Taiwan’s IP Office Cancels "HUKO" Trademark Due to Likelihood of Confusion with "HUGO BOSS"

On July 28, 2026, Taiwan’s IP Office (“TIPO”) cancelled the trademark registration for “HUKO (Stylized)”, ruling in favor of German fashion brand Hugo Boss AG (“Hugo Boss”) after finding the contested mark confusingly similar to Hugo Boss’s iconic registered trademarks (e.g., Reg. Nos. 02377329, 02400729, 02270753, and 00478042, see below).

The contested trademark, “HUKO (Stylized)” (Reg. No. 02407749, see below), was filed by Guangzhou Huke Technology Co., Ltd. on April 2, 2024, and registered on October 16, 2024. The contested trademark covered goods in Class 3, including cosmetics, makeup, facial masks, perfumes, sunscreens, nail polish, shampoos, essential oils, and toothpaste. Hugo Boss filed an opposition on January 14, 2025, alleging that the registration of the contested trademark violated Articles 30.1.10 and 30.1.11 of Taiwan’s Trademark Act.

On July 28, 2026, TIPO ruled in the favor of Hugo Boss, finding that:

1.      The dominant visual and textual portions of both marks consist of four-letter arrangements starting with “HU” and ending with “O”, differing only by a single letter (i.e., “K” vs. “G”). Phonetically, “HUKO” and “HUGO” share identical first syllables and highly similar overall pronunciation, creating a relatively high degree of visual and verbal similarity.

2.      The retail, wholesale, and online ordering services for cosmetics and perfumery covered by Hugo Boss’s cited marks are related to the personal care goods designated by the contested trademark. They both serve similar purposes and meet similar consumer demands.

3.      Hugo Boss demonstrated substantial brand fame and consumer recognition in Taiwan for its "HUGO" fragrance and cosmetic product lines through official channels, department store counters, and extensive promotional campaigns. In contrast, the registrant of the contested mark failed to submit any supportive evidence of use.

In view of the above, TIPO concluded that the registration of the contested trademark violates Article 30.1.10 of Taiwan's Trademark Act because it creates a likelihood of consumer confusion. The registration of "HUKO (Stylized)" was cancelled accordingly.

Source: https://cloud.tipo.gov.tw/S282/S282WV1/#/written-result-details/disposition?issueKey=doNQI%2BOnAM4SpPty9nHCvSznyt5auFPGBPGA