From 22 to 25 September 2026, the 40th MARQUES Annual Conference took place in Lisbon, Portugal, bringing together professionals from across the global brand protection community. Held under the theme “The Exciting Evolution of Trademarks,” this year’s conference explored how trademarks and brands are evolving as businesses adopt new technologies, engage with consumers in new ways and navigate increasingly complex regulatory environments.

Chang Tsi & Partners participated in the conference, represented by Matt Hou, Head of the Investigation & Trademark Enforcement Practice. During the event, Matt engaged in in-depth discussions with brand owners, in-house IP counsel, law firm partners and other professionals from different jurisdictions, exchanging perspectives on emerging challenges in international trademark protection and enforcement.

Discussions focused on the changing enforcement landscape, including trademark infringement investigations, anti-counterfeiting, online and offline enforcement, cross-border e-commerce, and cooperation across different jurisdictions. As brand-related risks increasingly extend beyond traditional physical markets, businesses are facing a growing need for coordinated strategies that can connect investigation, evidence gathering, enforcement and litigation across multiple markets.

The broader conference programme reflected many of these developments. Sessions addressed topics including the relationship between trademarks and geographical indications, IP-backed financing, regulatory developments, digital product passports and the evolving role of technology. Dedicated workshops also examined anti-counterfeiting at trade fairs, unconventional trademarks, artificial intelligence, domain name disputes and developments in EU design protection. Participation in these discussions provided valuable opportunities to deepen relationships with international colleagues and gain a closer understanding of developments shaping brand protection in Europe and other major markets.

Chang Tsi’s participation in the 2026 MARQUES Annual Conference reflects its continued engagement with the international IP community. Since its establishment in 2002, the firm continues to strengthen its international capabilities and cooperation network across key markets, including the United States, Europe, Asia and other jurisdictions. This enables the firm to support Chinese companies expanding overseas as well as multinational businesses seeking coordinated IP protection in China and across the region.