EU Court Blocks 'Gotcha' Trademark Appeal Against Gong Cha

The General Court of the European Union dismissed a company's attempt to revive its 'Gotcha' trademark registration. The court ruled that customers might mix up the mark with the global bubble tea brand Gong Cha.

The decision upheld an earlier finding of likelihood of confusion between the marks. The applicant had sought to overturn a refusal or opposition decision related to the competing signs.

This ruling reinforces the EUIPO's assessment that the marks are sufficiently similar in the context of relevant goods and services. The case highlights ongoing scrutiny of trademark similarity in the food and beverage sector.

The judgment was reported on September 9, 2026.