other "calculating trademarks" are quickly copying the homework "Hand-rolled" noodles may not necessarily be handmade. Recently, #Chen Ke Ming Food apologized# and trended on social media, bringing the "wordplay" hidden in food packaging back into the public eye. This wave of public discussion is not an isolated incident but rather the tip of the iceberg of the "sly trademark" chaos. Data from the National Intellectual Property Administration shows that as of 2023, 1.273 million misleading trademark applications have been rejected, and 3,351 non-compliant trademarks have been declared invalid. The so-called "sly trademarks" are, in simple terms, the "wordplay" that some businesses exploit consumer psychology and manipulate loopholes in regulations. "Farm-fresh eggs" are not necessarily farm-fresh, and "farm pigs" play with semantics. Many companies have devious intentions, registering widely recognized quality labels such as "authentic," "natural," and "healthy" as private trademarks, and then packaging their products by amplifying distinctive wording, downplaying the brand's original name, and using enticing copy to create a false impression of quality. These operations disguise themselves in the guise of legitimate registration, skirting the edges of regulatory rules. They appear to operate in compliance, but behind the scenes, they mislead consumers and profit from speculation, deceiving consumers and disrupting fair and orderly market conditions. The chaos persists because the cost of dishonesty is too low. For some companies, registering a borderline misleading trademark incurs minimal costs while easily boosting product premiums and driving sales. Even when questioned by consumers or criticized by public opinion, most merely issue an apology, quietly take down the product, or make symbolic corrections, which rarely harm the fundamental interests of the company. As a leading publicly listed company in the noodle industry, Chen Ke Ming should uphold the bottom line of integrity, act as an industry benchmark, and take the lead in standardizing trademark use and product promotion. However, after the controversial trademark became invalid, related problematic products continued to be sold normally for months until public pressure forced a correction, fully exposing the serious lack of compliance awareness and integrity concepts among some leading enterprises today. To rectify "sly trademarks," it is clear that reliance on media exposure and corporate self-inspection is insufficient. A proactive approach is needed to move beyond the passive "firefighting" model and establish a systematic governance framework to strengthen market defenses. Recently, the National Intellectual Property Administration launched a special rectification "combination punch": strictly controlling the trademark registration entry, refining review standards, intercepting various misleading trademarks at the source; cleaning up and rectifying existing non-compliant trademarks, and declaring invalid trademarks in accordance with the law; promoting the revision and improvement of the Trademark Law to address penalties, while strengthening multi-departmental coordinated supervision and enforcing local responsibilities. This series of measures demonstrates a "zero tolerance" attitude, breaking the cycle of "regulatory wind" and shifting from isolated strikes to systematic governance. Under the heavy-handed approach, it is also necessary to be wary of "treating the symptoms, not the root causes." Currently, overt trademark tricks have significantly decreased, but hidden and innovative speculative methods continue to emerge. To eradicate the chaos, it is essential to guard the source and ensure robust supervision across the entire chain. For example, by establishing a blacklist for consumer misleading and dishonesty, regularly reporting typical cases, and implementing joint penalties for companies that repeatedly violate regulations, the cost of non-compliance can be raised; urging e-commerce platforms to build a dynamic monitoring mechanism for promotional language, closely monitoring high-frequency controversial expressions such as "purely natural" and "original ecology," and promptly limiting and rectifying suspected misleading marketing content that has received multiple complaints, while marking risk warnings to weave a dense daily supervision network Chen Keming announced a complete halt to the production and sale of products with "handmade" related descriptions, which can be considered a symbolic milestone in the rectification of "clever trademarks." Those companies that have been indulging in such tactics should also take this opportunity to follow suit. Abandoning clever tricks, adhering to the principle of integrity, avoiding "gray areas," and not playing with words, while genuinely making products and honestly promoting them, is the only way to continuously win consumer recognition. □ Kong Deqi ### Related Stocks - [002661.CN](https://longbridge.com/en/quote/002661.CN.md) ## Related News & Research - [Louis Vuitton Insider Denies Reports Case Against China’s IP Office Was Dismissed](https://longbridge.com/en/news/296616409.md) - [NRED Identifies Stronger Untested IP Targets Beyond 1.67% Copper Trench Mineralization at Wilmac | NREDF Stock News](https://longbridge.com/en/news/296612079.md) - [Frozen blueberries recall categorized under FDA's highest Class I risk level](https://longbridge.com/en/news/296506599.md) - [Kona BidCo raises Zalaris stake to 87.34% after buying 2,337 shares at NOK 100 apiece](https://longbridge.com/en/news/296256150.md) - [US Cocoa Futures (COCOA-F) Surges on Aug 19: Key Factors to Watch](https://longbridge.com/en/news/296344984.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**