TRINITI JUREX represented the international lifestyle brand BURGA (owned by Lithuanian company Hautica) in a high-stakes trademark dispute in China. As BURGA expanded its global footprint and sought protection in nearly 50 jurisdictions, it faced a major obstacle in China: a local individual had filed various versions of the BURGA trademark in bad faith—including Latin and Chinese characters, double letters, and stylistic variations.
The China Trademark Office initially refused BURGA’s applications due to these prior conflicting filings. Acting on behalf of BURGA, TRINITI JUREX led the legal strategy and coordinated with local counsel in China to initiate cancellation proceedings.
After nearly a year of legal action, the bad faith trademarks were successfully invalidated, enabling BURGA to proceed with registration in this critical market. This outcome not only cleared a major roadblock to BURGA’s expansion in Asia but also exemplified TRINITI JUREX’s expertise in cross-border IP enforcement.
While many companies assume that enforcing IP rights in China is a lost cause, this case demonstrates that with the right legal approach and experienced representation, it is absolutely possible to prevail—even against seemingly entrenched bad faith filings. TRINITI JUREX remains BURGA’s trusted legal partner, ensuring its trademark rights are protected in line with its ambitious global growth.
