One of the most important factors considered by the Chinese Court of competent trademark authorities is whether the mark is well-known worldwide. It is not, however, the sole factor in making the determination of whether the mark will be recognized as a well-known mark in China. The time of use, reputation and promotion of the trade mark in China are all very important factors in deciding whether a trademark is well-known or not.

If a trademark is well-known in many countries outside China, but has never been promoted in China and is not familiar to the Chinese public, it is unlikely that the trademark will be recognized as a well-known mark