Trademark Protection in China and South-East Asia: Leveraging the Madrid System

New Webinar Series: Helping SMEs Protect Brands in Key Export Markets

Are you an SME thinking about expanding into new export markets? Protecting your trademarks and designs is key to success - and it doesn't have to be complicated.

Together with the World Intellectual Property Organization (WIPO), we are launching a new webinar series designed specifically for SMEs and individual entrepreneurs preparing to expand into key markets, including China, South-East Asia, India and Latin America.

Through this partnership, WIPO and the EC’s International IP SME Helpdesks aim to strengthen SMEs’ awareness and practical use of intellectual property (IP) services to protect and manage their brands when they expand internationally.

First stop: China and the ASEAN region

Join us on March 26 at 10:00 (Brussels time) for our first English-language webinar, focusing on protecting trademarks in China and the ASEAN region with WIPO's Madrid System.

What you’ll learn

In today's increasingly globalized markets, European SMEs expanding to Asia face a range of legal and practical challenges when protecting their IP. This session will give you:

• Market intelligence: An overview of the trademark landscape in China and South-East Asia
• Strategic essentials: Key considerations for protecting your trademark in the region
• Practical pathways: Main trademark registration routes available to businesses
• Smart solutions: How WIPO's Madrid System supports efficient trademark protection across multiple export markets.

With regional market insights from the EC’s International IP Helpdesks and WIPO expertise on the Madrid System, you’ll come away with the full picture you need to make informed decisions about your trademark protection strategy.

Get your questions answered

Don't miss this opportunity to get expert guidance on protecting your trademark in one of the world's most dynamic markets. You can ask all your questions in the live Q&A at the end of the webinar.

We look forward to welcoming you online.

More webinars in this joint program with the EC’s International IP SME Helpdesks coming soon, including regional deep dives on India and Latin America, plus a general introduction to WIPO’s Madrid System for SMEs. We will also cover how to protect designs internationally using WIPO’s Hague System. Stay tuned for dates.

AGENDA (Brussels time)

10:00 – 10:05 |  Welcome and Introduction

Benoit Apercé, Communications and Information Manager at WIPO

Valérie Marie d’Avigneau, Legal and Policy Officer, DG GROW, European Commission

10:05 – 10:20 | China: market overview and key considerations for trademark protection and registration

April Wei, IP Business Advisor at China IP SME Helpdesk

10:20 – 10:35 | South-East Asia: market overview and key considerations for trademark protection and registration

Elio de Tullio, IP Expert at South-East Asia IP SME Helpdesk

10:35 – 10:45 | WIPO: the Madrid System – streamline trademark filings across borders

Aileen Umali, Coordinator, Madrid Operations Service at WIPO

10:45 – 11:00 | Moderated discussion and Q&A

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