Two of Ernesto "Che" Guevara's children say they are tired of seeing their father's image used to sell everything from T-shirts to vodka, calling the revolutionary's rise as a global super-brand "embarrassing".

Aleida Guevara, the eldest of Guevara's four children by his second wife, Cuban revolutionary Aleida March, said the commercialisation of her father's image contributed to tension between rich and poor in some countries.

Camilo Guevara, son of late guerrilla leader Ernesto Che Guevara, takes pictures with his new M8 Leica-Che's 80 Anniversary edition. Credit:AFP

"Something that bothers me now is the appropriation of the figure of Che that has been used to make enemies from different classes. It's embarrassing," she wrote during an internet forum sponsored by Cuba's government ahead of what would have been her father's 80th birthday on June 14.

Born to a well-to-do family in Argentina in 1928, Guevara helped Fidel Castro overthrow Cuban dictator Fulgencio Batista in 1959. But he was executed in 1967 while trying to foment a similar revolution in Bolivia.