Trademark in China is registered on a “first to file” basis. The logo will be protected for the person who first applies for registration of the trademark. The registration should be considered both by people interested in exporting to China and those planning to import goods from China.
Recently there was big news about the collaboration of technological giant Samsung with the fashion brand Supreme. The companies announced their plans to enter the Chinese market together. Soon it became clear that the Supreme cooperating with Samsung was not the original Supreme founded by James Jebbia. How did it happen? Samsung establishing a partnership with the fake Supreme was possible because the New York brand doesn’t have rights to their trademark on Chinese territory. So, we decided to investigate who has the rights to Supreme in China.