Commerce Ministry Advances “Trademark Monitor Year 2” to Protect Thai Brands in China and ASEAN and Strengthen SME Confidence

The Ministry of Commerce, through the Department of Intellectual Property, is advancing the second year of the “Trademark Monitor” initiative to reinforce the protection of Thai entrepreneurs against trademark violations and unauthorized registrations in foreign markets, particularly in China and ASEAN member states. The initiative opens participation for 100 Thai brands and provides comprehensive monitoring, examination, and alert services throughout a full one-year period at no cost, with the objective of strengthening the defensive capacity of Thai SMEs and enhancing their competitiveness in international markets.

Under the initiative, a dedicated monitoring team is assigned to review trademark applications published by foreign intellectual property offices during the advertisement phase, which precedes the formal registration stage. This phase allows a legally defined window of 60 to 90 days, depending on the jurisdiction, during which objections may be filed against applications that conflict with existing rights. In cases where applications identical or similar to established Thai trademarks are detected, rapid notification is issued to Thai rights holders to ensure timely submission of objections. Legal experts also provide guidance to support the protection of brand equity and prevent commercial damage in targeted markets.

The continuation of the program into its second year reflects an ongoing commitment to safeguard national economic interests and to serve as a reliable support mechanism for Thai entrepreneurs amid intensifying global trade competition. The initiative is designed to strengthen brand resilience, minimize infringement risks, and create an enabling environment for SME expansion in priority markets. By enhancing access to timely information and structured legal support, the program contributes to the development of stronger intellectual property portfolios and long-term value creation for Thai businesses abroad.

During the previous year, the initiative supported more than 100 SMEs and successfully prevented multiple cases of unauthorized trademark registration in China and ASEAN. Examples include the interception of a conflicting application resembling the Thai trademark “Moo Deng,” (หมูเด้ง) owned by the Zoological Park Organization of Thailand, which protected commercial opportunities in the Chinese market valued at over 300 million baht.