Dior prevailed in trademark dispute for its famous “J’ADORE” trademark

On June 11, 2025, the Petitions and Appeals Committee of Taiwan’s Ministry of Economic Affairs (the “Committee”) ruled in the favor of Dior, affirming the determination of Taiwan’s IP Office (“TIPO”) that the contested trademark shall be canceled due to likelihood of confusion with Dior’s famous “J’ADORE” trademark (no. 00832697, see below).

The contested trademark, “J’adore” (no. 01524570, see below), was filed on October 28, 2011, and granted on July 1, 2012, designated for use in goods in Class 9, including eyeglasses, components for eyeglasses, and optically corrective lenses. Dior filed invalidation on January 15, 2024, alleging violation of Article 30.1.11 of Trademark Act.

On December 27, 2024, TIPO sided with Dior. Although Dior’s “J’ADORE” covered fashion products like perfumes and fragrances, which were different from the eyeglasses products designated by the contested trademark, TIPO found eyeglasses are often used as fashionable and decorative accessories. As such, using a mark that is identical to Dior’s famous trademark, even though in different product category, may still create confusion. The registrant appealed, arguing that Dior’s evidence was insufficient to prove that its “J’ADORE” was famous prior to 2011, and that the designated products of the two trademarks were unrelated. 

The Committee rejected the registrant’s appeal based on the following:

1.        Based on the evidence submitted by Dior, aside from international marketing and sales records, there were sufficient local materials backing the well-known status of “J’ADORE”. For example, coverage in Taiwanese newspapers, Dior’s own webpage, presence in popular department stores like SOGO, Taipei 101, Far Eastern, Shin Kong Mitsukoshi, etc., and the records of online news reports from 1999 to 2011, all showed that when the contested trademark was filed in 2011, Dior’s “J’ADORE” had been famous in the field of perfumes and fragrances. TIPO’s finding was well supported by the submitted evidence.

2.        As to the difference in designated product categories, the Committee found that TIPO was correct in finding relatedness between the products covered by the two trademarks. In fact, it is quite common for eyeglasses to be marketed as fashion items, which could pair with other accessories to enhance one’s personal appearance. To this extent, the products covered by the contested trademark are related to Dior’s perfumes and fragrance, which were used to improve personal appeal. 

3.        Further, “J’ADORE” is not a common word. Registrant’s choice of using exactly the same word as trademark in a related product category could not be reasonably explained as a mere coincidence. The Committee therefore considers the filing of the contested trademark was based on bad faith.

In view of the high degree of similarity, the well-known status of “J’ADORE”, the relatedness of the designated products, and the bad faith in filing the contested trademark, the Committee upheld TIPO’s decision to cancel the contested trademark. 

Source: 

The Committee’s decision:

https://pamsdmz.moea.gov.tw/pams-public/api/download/20250713_decisionDownload-A411401026_102743_871_8drbTKdXlR/

TIPO’s decision:

https://cloud.tipo.gov.tw/S282/S282WV1/#/written-result-details/disposition?issueKey=doNWI%2BOrAcoQofvg68kjaChqTE4zSKn8QOKZ