China Trademark & IP Knowledge Hub

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

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.

Imagine you've built a successful brand in your home country. You have loyal customers, strong sales, and a recognizable name. Then you decide to enter China — the world's largest market. But suddenly, you receive a letter: "You are infringing on a registered trademark in China. Please cease all use immediately." How does this happen? How do legitimate global brands become "infringers" overnight in China?

Many overseas brands lose their trademarks, suffer infringement, or have their trademarks preemptively registered by suppliers in China. The root cause is one core rule: China's first-to-file principle.

A common misconception among cross-border businesses: "Once my trademark appears in the China Trademark Database with a certificate, my brand is safe." Reality check: A significant volume of infringement operates as "ghosts" — completely invisible in public records, not directly similar on paper, and not obvious cybersquatting. Yet through distorted use, combined use, cross-category infiltration, and covert online operations, these infringers quietly divert customers, dilute

Registering a trademark in China can be a complex process, especially for foreign businesses unfamiliar with local rules and practices. Many companies face setbacks or lose valuable rights because of avoidable errors during registration. Understanding these common mistakes helps protect your brand and ensures smoother entry into the Chinese market. Avoid These Common Mistakes When Registering Your Trademark in China Not Conducting a Thorough Trademark Search One of the bigges

What Is a Trademark? A trademark is a symbol, word, phrase, or design that identifies and distinguishes the source of goods or services. It helps consumers recognize the brand behind a product or service. For example, the Nike "swoosh" logo or the phrase "Just Do It" are trademarks. They tell customers that the product comes from Nike and not another company. Key Features of Trademarks Purpose: Protect brand identity and prevent confusion in the marketplace. Scope: Covers log

What is Class 35 in Trademark Classification? Class 35 under the Nice Classification system covers services related to business management, advertising, and office functions. It includes activities such as: Retail and wholesale services Business consulting and franchise management Advertising and marketing services Market research and analysis Office functions like clerical services This class is distinct from product categories, which cover tangible goods. Class 35 focuses o

When applying for a trademark in China, foreign applicants often wonder whether to work with a law firm or a trademark agency. Each option has its strengths. The right choice depends on your business needs, budget, and the complexity of your case. How to Choose the Right Partner Why Work with a Trademark Agency? Cost-Effective Solutions Trademark agencies generally provide more affordable services than law firms. With lower overhead costs and a focus on the registration proce

Navigating trademark registration in China can feel overwhelming for foreign companies. Given its distinct legal system and cultural characteristics, many businesses unknowingly make significant errors that jeopardize their intellectual property rights. Addressing these common pitfalls is crucial for any company aiming to succeed in the Chinese market. This blog post explores the top five mistakes that foreign companies often encounter during the trademark registration proces

For companies expanding internationally, trademark protection is more than just a legal formality—it is an essential safeguard for brand value and market presence. Both China and the United States operate robust trademark systems, but they are built on very different legal philosophies. These differences directly affect how rights are acquired, how applications are handled, and how enforcement works in practice. As a trademark agency working with international clients more th

Entering the Chinese market offers vast opportunities for businesses worldwide. However, one of the biggest concerns for companies expanding into China is safeguarding their intellectual property (IP). The unique legal environment and business culture in China require a clear understanding of how to protect your innovations, trademarks, patents, and copyrights effectively. This article provides practical guidance on protecting your intellectual property in China, helping you

Registering a trademark in China is a crucial step for businesses aiming to protect their brand and intellectual property in one of the world’s largest markets. Navigating the trademark registration process can be complex due to specific legal requirements and procedural nuances. This guide provides essential tips to help you understand and successfully complete the trademark registration process in China. Understanding China Trademark Essentials Before diving into the regist

Registering a trademark in China is a crucial step for businesses looking to protect their brand and intellectual property in one of the world's largest markets. Understanding the china trademark filing process can help you navigate the complexities and avoid common pitfalls. This guide breaks down the essential steps, requirements, and tips to ensure your trademark registration is successful. Understanding the China Trademark Filing Process The china trademark filing process

Entering the Chinese market can be an exciting opportunity for many businesses. However, protecting your brand should be a top priority...

Are you looking to protect your brand and business in China? Trademark registration is crucial to safeguarding your intellectual property and preventing others from using your brand identity. Whether you are a local entrepreneur or a foreign investor, understanding the trademark registration process in China is essential. You can register not only product names and logos, but also slogans, packaging visuals, domain names, 3-D shapes, colour combinations and more. A Chinese re

Are you looking to expand your business to the Chinese market? One essential step to protect your brand and intellectual property is to...