James Choi


Hong Kong



+852 3752 3853

James Choi

James is an IP specialist with extensive experience in handling IP litigations, contentious, enforcement and advisory matters in Hong Kong and Mainland China. He has served world famous luxury brands, dual listed PRC tech giant, a HK unicorn, MNCs, Fortune 500 companies, and HK listed companies.

He is admitted as a solicitor in Hong Kong, and also passed the Greater Bay Area Legal Qualification Examination.

James has strong experience in managing contentious IP proceedings portfolio where he handled over 200 cases in over 40 jurisdictions for the PRC technology giant – Alibaba Group. He also represented the client in various domain name disputes, company name complaints / litigations and online brand protection matters.

James also served prestigious luxury and fashion brands such as Louis Vuitton, Christian Dior, Tiffany & Co., Givenchy, Loewe, Celine, Kenzo, Versace, Michael Kors, Abercrombie & Fitch in handling large number of IP enforcement and litigation matters in Hong Kong and Mainland China. In particular, he has successfully obtained mareva injunctions for multiple brands before, and also handled a widely reported copyright infringement and passing off case for Louis Vuitton against Belle International in relation to the popular Archlight sneakers (HCA 776/2019).

Further, he has assisted clients in the entertainment industry where he represented the Hong Kong Karaoke Licensing Alliance Limited (“HKKLA”) in their Copyright Tribunal dispute against Neway (the biggest Karaoke Chain in HK) (CT 2/2010), involving over HK$90M of licensing fees for Neway’s use of their karaoke music videos. The case lasted over a decade and resulted in a first ever judgment handed down by the Copyright Tribunal.

He represented the Hong Kong Recording Industry Alliance (1 of 6 registered copyright licensing bodies in HK, which represents multinational record companies such as Warner, Sony, Universal etc., “HKRIA”) in handling their copyright infringement action against Metro Broadcast Corporation (an HK radio broadcaster) (HCIP 42/2021).

James has also acted for Unionpay (Chinese bank card association founded by 85 financial institutions in PRC) in a copyright, trademark and passing off dispute (HCA 863/2018).

In addition, James has in the past issued complicated IP legal opinions (both English and Chinese) concerning company listings on the Main Board of the HK Stock Exchange, and advised clients on privacy policies, IT service agreements, distributorship agreements, NDAs, celebrity endorsement agreements, ecommerce agreements, manufacturing agreements, sponsorship agreements, website terms and advertising compliance issues.

James also has experience in handling employment matters, compliance projects and cyber fraud money recovery actions.

James is a Council Member of the Licensing Executives Society China, Hong Kong Sub-Chapter and an Executive Committee Member of the Hong Kong Automation Technology Council.

James speaks fluent Cantonese, Mandarin and English.