The city’s first trademark guidance office opened in downtown Huangpu District yesterday to help established local brands expand into the global market.

Over 10 well-known local brands, such as Laofengxiang Jewelry, wool producer Hengyuanxiang and state-owned hotel operator Jinjiang Group, have applied at the Trademark Innovative Development Guidance Center to register their trademarks worldwide.

Laofengxiang Jewelry has applied to register its trademark and brand in 10 countries across Asia and Europe as it prepares to expand into these regions, said Cai Xujiao, deputy director of Laofengxiang Co’s law department.