Yin Cheng'an, a leading Taoist in the Beijing Baiyun Taoist Temple, said that the old Taoist Fu Qingzhu in the fiction Seven Swords is a real historical figure, and that it is ridiculous to have Fu recommend chicken burgers because he and most Taoists are vegetarian and the faith dictates killing animals is wrong.

Fu was a national hero who defended ethnic groups from invasion in central China during the late Ming and early Qing dynasties. How Fu is portrayed in the commercial is deemed unacceptable not only by the Taoist community but also many Chinese.

On the other hand, some people speak highly of the advertisement's ideas, advocating it successfully followed the popular film and successfully promotes the new burger among youngsters.

The controversy has raised concerns that Chinese culture will be further undermined if phenomena like this are not changed.

"In cultural exchanges between China and the western countries, the latter always appears in a dominant position, and our culture and traditions are not given full respect," Han Yunbo, a professor of the Southwest University Literature Department, told the China Business Post.