Protection for treasured trademark

Whatever it is called - "Meicheng" or "Meisun" - it refers to the self-proclaimed "Hong Kong" mooncakes that are causing a storm in the mainland and Hong Kong.

The manufacturer pleaded innocence to accusations that its livestreamed sales had misled buyers, saying the brand is registered in Hong Kong. It also produced a certificate of registration as proof, despite the fact the mooncakes were made in the mainland.

So, what is the place of origin of the mooncakes - Hong Kong or mainland?

Most Hongkongers would likely point to the mainland, knowing that while Hong Kong is known as the birthplace for various top mooncake brands, "Meicheng" or "Meisun" have never been heard of until the controversy.

Still, this particular brand of mooncakes was unavailable in the city though they sold like hot cakes in the mainland with the help of influencers such as Hong Kong celebrity Eric Tsang Chi-wai during livestream sales.

Claims that the manufacturer misled consumers into buying the mooncakes are being investigated by mainland authorities in Hefei where a social media network run by a group of influencers is based and in Guangzhou where the mooncakes were made.

Major e-commerce platforms including Tmall and JD have removed the mooncakes from their shelves, but not before thousands of customers bought them based on the belief that they were buying "Hong Kong" mooncakes.

What will the investigations discover? It would be something to monitor.

However, there can be a number of things to learn from the incident for the time being.

First, it is absurd that so many people are ready to place so much trust in someone they know by name only. Do the buyers know the livestreaming influencers very well? It is surprising that they believed in them so readily.

Take the case of US megastar Taylor Swift, whose endorsement of Democratic Party candidate Kamala Harris may lead to some Swifties voting for Harris in the presidential election. But do the Swifties know Harris more after the debate in which she basically revealed little substance?

It is often the celebrity effect that the audience should be cautious about.

Secondly, the scramble to link a product to Hong Kong shows Hong Kong remains a treasured trademark. Otherwise, would the mooncake manufacturer in the current incident have gone to such lengths to register the brand here?

Remember one of the city's oldest brands, Liu Ma Kee? Although the tofu was sourced in the mainland, the family-run business kept the critical step of flavoring the fermented tofu in Hong Kong. Still, its "Hong Kong" claim drew the attention of authorities.

It is obvious that in contrast to being "China," being "Hong Kong" is a status symbol not only for local businesses but also some from the mainland.

When the US acted to equate "Hong Kong" products to "China" products amid the trade war, Hong Kong merchants were anxious to retain the "Hong Kong" trademark for their products.

The government must spare no efforts to protect this vital trademark from abuse.