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The article presents a discussion on the benefits of fame in China. Trade mark owners and practitioners are taking some time to accept that the official list of well-known trade marks or general category of well known trade mark status no longer exists in China. China made significant changes to the protection of well-known trade marks as part of a recent overhaul of its trade mark laws, bringing them more into line with international practices. The revised laws and regulations offer protection, on a case by case basis, to both registered and unregistered well-known trade marks against use and registration of marks which are reproductions, imitations or translations of another's well-known trade mark.