How the fastest growing fast-food brand went global with the Madrid System
MIXUEBINGCHENG Co., Ltd ("MIXUE") started out life as a modest ice cream stall in the streets of Zhengzhou in China’s Henan Province in 1997. Today, it’s a household name across China and beyond, serving up ice cream, fruit drinks, teas, and coffee, to millions every day.
When it came to protecting its brand in foreign markets, WIPO’s Madrid System was a game changer for MIXUE. “Different trademark standards and procedures across our target markets made global trademark protection extremely complex,” the company explains. “Our products span multiple classes of goods and services, and registering trademarks in each country is expensive.
The Madrid System provided MIXUE with the breakthrough solution it needed to protect AND manage its brands in its different markets worldwide.
Find out more about why they chose the Madrid System and how they are using it to seek protection of their brands in a staggering 94 of the 131 markets covered by the Madrid System.
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