How to Register Chinese Character Trademarks

Home | China Law Blog | How to Register Chinese Character Trademarks Table of Contents Toggle As many readers of this blog already know, words in Latin script (including, of course, English words) can be registered in China as trademarks. But can you register Chinese character trademarks in the United States or the EU? This is an important question for Chinese brands, of course, but also for US and EU brands that, for whatever reason, have developed trademarks in Chinese. 1. How to Register Chinese Character Trademarks Chinese characters cannot be registered in the US or the EU as word marks, but it is possible to register them as device marks (known in the EU as figurative marks). Logos are one kind of device mark. Some brands whose logo includes their name opt to register the logo instead of a word mark. In this way, they gain protection not just for the brand name, but also for the graphic elements in the logo. However, some logos do not include the brand name, and in these cases brands usually opt to register the word mark instead of, or in addition to, the logo. 2. Special Considerations for Registering Chinese Character Trademarks For most brands registering Chinese character names, the fact that they cannot register them as word marks should not matter very much. Though technically considered a device mark, the mark will look a lot like a word mark. Ironically, the main pitfalls to look out for arise when the applications are to register an actual logo that includes the brand name. If, as is often the case, the name on the logo is highly stylized, it might make sense to register a plainer version of the text (instead of, or in addition to, the logo). This will help keep things clear for USPTO in case someone tries to register the same name using different stylization. In addition, if the logo includes additional text, such as a tagline, date, or location, it might make sense to also register the key word separately. This will strengthen protection in cases where only that word, and not the entire logo, is used without authorization (or where the word is used in a different logo). 3. How to Register Trademarks That Use Other Scripts In the US, other non-Latin scripts, such as those used to write Korean and Thai, are treated in the same way as Chinese characters. Again, they cannot be registered as word marks, but can be registered as device marks. The same considerations mentioned above regarding logos should be kept in mind. One difference between the US and the EU is that Greek and Cyrillic script can be used in the latter, on account of the fact that these are used in some EU countries (Greece and Cyprus, and Bulgaria, respectively). Marks in all other scripts are treated as they are in the United States. For readers who are wondering, US word marks can include Latin-script letters not used in English, such as those with accent marks. See for example US Reg. No. 5969877 (BARÇA). 4. Countries That Register Chinese Character Word Marks Finally, it is worth mentioning some countries that allow the registration of Chinese characters as word marks. Not surprisingly, these include countries with cultural and linguistic ties to China, such as Korea and Singapore. In Japan, Chinese characters incorporated into the Japanese language (kanji) can be part of a word mark, though there may be issues with characters not commonly used in Japan. 5. Looking Ahead Some offshore jurisdictions far removed from China's cultural sphere have allowed the use of Chinese characters in company registrations for some time. Perhaps, as China's role in the world economy becomes even more dominant, additional jurisdictions will allow the registration of Chinese characters as word marks. Check Out Our China Law Services Share Twitter Facebook LinkedIn E-mail Comment Fred Rocafort Fred leads Harris Sliwoski’s intellectual property practice and is the coordinator of the firm’s international team. Much of Fred’s practice consists of helping cannabis businesses protect their brands. He also works with entrepreneurs and companies entering the Web3 space, a new frontier for IP law. Prior to joining Harris Sliwoski, Fred worked overseas for more than a decade, in both government and private sector roles. Fred is a regular contributor to the award-winning China Law Blog and Canna Law Blog. Fred began his career overseas as a U.S. consular officer in Guangzhou, China, where he advocated for fairer treatment of American companies and citizens in China and for stronger intellectual property rights enforcement. After entering the private sector, Fred worked at a Shanghai law firm as a foreign legal advisor and later joined one of the oldest American law firms in China, helping foreign companies navigate the Chinese legal environment. He also led the legal team at a Hong Kong-based brand protection consultancy, spending most of his time out in the field, protecting clients against counterfeiters and fraudsters in Greater China, Southeast Asia and Latin America. In addition to his IP work, as a native Spanish speaker, Fred works closely with different Harris Sliwoski teams on Latin America and Spain matters. Fred also provides advice to cannabis industry participants and other businesses on import and export transactions. Fred is an ardent supporter of FC Barcelona—and would be even in the absence of Catalan forebears who immigrated to Puerto Rico in the mid-1800s. Harris Sliwoski Attorney Read more posts [email protected] Read More Intellectual Property (IP) Related Posts September 15, 2026 Your AI-Drafted China Contract Says It Needs a Lawyer. Listen to It. September 11, 2026 Forensic Accountants in China Business Litigation: How True Numbers Can Tell the Wrong Story September 4, 2026 China NNN Agreement or Trademark Registration? You Usually Need Both September 1, 2026 AI Didn't Replace Lawyers. It Gave Us the 48-Page Contract. August 27, 2026 Do I Need a China NNN Agreement or a China Manufacturing Agreement? Usually Both. August 26, 2026 China’s New Overseas Investment Rules: Can Your Chinese Investor Actually Get the Money Out? August 24, 2026 International IP Protection for Startups: What to Protect and Where August 19, 2026 The Documents Are the International Deal August 19, 2026 China Supplier Fraud in Yiwu: Why We Recommended the Police, Not a Lawsuit August 17, 2026 China Trademark Registration: Why U.S. Companies Need More Than a Filing Agent August 10, 2026 Buying Expensive Equipment from China: Seven Questions to Answer Before You Pay August 7, 2026 DDP Shipping Risks: What Boise Cascade’s Guilty Plea Means for U.S. Buyers August 6, 2026 Protecting Your Artwork Internationally: What Artists Need to Do Before the Work Travels August 5, 2026 Your China Employee Signed the Vacation Policy. You Can Still Lose. July 29, 2026 The RedNote Contract Lesson for Companies Doing Business in China Leave a comment Cancel reply