# Consumer Boycott

The Noodle Giant’s Bitter Bowl: Why a Trademark War with a Mom-and-Pop Shop Backfired

Chinese noodle chain Yujian Xiaomian is facing a massive consumer boycott and stock price collapse after suing a small mom-and-pop shop for trademark infringement. The PR crisis highlights the growing tension between capital-backed brands and the grassroots economy during a period of economic cooling.