In a trademark opposition initiated by Chanel, Taiwan’s IP Office (“TIPO”) ruled in the favor of the fashion brand, cancelling the contested trademark for likelihood of confusion with Chanel’s well-known “COCO” trademarks (Reg. No. 00102776, 00438289, 01781763, 00624792, 00670814, and 00859991, see below).
The contested trademark, “ECOCO” (Reg. No. 02402941, see below), was filed on January 25, 2024 by Peng Mei International Co. Ltd. (“Peng Mei”), and granted on September 16, 2024. “ECOCO” was designated for use in services in Class 35, including advertising, SEO, marketing consulting, retail and wholesale of cosmetics, retail and wholesale of apparel and accessories, retail and wholesale of beauty tools, online shopping, etc. Chanel filed an opposition on December 16, 2024, alleging violation of Articles 30.1.10 and 30.1.11 of Trademark Act.
On November 25, 2025, TIPO ruled in favor of Chanel based on Article 30.1.11 of Trademark Act, finding that:
1. Chanel’s “COCO” trademarks have been well-known in Taiwan, supported by extensive and continuous evidence of trademark use, including advertisements in various magazines and news media, marketing events, exhibitions, and TIPO’s prior determinations. TIPO concluded that prior to the filing date of “ECOCO” trademark, Chanel’s “COCO” trademarks had already become famous in product categories such as perfumes, cosmetics, clothing, etc.
2. Both “ECOCO” and “COCO” consisted of the letters of “COCO”, with a minor difference in the addition of the initial letter “E” in the contested trademark. From the perspective of ordinary consumers, “ECOCO” is verbally and visually similar to “COCO”.
3. Even though “COCO” is a word with ordinary meaning, through Chanel’s long-standing and extensive use and marketing, the mark has acquired strong brand recognition among the relevant consumers. Taiwan’s consumers should be more familiar with Chanel’s “COCO”.
4. While the contested trademark was not designated for cosmetics products, but rather for online shopping, advertising, marketing, and retails for cosmetics and beauty products, TIPO noted that these services are closely related to the sales and promotions of cosmetics, or are commonly used by ordinary consumers to search for or purchase such products. Hence, TIPO considered Peng Mei’s designated services to be related to Chanel’s designated perfumes, cosmetics, and apparel products.
5. In view of the well-known status and distinctiveness of “COCO”, the similarity between “ECOCO” and “COCO”, the strong brand recognition established by Chanel, and the relatedness between Peng Mei’s designated services and Chanel’s product categories, TIPO concluded that the registration of “ECOCO” would likely create confusion with Chanel’s “COCO” trademarks. Peng Mei’s “ECOCO” trademark was cancelled accordingly.
Source: https://cloud.tipo.gov.tw/S282/S282WV1/#/written-result-details/disposition?issueKey=doNRI%2BOqA8cSrPtx7fxgaWBVEmoT2VUzKJ3T




























