TikTok Broadens Its Reach While Guarding Its Brand
Aug/22/2025
On August 22, TikTok requested additional time to oppose Chengdu Jincheng Zhangpeng Technology’s 'DOUBAO' trademark, filed for cosmetics and skincare. Earlier this month, TikTok also submitted a broad application for TIKTOK PLUS in the United States, spanning operating systems, digital currency services, loyalty programs, and cloud-based infrastructure. Taken together, the filings illustrate a dual strategy: defending the TikTok brand in an increasingly competitive global marketplace while positioning TikTok Plus as a versatile extension of its platform, integrating software, monetization, and consumer engagement. In line with this focus on brand vigilance, we are introducing a new monitoring feature for U.S. customers that tracks trademarks originating from mainland China. The service delivers research results in a clear, accessible format, including English translations of Chinese company names and marks—enabling American businesses to identify and evaluate potential brand conflicts with greater ease.
