Shanghai's cruise industry is thriving, attracting tourists eager to experience cruise travel. As the busiest international cruise homeport in the Asia-Pacific region, Shanghai Wusongkou International Cruise Terminal is a hub of activity, with ships such as Adora Magic City, Ms Westerdam, and Piano Land frequently docking and departing.

Since its maiden voyage on Jan 1, China's domestically built cruise ship Adora Magic City has completed 43 voyages by the end of June, carrying nearly 180,000 passengers – 50 percent of the national cruise tourism total. This success was achieved with support from local intellectual property (IP) authorities.

In line with Shanghai's Action Plan for High-quality Development of the International Cruise Economy (2023-25), Baoshan district is building a robust cruise industry cluster. The Baoshan district IP office has enhanced its "IP Service Express" system to support local cruise brands and promote high-quality industry development.

In April 2023, Baoshan district established an IP public service window at the district's administrative service center. Through this window, the "IP Service Express" team collects enterprises' innovation needs and customizes service solutions. China State Shipbuilding Corporation Cruise Technology Development Co Ltd (CSSC Cruise) has benefited greatly from this initiative.

Large cruise enterprises, such as CSSC Cruise, are engaged in diverse businesses where branding is crucial. When CSSC Cruise started brand building and brand design work, they encountered obstacles due to lack of management experience. The Baoshan IP office implemented its "IP Service Express" system to provide a customized service plan that recommended they focus on trademark registration in core categories such as merchandise sales, tourism services, and catering. This created a solid foundation for future development.

Now, CSSC Cruise has registered the trademarks "Adora Cruises" and "Adora Magic City" in core categories, providing solid legal protection for branding and promotion efforts.