2026 年 7 月 27 日，泰国专门案件上诉法院对瑞幸咖啡诉泰国 50R 集团恶意商标抢注案作出终审判决，维持一审全部胜诉裁定，该案创下泰国知识产权侵权赔偿金额历史纪录，也是泰国司法首次正式确立 “商标恶意抢注” 裁判标准。
据悉，泰国 50R 集团为专业商标投机企业，早在 2018 年抢先在泰国注册 “LUCKIN COFFEE” 英文、鹿头图形全套商标，彼时瑞幸尚未布局东南亚市场。抢注成功后，该集团同步开设 Shopee、Lazada 线上咖啡店铺，线下落地数十家仿冒门店，LOGO 仅微调鹿头朝向、增加泰文标识，线上低价售卖咖啡饮品、周边产品，刻意混淆消费者认知；侵权企业甚至反向起诉瑞幸，索要 100 亿泰铢天价赔偿。
长达五年维权周期内，案件历经一审胜诉、二审改判败诉、重新起诉、终审翻盘多轮波折。本次终审法院认定 50R 集团属于典型恶意囤积、抢注知名品牌商标牟利行为，判决撤销被告全部涉案注册商标，永久禁止线上电商、线下门店使用瑞幸相关标识；一次性赔付 1000 万泰铢基础赔偿金，同时自起诉之日起每日追加 10 万泰铢持续侵权罚金，累计总赔偿超 9500 万泰铢（折合人民币约 2000 万元）。
行业分析指出，东南亚多国实行 “先申请先注册” 商标制度，大量职业商标海盗批量抢注中国出海品牌，依托本土电商平台变现。本次判例为茶饮、餐饮、零售出海企业提供维权范本，企业出海前需提前布局目标国家商标，定期监测线上平台山寨店铺，降低恶意抢注损失。
On July 27, 2026, the Thai Court of Appeal for Special Cases issued its final judgment in the Luckin Coffee v. Thailand's 50R Group for malicious trademark squatting, upholding the first instance ruling in its favor. This case set a record for the highest amount of intellectual property infringement damages in Thailand and marked the first time the Thai judiciary formally established a standard for judging "malicious trademark squatting."
It is understood that Thailand's 50R Group is a professional trademark speculator. As early as 2018, it preemptively registered the complete set of trademarks for "LUCKIN COFFEE" (English and deer head graphic) in Thailand, before Luckin Coffee had even entered the Southeast Asian market. After successfully squatting the trademarks, the group simultaneously opened online coffee shops on Shopee and Lazada, and established dozens of counterfeit stores offline. The logos were only slightly modified, with the deer head facing different directions and Thai lettering added. The counterfeiters sold coffee drinks and related products online at low prices, deliberately confusing consumers. The infringing company even filed a countersuit against Luckin Coffee, demanding a staggering 10 billion baht in damages.
During the five-year legal battle, the case went through multiple twists and turns, including a first-instance victory, a second-instance reversal, a re-suit, and a final appeal. In this final appeal, the court ruled that 50R Group's actions constituted typical malicious hoarding and trademark squatting for profit from well-known brands. The court revoked all of the defendant's registered trademarks and permanently prohibited the use of Luckin Coffee-related logos on online e-commerce platforms and in physical stores. A one-time basic compensation of 10 million Thai baht was ordered, along with an additional 100,000 Thai baht daily penalty for continued infringement from the date of the lawsuit, bringing the total compensation to over 95 million Thai baht (approximately 20 million RMB).
Industry analysis points out that many Southeast Asian countries implement a "first-to-file" trademark system, leading to a large number of professional trademark pirates registering Chinese brands overseas in bulk and monetizing them through local e-commerce platforms. This case provides a model for rights protection for tea, catering, and retail companies expanding overseas. Companies should proactively plan their trademark registrations in target countries before venturing abroad and regularly monitor counterfeit stores on online platforms to reduce losses from malicious trademark squatting.