Selling "Mi Yuan" in the live broadcast room of Viya was found to be infringing, whose rights and interests were specifically infringed?

On April 27th, it was reported that the Hunan Higher People's Court had previously closed the case of intellectual property infringement in the second instance according to the Provisions on the Case of Mi Yuan Making Good Use of Yuan Longping's Name and Portrait.

In 2020, Viya, a "selling girl", was selling rice of an agricultural company group in the Tmall live broadcast room, and suddenly a billboard of "Mi Yuan" appeared. Longping Hi-Tech sent warning letters to an agricultural company, Qian Xun (Hangzhou) Culture Media Co., Ltd., Weiya and Taobao. Later, because an agricultural company still used Yuan Longping's name and portrait in the official WeChat account and related articles on the website, Longping Hi-Tech sued the court.

It is understood that in order to standardize the profitable application of Academician Yuan Longping's name right and portrait right, Academician Yuan Longping signed the "Yuan Longping Brand Rights License Agreement" with Longping Hi-Tech before his death, and Longping Hi-Tech obtained the exclusive right to examine and approve the profitable application of Academician Yuan Longping's name right and portrait right in production and business activities.

After examination, the court found that an agricultural company cooperated with Academician Yuan Longping only at the industrial level of rice flavor and food hygiene and safety, and had nothing to do with the development, marketing and promotion of new sea rice products. However, the means of agricultural companies will confuse customers and mistakenly think that their products are strongly recommended or endorsed by Academician Yuan Longping.

Academician Yuan Longping is known as the "father of hybrid rice" in China. The court held that Academician Yuan Longping has made outstanding contributions to the food production safety of all mankind, and all kinds of social development actors should pay attention to his name and portrait, and apply it cautiously and standardly. In particular, when promoting and planning the cooperation with Academician Yuan Longping, industry actors should uphold the standard of seeking truth and being pragmatic, and should not fabricate or exaggerate the level of cooperation between them, so as to deceive customers and seek benefits.

It is really shameful to borrow celebrities to bring their own goods and improve their popularity! I hope the law can severely punish this behavior! What do you think of this?