On the afternoon of May 4 (London local time), the Thematic Forum of the China Trademark Association (CTA) — themed "Challenges of Brand Globalization in the AI Era: Learning and Innovation" — was successfully held at the Excel London exhibition centre. The forum was organized by CTA and hosted by NTD IP Attorneys (NTD). As a key China-focused event during the INTA 2026 Annual Meeting, the forum brought together leading experts from China's judiciary, technology companies, and IP service sectors to engage in in-depth discussions on AI‑empowered trademark management, cross‑border brand protection, and other cutting‑edge topics. It attracted significant attention and participation from international attendees.
As the exclusive host of the forum, NTD was responsible for overall planning, speaker invitation, and on‑site execution. Christopher SHEN, Senior Partner of NTD and Vice President of CTA, served as the moderator, guiding the session with a steady and professional presence and leading high‑quality dialogue on the opportunities and challenges of brand globalization in the AI era. NTD's efficient organization and professional presentation were highly praised by the organizers and attendees alike.
Forum Highlights: Distinguished Speakers Share Cutting‑Edge Insights
Heather Steinmeyer (Chief Policy Officer, INTA) stated in her opening remarks that INTA and CTA have long collaborated effectively in the areas of brand protection, development, and event participation. She expressed a commitment to deepening cooperation to address new challenges in the AI era. She emphasized that INTA will continue to monitor trademark developments in China, strengthen coordination with relevant Chinese authorities, and assist global members in protecting their trademark rights in China and worldwide, building convenient bridges for international cooperation.
Dongping WU (Vice President and Secretary General of CTA) noted in his speech that CTA, as China's national professional association in the trademark field and a trade organization for trademark agencies, will continue to research issues concerning trademark and brand protection in the AI era, propose relevant solutions, and support the advancement of brand globalization and economic development. He stated that the forum was organized precisely to bring together global wisdom, promote international exchange and cooperation, and jointly address the new challenges of the AI era. He also extended an invitation to the 16th China International Trademark & Brand Festival to be held on November 6 in Xiamen, China, welcoming global colleagues to join the event.
Judge Jing ZHAO (Hebei High People's Court) used the "Lafite" case as an example to systematically explain the principles of "strict protection" and "equal protection" in China's trademark judicial practice. In the case, the defendant was ordered to pay RMB 79.17 million in damages for willful infringement, demonstrating the strong judicial protection that Chinese courts afford to well‑known foreign‑related brands.
Ying GUO (Director of Intellectual Property Operations and Brand Cooperation, Taobao & Tmall Group, Alibaba) shared insights on the application of AI technology in platform IP governance. He noted that Taobao & Tmall manages over 2 billion products and serves more than 1 billion consumers. He explained that AI has significantly improved governance efficiency and helped merchants reduce costs while increasing efficiency, though it also brings new challenges such as trademark ownership issues. He introduced the platform's AI‑generated content protection mechanism, which has already intercepted over 500,000 misleading or non‑compliant images.
Sally ZHU (Director of Trademark and Brand Legal Team, ByteDance) discussed the application prospects of AI technology in trademark management. She proposed that AI can empower the entire trademark lifecycle, including searching, naming, and other tasks. She emphasized that the core value of AI lies in shifting decision‑making from experience‑based judgment to data‑assisted decision‑making, while also setting clear expectations for service providers in terms of technology and processes.
Lixia ZHAO (Senior Legal Director of Trademarks, Huawei) shared how foreign suppliers play a critical supporting role in the brand globalization of Chinese enterprises. She introduced Huawei as a leading global provider of ICT infrastructure and smart devices, operating in over 170 countries and regions, with R&D investment reaching RMB 192.3 billion in 2025, accounting for approximately 21.8% of annual sales revenue. In managing overseas suppliers, Huawei strictly follows relevant guidelines, employing standardized supplier selection and performance evaluation processes to build a stable and efficient global supply chain that supports the company's brand globalization and high‑quality development.
Xiang PU (CEO, IP House) unveiled and interpreted the "2026 Statistical Analysis Data 40 on the Service Capabilities of Chinese Foreign‑Related Trademark Agencies". This report was jointly compiled by China Trademark magazine and IP House under the guidance of CTA, and serves as an important reference for foreign enterprises seeking trademark agency services in China. He noted that trademark applications by foreign enterprises in China peaked in 2021 and then declined. As of the end of 2025, foreign enterprises held 2.2157 million valid trademark registrations in China. He observed that Chinese trademark agencies are increasingly leveraging data to help foreign rights holders efficiently secure and enforce their rights and improve service quality. NTD recognized for its outstanding foreign‑related service capabilities, was once again included in the TOP 40 ranking.
NTD's Strength: A Professional Host, Amplifying China's Voice to the World
From hosting the forum to professional moderation, from agenda design to on‑site execution, NTD participated deeply in this year's INTA Annual Meeting in a dual capacity — showcasing the professional standards of Chinese IP service providers and putting into action its mission of "building a bridge for IP exchange between China and the world".
Looking ahead, NTD will continue to uphold its philosophy of "Professionalism as Foundation, Clients First". By actively engaging in global IP governance and delivering forward‑looking professional services, NTD will support Chinese brands in going global and assist international brands in establishing a strong presence in China.
