China Trademark & IP Knowledge Hub

Why Foreign Companies Need a Strategic Trademark Protection Plan Before Entering China When expanding into China, many foreign companies focus on market opportunities, customers, and business growth. However, one important area is often overlooked until problems arise: trademark protection. A trademark is more than a name or logo. It represents a company’s reputation, market investment, and long-term business value. Without proper protection in China, companies may face trade

Why the DAGENHAS Case Matters The DAGENHAS case is important because it shows the difference between brand recognition and legal similarity. Häagen-Dazs is a highly recognizable international brand, but that did not automatically mean the later filed mark would be refused. CNIPA still had to apply its own similarity analysis. That is where many foreign applicants make a mistake. They assume that a famous brand will always block a similar-looking filing. In practice, CNIPA loo

TM APPROVAL: Dag'enHas is a new startup concept focused on themed products, retail experiences, and franchise opportunities. The Dag'enHas name is derived from the founder's name, Dag, and the English word "has." DAG'EN is also inspired by the Norwegian word "dagen," meaning "the day," reflecting the belief that every day should be filled with imagination, creativity, and discovery. Combined with the English word "has," the name reflects a brand built around these ideals. Dag

As Taylor Swift’s legal team — and others like Matthew McConaughey, who filed for his “Alright, alright, alright” sound mark in early 2026 — are demonstrating, the future of brand protection belongs to those who treat their identity as a trademarkable asset. Every sight, sound, and sensation associated with your brand can be protected — if you act before AI acts against you. In the AI era, your brand is no longer just what you sell. It‘s everything that makes you, you.

Many sellers fall into a fatal cognitive misconception: since their products are entirely OEM-manufactured in China and directly exported overseas, without being sold in the domestic market, they believe there is no need to register a Chinese trademark. However, under China’s "first-to-file" principle for trademark registration and the increasingly stringent customs supervision over intellectual property rights, this misconception can trigger a series of cascading risks.

China and the EU don't just have different trademark systems — they have different philosophies. The EU trusts judges to decide similarity case by case. China trusts its codified subclass table. Neither is wrong. But confusing the two is expensive. File separately. Cover your subclasses. Search before you file. And work with someone who understands the difference. That's how you protect your brand in both markets.