Businesses in China will soon be cashing in on the global success of British TV drama series Downton Abbey - without benefit to the show's producers.
A series of applications for the rights to the use of the show's name have been made to China's national trademarks office.
The granting of rights is likely to result in the production of "'pirate" merchandise.
It could even lead to shops and hotels being named after the TV drama. One company was granted the rights to use the word "Downton" in the retailing and accommodation sectors.
The disclosure in documents published by China's trademark office of the applications for the right to exploit the show's name might come as an embarrassment to George Osborne, Britain's finance minister. A fortnight ago he used the success of Downton Abbey in China as an example of Britain's strong trade links with that country.
A range of red and white Downton Abbey wines is to be launched in the US in a few days. It will be available in Europe and Australia later this year.
The Chinese have granted permission to one individual, listed as Li Xiangjun, to use the words "Downton Abbey" on bottles of wine and spirits. A company in Shenzhen, Guangdong province, has successfully applied to register "Downton" for retailing, restaurants and accommodation services.
Other applications being considered include one by Beijing Eternal Spirit Trading. It wants to register Downton in the jewellery sales category.
There is now a wide range of official merchandise on sale in Britain, including a Downton Abbey beauty line launched by Marks & Spencer earlier this month.
Products in the line include soap, bath cream, nail varnish and lip balm.
Unlike in the UK, China's trademarks scheme allows the first person who registers the brand to have the rights to it.
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