TikTok Fights Brand Dispute as U.S. Negotiators Finalize Rescue Deal
Sep/17/2025
On September 16, TikTok filed a U.S. opposition against the 'TIKARTOKAR' trademark, covering furniture and household goods, arguing the mark could dilute its brand identity. The legal move coincides with high-stakes negotiations between Washington and Beijing over TikTok’s future in America. Under a draft framework, the app’s U.S. operations would shift to a new entity majority-owned by investors such as Silver Lake and Andreessen Horowitz, with Oracle managing domestic user data. ByteDance would retain a minority stake while licensing its prized algorithm. The deal, which President Trump said he would confirm with Xi Jinping, aims to satisfy national-security concerns and keep TikTok available to its 170 million American users. The opposition filing underscores TikTok’s determination to protect its trademarks even as it navigates one of the most politically charged corporate restructurings in recent memory.
