A viral video taken by a Filipino overseas worker shows a fast food restaurant in Guangxi, China which uses the name “JuyRulBee,” and whose store front carries the logo of the Jollibee mascot.
The video also shows that the menu, counters and food display inside the restaurant look like a Jollibee restaurant although the words are in Chinese.
In a statement, Jollibee said that the “JuyRulBee” store has been brought to its attention and its legal team has taken steps to protect its trademark rights.
As a general rule, trademark protection is territorial. A trademark is protected and enforceable only in the countries where it is registered. The exception is internationally well-known trademarks, which may be protected even in countries where they are not registered.