Trump Company Moves to Protect Brand in Chinese Gambling Hub

A Trump Organization representative did not respond to a request for comment on Monday. The South China Morning Post reported on the filings on Sunday.

Macau, a former Portuguese enclave on China’s southern coast that returned to Chinese control in 1999, is the only part of China where casino gambling is legal. After it opened up its gambling monopoly in 2001, new casinos and an influx of visitors from mainland China led to a full gambling boom, attracting American companies like Las Vegas Sands and Wynn Resorts. The tiny enclave surpassed the Las Vegas Strip for total revenues in 2006.

Mr. Trump began operating casinos in Atlantic City in the 1980s, eventually running four that held as much as about 30 percent of the city’s gambling market in the 1990s. His casino companies sought bankruptcy protection multiple times, and he quit the board in 2009.

Trump trademark applications in Macau go back to 2006 and include “Trump,” “Donald J. Trump,” “Trump Tower,” “Trump International Hotel and Tower” and “Chun Pou” — a Cantonese version of Mr. Trump’s name.

The licenses issued after Macau opened up its gambling monopoly will soon begin to expire, which could open the market further.

“Gaming concessions for the six casino operators in Macau will expire between 2020 to 2022,” Desmond Lam, an associate business professor at the University of Macau, said by email. “The industry is still somewhat unclear what will happen to these concessionaires after that. Recently, there have been some rumors that the Macau government may allow a seventh operator to enter this market.”

The Trump business has picked up efforts to protect its name in mainland China as well. China approved a Trump trademark for the use of his name in construction services in February, shortly after he acknowledged he would maintain American policy toward Taiwan, a key issue for China’s leaders. The president’s critics said the episode showed how his company’s overseas endeavors create a perception problem and expose him to potential conflicts.

The Trump business now holds at least 123 registered or provisionally approved trademarks in mainland China for a variety of services and products. Last month a trademark for the Trump name in relation to hotel restaurants was officially registered. Mr. Trump has no businesses in China, but the trademarks give some protection of his name in a country where knockoffs are commonplace.

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