China adopts a first-to-file trademark registration system. We suggest that overseas enterprises register their Chinese trademark in advance. Failure to register could see brands fall victim to trademark squatters. In an effort to optimize its business environment, China is putting more effort into IP protection, including the protection of trademarks. The success of Penfolds' Chinese trademark case is a good signal to international companies operating in China.
As revealed by a Treasury Wine Estates's release [1] issued on April 10, 2020, Treasury Wine Estate (TWE) finally got the Chinese trademark "奔富" (Ben Fu) registered for its wine brand "Penfolds" after ten years of litigation.
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