Why geographical indications matter for ASEAN biz growth

Morning mist in Vietnam’s Quang Tri province and the region’s shifting mountain climate help shape the character of Khe Sanh coffee, according to producer Thi Diem Nhi Do of Nam Hai CNS.

“This dramatic shift in temperature and climate helps create a distinct coffee flavor known for its balanced bitterness and rich aroma,” she said.

In Laos, Somxai Chanthalungsy of the Khao Kai Noi Houaphanh Promotion Association stressed that even staple foods carry distinct identities depending on origin. “People think sticky rice is sticky rice,” he said. “But the aroma, the quality, the uniqueness are totally different.”

In Cambodia, Kampot pepper producer Sothi Sorn pointed to the crop’s long-standing prestige and labor-intensive production as both a challenge and a legacy. “A single plant requires 30 liters… imagine how much water you need to carry by your own shoulder,” she said.

These products were among those featured at the ASEAN Regional Geographical Indications (GI) Forum and Exhibition in Iloilo City, organized by the Intellectual Property Office of the Philippines (IPOPHL) with the EU Intellectual Property Office (EUIPO) under the SCOPE IPR project.

Across ASEAN, GI products are increasingly seen as drivers of identity and economic value, with more than 20,000 recognized globally. But producers and officials said the core challenge is not recognition—it is maintaining trust through consistent authenticity.

Enforcement gaps persist

Massimo Vittori of oriGIn warned that success often brings vulnerability.

“The more you have success, the more you have infringements,” he said, noting that enforcement remains a global priority for GI producers.

In the Philippines, Guimaras Mango Growers and Producers Development Cooperative Vice Chair Elena Quezon said the popularity of Guimaras mangoes has led to widespread misuse of the name for non-local fruit.

Digital platforms have also intensified risks. Malaysia’s Intellectual Property Corporation noted cases involving counterfeit Tenom coffee sold online.

To respond, producers are adopting QR codes, traceability systems, and controlled distribution networks. In Guimaras, partnerships with government agencies now ensure only accredited logistics providers handle shipments.

Cooperation as the foundation

Beyond enforcement, stakeholders emphasized coordination across government, producers, and communities.

In Guimaras, strict local controls and quarantine measures prevent outside mangoes from entering the island. Farmers themselves help enforce standards by reporting violations.

“They were the police among themselves,” Quezon said.

Cambodia and Vietnam highlighted similar models where producer associations, governments, and exporters align on shared standards to protect product reputation in global markets.

Building systems for authenticity

IPOPHL Director Jesus Antonio Z. Ros said the Philippines’ GI journey began in 2004 through sustained community engagement, growing from eight identified products in 2011 to over 30 today.

However, building GI systems remains complex. Indonesia’s Directorate General of Intellectual Property noted that documentation and technical requirements can take years due to limited local capacity.

“One document took eight years,” an official said.

Despite these challenges, experts stressed that GI protection is increasingly a collective effort involving governments, producer groups, legal experts, and technology providers.

Consumers as part of the system

Speakers also emphasized the role of consumers in safeguarding authenticity by checking provenance and questioning vague labeling.

“If they cannot answer, please don’t buy that. It doesn’t come from Guimaras,” Quezon said.

Ultimately, the forum underscored that GI products are more than trade assets. They represent place-based identity shaped by climate, tradition, and community effort.

In a globalized and digital market, protecting that identity depends on shared responsibility—from farmers and governments to buyers who value authenticity.