Hougu Coffee has a profound cultural heritage in China, absorbing the cultural traditions of Taoism and Confucianism. The meaning of Hougu comes from Tao Te Ching. Hougu represents the monarch as the queen, while Gugu represents the valley of virtue. To sum up, the coffee industry is a noble and sustainable industry, which has the significance of catching up with others. Deep cultural connotation is the foundation of brand sustainable development.
20 13 14, China trademark website of the State Administration for Industry and Commerce announced that 16 of the 27 well-known trademarks recognized by the Trademark Office in the trademark objection case showed that the "Hougu" coffee trademark registered by Dehong Hougu Coffee Co., Ltd. was recognized as a well-known trademark in China.