Media releases

Media Statement by the Intellectual Property Office of Singapore

11 September 2025

Clarification on matters relating to trade mark dispute between Target and Aupen

1      SINGAPORE, 11 September 2025 - There have been recent news reports and online discussions of a trade mark dispute involving Singapore-based Aupen and United States (U.S.) retailer Target. As some reports and comments contain factual inaccuracies, the Intellectual Property Office of Singapore (IPOS) would like to set out the background and facts on the matter.

Background: Trade mark dispute between Aupen and Target Brands, Inc. (Target) in the U.S.

2 Target, a U.S. retailer and owner of several brands, registered the “AUDEN” trade mark in both Singapore and the U.S. in 2018. Aupen, a Singapore-based company that started in 2022, applied to register the “AUPEN” trade mark in Singapore and the U.S. in 2023.

3 IPOS registered the “AUPEN” trade mark in Singapore in 2023 after assessing Aupen’s application in accordance with our laws.

4 On the other hand, Aupen’s application for registration in the U.S. through the US Patent and Trademark Office, is facing potential opposition from Target. According to a letter that Aupen published, Target has stated that their customers in the U.S. might be confused by the “AUPEN” brand given phonetic and visual similarities to Target’s “AUDEN” brand. The letter emphasised that the “AUDEN” trade mark has been in use since 2019. The potential dispute would take place and be heard in the U.S.

5 In Singapore, since the “AUPEN” trade mark has already been registered, to challenge it if it so desired, Target would have to commence proceedings either at IPOS or the High Court, depending on the specific legal issues raised.

6 The trade mark system in most jurisdictions, including Singapore, strikes a balance between helping businesses secure their brand identity quickly, and ensuring that businesses actively use their trade marks in commerce and not just hold them defensively or speculatively. These features and safeguards allow local and foreign businesses to register their trade marks before commencing trade. Singapore’s IP regime is anchored on fairness and transparency to foster confidence amongst businesses of all sizes and nationalities

Clarifications on news reports and social media discussions

7 IPOS would like to clarify several factual inaccuracies in recent media reports and social media posts since 8 September 2025, including some that were attributed to Aupen’s spokesperson.

8 These inaccuracies include reports that IPOS had advised Aupen to “back down because they will prioritise foreign investments”; told Aupen that “there was a high chance of losing” and to “stand down”; and said “IPOS explained this is in line with Singapore’s national policy – the mandate to make the country attractive for multinational corporations.”.

9 IPOS would like to clarify that it made no such statements or provided such advice. As Singapore’s IP registry, the role of IPOS is to register IP rights and promote IP awareness. It is neither in our IP regime’s mandate nor in IPOS’ interest to prioritise any company over another. IPOS does not provide legal advice on trade mark or IP issues to companies which should seek independent legal counsel.

10 IPOS understands the anxiety of local companies facing trade mark disputes. IPOS had contacted and met with Aupen on 1 September 2025 to offer them support after hearing about the potential opposition that they faced. Specifically, IPOS provided information to Aupen on Singapore's trade mark registration and opposition procedures. IPOS officers explained that Singapore's trade mark application process includes a window for any parties to oppose the registration of a trade mark.

11 IPOS also assured Aupen that its existing trade mark registration on Singapore's register remained valid, which continues to be the case. Unless and until there is a successful challenge in Singapore, Aupen’s trade mark registration in Singapore is valid.

12 As Aupen enquired about "cancelling trade marks in Singapore", IPOS provided the relevant information and options. IPOS also advised Aupen to seek independent legal counsel.

IPOS’ commitment to support local businesses

13 Singapore is home to numerous successful local brands that have secured trade mark protection both domestically and overseas. It is our wish to see more home-grown brands succeed internationally.

14 Each year, IPOS supports hundreds of local SMEs directly or indirectly. IPOS endeavours to provide information and advice on procedural matters. As an impartial IP registry, IPOS refrains from advising companies on the merits of different legal choices. Instead, companies are asked to seek independent professional counsel for the latter.

15 IPOS collaborates regularly with partners such as the Singapore Business Federation to promote IP awareness and brand building. In addition, IPOS offers resources, tools and initiatives to help businesses in Singapore navigate their IP challenges and opportunities. We encourage enterprises to access a suite of IP services available on the GoBusiness IP Grow portal for further assistance.

For further enquiries, please contact:

IPOS

Mr Alvin Hang
Director, Media & Communications
Tel: +65 8181 3456
alvin_hang@ipos.gov.sg

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