Disney Sues Hong Kong Company: International Battle Over Trademark Infringement of Mickey Mouse Jewelry

1 Introduction: The Celebration and Dark Clouds of the "Public Domain Year One"

On July 16, 2025, a lawsuit filed in the Los Angeles Federal District Court sent shockwaves through the global creative industry. The plaintiff was The Walt Disney Company, and the defendant was Hong Kong's Red Earth Group. Disney alleged that the rings, necklaces, and earrings from the company's online brand "Satéur" under the "Mickey 1928 Collection" misled consumers into believing they were official products and infringed on Disney's registered trademarks.

Less than a year after the 1928 version of Mickey Mouse entered the public domain, allowing its free use, the "Public Domain Year One," which was a mix of optimism and confusion, was already facing the harsh reality of legal battles.AP News

2 The Echo of 1928 Mickey and Trademarks

The 1928 short film "Steamboat Willie" was a groundbreaking work that combined animation with synchronized sound at the end of the silent film era, marking Mickey's first step toward becoming a global star. On January 1, 2024, this early version entered the public domain after the 95-year U.S. copyright protection period expired. However, Disney has continued to maintain numerous trademark registrations for the phrase "Mickey Mouse" and later designs. In fact, even after 2024, Disney has steadfastly maintained the recent versions of Mickey in theme park merchandise and video content, preserving brand image consistency.Northeastern Global Newsweb.law.duke.edu

3 The Core of the Lawsuit: What Did Red Earth Do?

According to the lawsuit, Red Earth promoted phrases like "the perfect gift for Disney lovers" and "the ultimate homage to Steamboat Willie" on its e-commerce site, incorporated the silhouette of the 1928 character into stone-set decorations, and suggested an "official feel" through extensive social media advertising. Disney condemned this as a "ruse" that deliberately exploited the public domain context to circumvent trademark rights, seeking an injunction and damages.Star TribuneSatéur

4 Satéur: The Light and Shadow of a Rapidly Growing Jewelry D2C

Founded in 2019, Satéur is an emerging D2C company that achieved viral success with its low-cost moissanite bridal rings, reaching annual sales of $50 million without TV commercials. The founder advocated for the "democratization of luxury" and recently shifted towards an IP collaboration route. However, the high cost of obtaining official licenses was a challenge, and the "use of public domain IP" was emphasized as a business strategy in investor presentations—making the choice of Mickey 1928 inevitable.

5 Copyright and Trademarks: Similar Yet Distinct Protection Systems

Copyright inevitably expires after a certain period, but trademarks can retain their effectiveness indefinitely as long as they are renewed. Disney has established a multi-layered trademark barrier, including Mickey's silhouette, name, font, and even the iconic red pants design. Daniel Martin, a legal scholar at Northeastern University, points out, "Even if a character becomes public domain, trademark infringement can occur if it causes confusion about the source. Trademarks are a system to protect the 'source-indicating function' of goods."Northeastern Global News

6 Expert Perspective: The "Minefield" of Unlocking Business

Juana Cajiao Reina, an intellectual property lawyer in Colombia, warns, "Startups rushing to commercialize based on expired copyrights are increasing rapidly, but they will inevitably stumble if they do not account for complex risks such as trademarks, publicity rights, and unfair competition laws." She analyzes that Disney's current lawsuit is less of a "showcase" and more of an intention to have the court confirm guidelines for the new public domain era.hklaw.com

7 The Boiling of Social Media: #SupportDisney vs #FreeMickey1928

Following the news coverage, the trends on X (formerly Twitter) included **#Mickey1928**, #FreeMickey1928, and #SupportDisney simultaneously. The former expressed anger with "Don't monopolize public goods" and "Don't take away opportunities from small creators," while the latter countered with "If we don't protect brand value, culture and employment will be destroyed." A legal influencer with 120,000 followers, @IP_Geek, illustrated in a thread that "trademark infringement and copyright-free can coexist without contradiction," garnering 100,000 likes.X (formerly Twitter)

8 Market Impact: A Turning Point in the "Retro IP Battle"

Triggered by the release of "Steamboat Willie," the retro IP business has blossomed with ventures like the horror film "Infestation 88" and fan art NFTs. However, the current lawsuit has poured cold water on the "line between parody and commercialization." Analysts strongly believe that if Disney wins, the cost of commercializing vintage IP with trademarks will skyrocket, and truly "safe" public domain businesses will refocus on texts, music, and classical paintings.Vanity Fair

9 Comparison of Precedents: How Is It Different from the "Pooh Horror Movie"?

The 2022 release of "Winnie the Pooh: Blood and Honey" surprised the world as the first horror adaptation after entering the public domain, but the film deliberately avoided the "red-shirted bear reminiscent of Disney's official," hedging trademark risks. In contrast, Satéur's jewelry prominently featured the Mickey-shaped silhouette as a "brand icon" and further promoted it as "for Disney lovers," which proved fatal—the lawsuit sharply targets this aspect.

10 Outlook: Settlement or All-Out War?

The trial is expected to intensify in the first half of next year in the federal district court, but Disney is likely to prioritize "creating a precedent" over early settlement, opting for a judgment. If Red Earth is forced to change the design of all its jewelry and incur additional costs, its growth strategy could collapse, and its plans to list on the NYSE could face dark clouds. More than the final damages awarded, the key focus of this case is the deliberation over "who can profit from the public domain Mickey," which will be the blueprint for the business model.

In Conclusion

Mickey whistling on the boat to the old-fashioned tune of 1928 has indeed become "everyone's." However, in the modern market, "that Mickey" remains a powerful brand symbol. How to balance the freedom of public goods and corporate trademark rights—this trial will undoubtedly serve as an unavoidable guideline for the next generation of creators and startups.