Imabari City and the Imabari Towel Industrial Association (ITIA) of Ehime Prefecture in western Japan filed an opposition with the Chinese Trade Marks Bureau on May 25, 2018, after they found a Shanghai company had been allowed a trademark for the Chinese characters of "Imabari" (今治), the renowned towel brand in western Japan. The Chinese firm had apparently chosen the trademark classification covering towels.
"Imabari Towels" sell well in China and a coverage by a competitor would lead to decline in brand approval, the Imabari parties argue. Imabari dominates the Japanese market of domestically produced towels, and the towel quality is touted globally.
Imabari City and ITIA filed the opposition barely before the three-month window for oppositions closed. They actually won a similar case in 2014 when another Chinese company had sought a trademark for "Imabari" back in 2009, so this recurrence is a frustrating recurrence for them.
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