Answer from PUYIZHICHAN:
As a Singapore snack brand, it is not legally mandatory to register a trademark in China. However, from the perspectives of commercial protection and channel expansion, it is strongly recommended to register in advance. Registering a Chinese trademark not only helps the brand smoothly enter mainstream sales channels, but also effectively avoids legal risks, laying a solid foundation for long-term development.
Mainstream sales channels in China have clear requirements for trademarks. A registered trademark serves as a "pass" for brand entry:
E-commerce platform requirements: Most platforms such as Tmall, JD, Douyin, and Pinduoduo require a Chinese trademark registration certificate to open an official brand store. Without a trademark, it will be difficult to settle in.
Offline channel access threshold: High-quality supermarkets, chain convenience stores, imported food collection stores, etc., mostly require brands to hold a registered Chinese trademark.
Customs clearance and brand recordal convenience: Although customs clearance does not mandate a trademark, holding a Chinese trademark simplifies the brand recordal process, improves clearance efficiency, and reduces the risk of cargo detention.
Enhance consumer trust: Chinese consumers generally regard a formal registered trademark as a sign of "reliability and compliance," which helps strengthen brand credibility and market competitiveness.
Trademark rights are territorial. A trademark registered in Singapore is not protected within China. Combined with China's "first-to-file" principle, non-registration brings the following risks:
Brand squatting: Others may file the application first. Once squatted, the brand owner either has to buy back the trademark at a high price or be forced to change the brand name, wasting all prior investments.
Difficulty in enforcement: When facing counterfeiting or misappropriation, an unregistered trademark cannot obtain exclusive rights protection, making it difficult to pursue legal action. Brand reputation and market share will be eroded.
Class 29: Processed nuts, jerky, dried fish, jelly, and other processed snacks.
Class 30: Candies, chocolate, biscuits, puffed food, coffee, tea, and other mainstream snacks (core class).
Class 35: Advertising, e-commerce sales, import and export agency, etc. (essential for channel operations).
Acceptance issuance: approx. 1 month
Substantive examination: approx. 3 months
Publication for opposition: 3 months
Total process: approx. 7 months
Currently, valid registered trademarks in China exceed 50 million, and trademark resources are becoming increasingly tight. Whether you plan to apply immediately or not, you must complete a trademark search before entering the Chinese market. If you use a mark without searching, you may face infringement risks due to similar existing trademarks, leading to product removal or fines. Submitting an application without searching also has a high chance of rejection, wasting time and fees and delaying market entry.
We recommend that Singapore snack brands follow the principle: "Search first, register early, and proceed in parallel."
First, complete a trademark search to confirm that your brand is not registered or has no similar marks in the core Classes 29, 30, and 35.
Give priority to registering the above three classes to ensure legal protection.
Simultaneously proceed with trademark registration, product import recordal, and customs clearance procedures — achieve the goal of "trademark before market entry" to clear the way for the brand to enter the Chinese market smoothly.
