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recently, it was reported online that a brand of mooncakes called "hong kong meicheng" that was promoted by internet celebrity anchor "crazy little brother yang" and his subordinate anchors had "run away" from its factory in guangzhou.

"zheng xinwen" found out that the manufacturers of meicheng mooncakes are guangzhou meicheng food technology co., ltd. (hereinafter referred to as "guangzhou meicheng company") and foshan meicheng food co., ltd.

pictures circulating on the internet show that the guangzhou meicheng company’s signboard has been removed from the entrance of the park where the company is located, and a signboard of a clothing accessories company has been placed in its place.

on september 16, "zheng xinwen" visited the guangzhou meicheng company located in shiling town, huadu district, guangzhou. according to on-site observations, guangzhou meicheng company did not remove its signboard and there were still security guards at the entrance of the industrial park.

according to nearby residents, there are a total of 6 companies in the industrial park where guangzhou meicheng company is located, and "this meicheng seems to have only been established last year."

tianyancha shows that the registered address shown in the annual reports of guangzhou meicheng company in 2019 and before is the second-floor factory building at no. 1, wangting road, daling village, xinhua street, huadu district, guangzhou. the current registered address is gegang road, shiling town, huadu district, guangzhou.

previously, douyin's "crazy little yang ge" and his anchors promoted a product called "meicheng mooncake" in their live broadcast room, which attracted attention from the outside world. during the live broadcast, the anchor emphasized the word "hong kong" when introducing this mooncake, which was questioned by netizens. although meicheng mooncake claims to be a hong kong brand, it has no stores in hong kong. the actual operator is a guangzhou company, and its sales volume is huge.

as public opinion fermented, many details such as the origin and quality of meicheng mooncakes were questioned. many agents and netizens said that meicheng mooncakes had no stores in hong kong. some netizens also posted the origin information of the mooncakes they had purchased, which were basically guangzhou and foshan. subsequently, the media confirmed from the manufacturer that the mooncakes were produced in guangdong and were not currently sold in hong kong.

according to the product packaging displayed by netizens who bought meicheng mooncakes, the brand operator of meicheng mooncakes is guangzhou meicheng food co., ltd. (hereinafter referred to as "guangzhou meicheng food company"), and the manufacturers are two companies in guangzhou and foshan. among them, guangzhou meicheng food company and guangzhou meicheng company are both located in huadu district, guangzhou. the two companies claim that their parent company is hong kong meicheng food group co., ltd. (hereinafter referred to as "hong kong meicheng group").

it is worth noting that guangzhou meicheng company was registered in 2014, and hong kong meicheng group was registered in 2019. hong kong meicheng group registered a number of mooncake-related trademarks containing the word "meicheng" and patterns in hong kong in 2023 and 2024. among them, the trademark with the word "hong kong meicheng mooncake" was registered on september 22, 2023, which is almost one year old.

according to red star news, on september 14, the guangzhou huadu district market supervision and administration bureau and the douyin platform have intervened in the investigation. a lawyer pointed out that if the false advertising accusation is established, the seller and the blogger will face administrative penalties.

on the evening of september 14, the live broadcast room of the three sheep company stopped selling meicheng mooncakes. faced with the overwhelming criticism, the anchor closed the comments. zhengzheng news noticed that the douyin live broadcast room of "crazy little yangdi" removed the display of meicheng mooncakes, and the same mooncakes were also removed from the product display window.

according to a report by the "daily economic news" on september 15, the relevant person in charge of the human resources department of guangzhou meicheng company showed reporters copies of relevant trademark registration certificates registered with the trademark registry of the intellectual property department of the hong kong special administrative region government, including "meicheng mooncakes", "meicheng", "meicheng gift", "meisun", etc. the registration time of one of the trademarks was shown as october 9, 2019.

meicheng mooncakes, which are "hong kong brands", are indeed produced in the mainland. in response to this, the above-mentioned person in charge said: "(online questioning) why do we register a company in hong kong and then produce in the mainland? i believe that there is no law that says that if i register a brand in hong kong, i cannot produce in the mainland, right? if you think there is something wrong with this, you can also cite some relevant laws and regulations."

lawyer liu kai said that many "fake foreign brands" do not have actual overseas business, but only register companies or trademarks overseas to create the illusion of "international brands". their products are almost all produced and sold in the mainland, and their overseas business presence may be just a shell company or a registered company without actual operations. such brands raise product prices or gain consumer trust by packaging themselves as "foreign brands", which actually carries the tendency of false propaganda and misleading consumers. ​​​