April 17, 2025  Copyright ©️ 2025 by goldkeen International Patent & Trademark Joint Office

When others are fearful, I become greedy!
This is a reminder for restaurant chains planning to enter or currently operating in China:

China’s food and beverage industry is increasingly aware of trademark protection and enforcement—
Are you ready?

▲▲ What Trademark Classes Should a Restaurant Chain Register?

For restaurant-related businesses, the following classes are recommended:

★ Core Classes

• Class 35: Advertising, marketing, shopping centers, food retail and wholesale
• Class 43: Restaurants, cafés, venue rental, catering services

★ Important Classes

• Class 29: Meat, seafood, salads, vegetables
• Class 30: Tea, coffee, rice, noodles
• Class 31: Fresh fruits and vegetables, fresh shrimp and crab
• Class 32: Juices
• Class 33: Alcoholic beverages

 

▲▲ Painful Lessons from Trademark Disputes in the F&B Industry in China

Real Cases of Trademark Infringement in China's Food Sector:

• In 2006, Taiwanese entrepreneur Mr. Tan opened the first milk tea store “珍奶會所” (Pearl Milk Club) in Suzhou, reaching daily sales of 3,000 cups. Due to malicious copycats and a trademark hijacking, he was forced to give up the brand. By August 2017, all 500 stores were renamed to “巡茶”.
• Xiao Long Kan, a famous hotpot brand in Chengdu, fought for 3 years to finally register its trademark. Hundreds of imitation stores in Chengdu were forced to close afterward.
• In September 2016, “日日香鵝肉飯店” (Daily Goose Rice Restaurant), owned by Chen Pengpeng, became a viral hit with 13 table turnovers daily. Due to rampant imitators, the brand was renamed to “陳鵬鵬鵝肉飯店”.
• When Da Long Yi hotpot became popular, knockoffs like “Da Long Yan” and “Da Long Huo” appeared everywhere.
• Gangguan District No. 5 Xiaojungan Skewers once saw wait times up to 2–3 hours, until “Gangguan Xiaojungan” copycat brands spread nationwide overnight.
• In 2017, the tea brand HEYTEA, which originally used the name “皇茶” (Royal Tea), failed to register its original trademark and had to purchase “喜茶” (Heytea) for NT$700,000.

 

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