From September 5 to 8, 2025, the 15th China International Trademark & Brand Festival was successfully held in Taiyuan, Shanxi. As the most influential event in China’s trademark sector, this year’s festival gathered representatives from trademark authorities, judicial bodies, well-known enterprises, intellectual property service agencies, and experts worldwide. Participants engaged in in-depth discussions on the development of trademark brands.

As member of the China Trademark Association, Chang Tsi & Partners' delegation led by Deputy Director of Management Committee Tracy Shen, Marketing Director Ron Tsi, Partner Emma Ma achieved significant recognition during the event, demonstrating its leading expertise and influence in the trademark field.

At the “Conference on Analysis of Typical Trademark Cases – From Cases to Rules: Confusion Determination and Order Reconstruction,” the “SWOLOVE” trademark case (Class 32, No. 69293210) handled by Chang Tsi’s legal team was selected as a “2024 Typical Trad Agency Case.” This recognition highlights not only the firm’s exceptional performance in individual cases but also its longstanding professional excellence and high standard of service.

Against the backdrop of increasing global economic integration, trademarks are among the most critical intangible assets for enterprises, and their protection faces both unprecedented challenges and opportunities. With intensifying market competition and continuous innovation in business models, issues such as trademark squatting, cross-border infringement, and brand confusion are becoming more prominent. A robust trademark protection system has become essential for businesses to expand their market presence and maintain competitive advantage. This is especially true in the digital economy, where the scope of trademark protection has expanded from traditional physical markets to online platforms, social media, and other emerging areas, placing greater demands on both trademark owners and professional legal service providers.

As a leading full-service law firm in China with a focus on intellectual property, Chang Tsiang has deep expertise in the trademark field, offering end-to-end services including trademark registration, monitoring, enforcement, and litigation. The firm brings together experienced attorneys with both international perspective and local knowledge, who are well-versed in trademark laws and practices across jurisdictions and understand the commercial needs and brand strategies of clients across industries. Leveraging profound insight and extensive practical experience, Chang Tsiang has provided comprehensive trademark protection solutions to many renowned domestic and international companies, helping them safeguard brand value in complex environments.

In addition, the festival continued its international focus this year. At the CTA & JPAA Meeting, Chang Tsi’s counsel Sue Gui was invited to deliver a keynote speech titled “Challenges and Strategies of Trademark Enforcement in the Online Environment.”

With over 15 years of experience in foreign-related intellectual property practice, Sue Gui has represented many well-known multinational companies in IP registration and enforcement matters in China. She specializes in IP enforcement and has handled a large number of administrative and civil litigation cases. During her speech, she analyzed common forms of online trademark infringement, such as counterfeiting on e-commerce platforms, keyword abuse in search engines, malicious squatting of social media accounts, and domain name infringement. She also shared the firm’s innovative strategies and practical techniques, including how to establish solid rights foundations, employ diverse legal and administrative enforcement mechanisms, and secure compensation through litigation, demonstrating the firm’s deep insight and capability in addressing complex legal issues.

Throughout the conference, IP professionals from the firm actively engaged with experts from the China National Intellectual Property Administration, local courts, domestic and international companies, and other law firms and agencies. The team exchanged views on hot topics such as the latest trends in trademark examination practices, corporate brand protection strategies, and cross-border IP collaboration.

Moving forward, the firm will continue to dedicate itself to the IP field, enhancing its comprehensive legal service capabilities. With professionalism and innovation, the firm will provide full-range, high-value support for the creation, use, protection, and management of brands worldwide, contributing to a first-class international business environment.