In China there is a new legal framework governing the determination of “well-known” trade mark status. In this article, we identify several substantive and procedural innovations as regards the new rules, as well as drawing attention to attendant Chinese peculiarities that are also worthy of attention. Our legal analysis comprises a mix of positive and constructive critiques of current Chinese trade mark law and practice, and reveals that to understand the rules regarding well-known status demands close examination of the institutional setup in China. The article’s aim is to detail the new provisions and to address whether the new legal framework signals, overall, a more coherent phase of Chinese trade mark law ahead for determining and concluding well-known trade mark status in China.

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