China IP Brief: Vol. 1, Issue 2

China IP Brief | Dispatches from the Frontiers of IP Law in China

Welcome to the summer issue of China IP Brief, our periodic dispatch bringing you the latest developments in intellectual property law in China.

Look for China IP Brief in your inbox with deeper dives into developments in China IP law impacting how companies develop, register, maintain and protect their IP rights in the People’s Republic of China (PRC), as well as links to other news, Loeb & Loeb alerts and upcoming events.

In this issue, the Loeb China IP team outlines practical insights into the much-awaited revision to the Trademark Law of the People’s Republic of China (TML), the first comprehensive revision since 2013 and the most significant update since 2019. The 2026 version, released June 26 by the Standing Committee of the National People’s Congress (NPC) and set to take effect on Jan. 1, 2027, addresses bad faith filings, misleading use of registered trademarks, trademark agency regulation, expanded well-known trademark support in overseas disputes involving Chinese brands and more precise use-based defenses in infringement litigation.

In our Events Spotlight, we report on the 4th Fast-Moving Consumer Goods (FMCG) IP Services Conference, sponsored by the China Trademark Association and organized by China Trademark Magazine and Beijing Maikenen Management Consulting Co. Ltd. Representatives from Loeb’s Beijing office and the Loeb Intellectual Property Agency, including counsel Sue Zhong and Beijing-based associates and senior paralegals, participated in the conference, held in Beijing April 22 – 23. This year’s theme, “Working Together to Promote High-Quality IP Collaboration,” highlighted pressing issues facing the FMCG sector, including absolute grounds rejections, trademark squatting and counterfeiting, IP compliance and licensing, AI-driven innovation in IP management, and cross-border risk prevention.

In This Issue:

• China’s 2026 Trademark Law Revision: A Shift Toward a Use-Oriented Trademark Regime
• Event Spotlight: Loeb Professionals Speak at the 4th Fast-Moving Consumer Goods IP Services Conference
• In Case You Missed It

China’s 2026 Trademark Law Revision: A Shift Toward a Use-Oriented Trademark Regime

On June 26, the Standing Committee of the National People’s Congress (NPC) promulgated a revision of the Trademark Law of the People’s Republic of China (2026 TML), which will take effect on Jan. 1, 2027. Although the TML has been amended four times since its enactment in 1983, this latest version, the result of a multiyear review process that began after the 2019 amendment and included three drafts, represents the first comprehensive revision since 2013.

Read more here.

Event Spotlight: Loeb Professionals Speak at the 4th Fast-Moving Consumer Goods IP Services Conference

Representatives from Loeb & Loeb LLP’s Beijing office and the Loeb Intellectual Property Agency, including counsel Sue Zhong and Beijing-based associates and senior paralegals, participated in the 4th Fast-Moving Consumer Goods IP Services Conference, held in Beijing April 22 – 23.

Sponsored by the China Trademark Association (CTA) and organized by China Trademark Magazine and Beijing Maikenen Management Consulting Co. Ltd., the conference brought together leading legal and IP professionals specializing in the fast-moving consumer goods (FMCG) sector, in-house counsel from major brands and key regulatory officials. With the theme “Working Together to Promote High-Quality IP Collaboration,” the conference featured in-depth discussions on the pressing issues facing the FMCG sector, including absolute grounds rejections, trademark squatting and counterfeiting, IP compliance and licensing, AI-driven innovation in IP management, and cross-border risk prevention.

Loeb counsel Sue Zhong chaired a roundtable dialogue on “Protection Challenges and Response Strategies for Marks Involving Absolute Grounds” (under Articles 10 and 11 of the Trademark Law of the People’s Republic of China (PRC)). In-house counsel from leading international and domestic FMCG brands, practitioners from law firms and IP agencies, and prominent IP scholars participated in the dialogue to dissect persistent pain points for FMCG brands—such as lack of distinctiveness and risk of deceptiveness—and exchanged their views on brand protection.

At the conclusion of the conference, the CTA reaffirmed its commitment to elevating professional standards across China’s IP service sector and fostering international dialogue and collaboration. Loeb’s active involvement at the conference underscores our deep local presence in the PRC, our global IP resources, and our dedication to delivering efficient, high-quality solutions for brand owners navigating the complex trademark landscape in China.

