Shanghai Xingbake Cafe Corp has appealed a court order to change its name and pay 500,000 yuan (US$62,000) in damages, claiming Starbucks is just a bully. Starbucks will defend the appeal.
Starbucks opened in China in 1999 after Xingbake had successfully registered its Chinese name.
Xing is star. Bake is pronounced "bah kuh".
Using the same Chinese name as Starbucks and imitating the Starbucks cafe design was considered "illegitimate competition" according to the ruling of Shanghai's No. 2 Intermediate People's Court.
Xingbake does not use Starbucks as its English name. Amusingly Xingbake has no plans to sue Starbucks for using the same Chinese name!
The high profile Starbucks trademark dispute is being closely watched as an indicator of the progress being made by China to protect intellectual property rights.
A Starbucks coffee in any of their 40 stores in Shanghai costs more than an average Chinese worker makes in a day.
January 2006