ASIA PACIFIC Trends and Developments Contributed by: Dongxiao Ma, Yuanchao Ma, Dan He and Peng Zhang, Zhong Lun Law Firm
tion, China, Japan, South Korea and certain other major Southeast Asian countries have gradually pro- moted and applied AI-powered examination systems, realising the integration of automatic classification, similarity search, risk prediction and evidence verifica- tion. Among them, the trade mark examination cycle in a few countries, such as China, has been greatly shortened to three to six months, while the examina- tion efficiency in most countries has also been signifi- cantly improved. At the stage of use and supervision, AI tools are being used to achieve global real-time monitoring. To address issues such as hidden trade mark infringe- ment through e-commerce keywords, trade mark dilution on social platforms, and the counterfeiting of packaging and decoration, AI can scan the entire net- work 24/7, conduct cross-border comparisons, trace the infringement chains and automatically preserve electronic evidence.
In terms of regional co-ordination, the interconnec- tion of trade mark data and law enforcement assis- tance under the RCEP framework has become more seamless. AI facilitates the sharing of cross-border infringement information and reduces cross-border compliance costs for enterprises. Overall, Asia-Pacific trade mark protection in 2026 is characterised by intelligent examination, global moni- toring, proactive governance and regional integration. AI makes trade mark protection more accurate, effi- cient and fair, helping to upgrade brand innovation and market order simultaneously.
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