In Case You Missed It

Loeb and Three Lawyers Recognized in 2026 IP Stars Asia-Pacific Guide by Managing IP

The firm and three of the firm’s lawyers were recognized in the 2026 edition of IP Stars Asia-Pacific, a leading specialist guide to IP law firms and practitioners across the Asia-Pacific region. The firm is ranked in Trademark in the China section of the guide, while Advanced Media & Technology partner Scott Palmer and counsel Sue Zhong are noted as “Trademark Stars.” In the Hong Kong section of the guide, Corporate partner Lewis Ho is noted as a “Transactions Star.”

Four Loeb Partners Named to “Global Leaders” List by World Trademark Review for 2026

Partners Jorge Arciniega, David Grace, Doug Masters and Scott Palmer have been recognized on the World Trademark Review’s 2026 “Global Leaders” list in the private practice category. The accolade identifies “the best of the best in trademark practice”—law firm and in‑house trademark practitioners whose insight, experience and leadership meaningfully shape the global IP community.

Six Loeb Lawyers Recognized in 2026 Edition of IAM Patent 1000

Loeb’s Patent Litigation & Counseling department and six Loeb lawyers were named in the 2026 edition of the IAM Patent 1000: The World’s Leading Patent Professionals, a guide to the world’s top firms and individuals practicing patent law. The firm was recognized in three categories: China: Foreign (Bronze Tier), Illinois – Litigation (Bronze Tier) and Illinois – Prosecution (Recommended Tier). Loeb lawyers recognized in the 2026 edition are Ryan Hagglund: New York – Litigation (Bronze Tier); Lewis Ho: Hong Kong – Transactions (Recommended Tier); William Kramer: Illinois – Litigation (Silver Tier); Illinois – Prosecution (Recommended Tier); Scott Palmer: China: Foreign – Litigation (Recommended Tier); William Voller: California – Litigation (Bronze Tier) and Lawrence Zheng: China: Foreign – Litigation (Recommended Tier).

Loeb & Loeb Named in 2026 ALB Asia IP Rankings

The firm has been included in the Asian Legal Business (ALB) Asia Intellectual Property Rankings, recognizing firms at the forefront of a fast-evolving IP landscape. The rankings consider the scale and complexity of work, regional presence, strategic growth, client base, market visibility and demonstrated momentum over the past year, reflecting the competitive landscape across Asia.

11 Loeb Lawyers Honored in 2026 Edition of World Trademark Review 1000

The firm has been recognized in the 2026 edition of the World Trademark Review 1000 – The World’s Leading Trademark Professionals, and 11 Loeb lawyers were designated as notable trademark lawyers in their respective fields and jurisdictions, including two from our Beijing office and the Loeb Intellectual Property Agency: partner Scott Palmer (China and SARS: Foreign – Trademark Prosecution and Strategy; Trademark Enforcement and Litigation) and counsel Sue Zhong (China and SARS: Foreign – Trademark Prosecution and Strategy).

Loeb & Loeb Named in 2026 Chambers Greater China and Legal 500 China and Hong Kong Guides

Chambers Greater China ranked Loeb and partners Scott Palmer and Lewis Ho in Intellectual Property (International Firms). Loeb also earned recognition in the Intellectual Property: Foreign Firms category of the Legal 500 China guide and was named “Intellectual Property: Foreign Firms Law Firm of the Year” at the Legal 500 China Awards in December 2025. The firm was also ranked in the Capital Markets (Equity) category of the Legal 500 Hong Kong guide.

Highlights from Our Asia Practice

In 2025, Asia’s economic landscape continued to reflect both opportunity and transformation, with evolving global trade relationships, continued investment in emerging technologies and regulatory developments across key jurisdictions shaping the region’s business environment. Loeb’s Asia practice continued to provide strategic counsel to clients operating across the region. Lawyers in the firm’s Hong Kong and Beijing offices advised on a wide range of matters, including capital markets transactions, corporate and commercial finance matters, IP protection and enforcement, litigation and dispute resolution, and regulatory and compliance issues, helping clients navigate evolving market conditions and pursue opportunities throughout Asia.