On the first day of 2020, Shannon Lee, who heads Bruce Lee Enterprises, filed a civil suit in a Shanghai court against the Chinese fast‑food franchise Real Kungfu. The complaint alleges that the chain has been employing a logo that closely mirrors the late martial‑arts star’s image for the past 15 years without obtaining permission or providing compensation.
Bruce Lee Enterprises, the entity that controls all licensing and merchandising of Bruce Lee’s photographs and likenesses, is seeking damages of 210 million yuan (approximately US$30 million). In addition to monetary relief, the plaintiff asks the court to order an immediate cessation of the disputed logo’s use on the chain’s restaurants, packaging, advertising and any other promotional material. The contested emblem, introduced in 2004, depicts a black‑haired man dressed in a yellow outfit—a visual reference to the costume Bruce Lee wore in “Game of Death”—executing a classic kung‑fu stance.
Shannon Lee’s filing describes the design as a direct imitation of her father’s iconic appearance, arguing that the chain’s continued use constitutes unauthorized exploitation of a protected celebrity image.
Real Kungfu’s Position
Real Kungfu responded with a statement expressing puzzlement over the lawsuit, noting that the company was “confused that we are prosecuted many years later.” The chain affirmed that the logo was legally registered with Chinese authorities at the time of its adoption and maintains that the figure is a generic representation of a kung‑fu practitioner rather than a copy of Bruce Lee. Its legal team is reviewing the allegations and preparing a defense, though no formal court filing has been submitted as of now.
Background on the Fast‑Food Chain
Founded in Guangzhou in 1990, Real Kungfu has grown into one of China’s largest fast‑food operators, with more than 600 outlets nationwide. The China Cuisine Association has listed the brand among the country’s top ten fast‑food companies. Its menu focuses on Chinese‑style quick meals such as noodles, rice dishes and dim sum, and the logo in question has been a central element of its brand identity since its introduction.
Implications for Intellectual Property Law in China
The dispute underscores ongoing challenges in enforcing intellectual‑property rights within China, especially concerning the likenesses of internationally recognized figures. While Chinese courts have historically been slow to protect foreign celebrities’ images, recent pressure from trade agreements with the United States has prompted calls for stronger IP enforcement.
Shannon Lee has previously pursued legal action to safeguard her father’s legacy in the United States and Hong Kong, making the Shanghai case one of her most ambitious efforts. A ruling in her favor could compel Real Kungfu to undertake a costly rebranding across its extensive network, potentially deterring other Chinese firms from using celebrity images without authorization. Conversely, a judgment for Real Kungfu might reinforce the argument that a registered trademark, even if similar to a famous likeness, can be defended as a generic design.
The company may also contend that the prolonged, unchallenged use of the logo—spanning 15 years—creates a presumption of legitimacy, raising questions about statutory limitation periods in Chinese trademark law.
What’s at Stake
The outcome of this case could set a precedent for how Chinese courts handle celebrity image rights and could influence future disputes involving foreign intellectual‑property holders. Both domestic businesses and international rights owners are watching the proceedings closely, aware that the decision may shape the balance between brand protection and commercial freedom in China’s rapidly evolving market.
