Despite the absence of bad faith on the part of the applicant and disregarding the trade mark law ‘first-to-file’ principle, strictly applied in China, the Beijing IP Court upheld the Chinese Trademark Review and Adjudication Board (TRAB) decision that the Trunkbow trade mark application should be denied registration. Allowing the earlier filed trade mark to be registered would have harmed the public interest and stability of the market, as it would lead to public confusion in light of the fame and reputation of Tencent's Weixin.