Thailand Unleashes GI Power

Thailand’s soft-power narrative is increasingly anchored in its distinctive local products, protected as Geographical Indications (GIs). Beyond vibrant culinary appeal, GIs function as strategic IP assets that convert place-based reputation, quality, and cultural identity into market value boosting tourism, premium pricing, and rural incomes. Building on the government’s soft-power campaign to promote products with GIs (“GIs products”) and Thailand’s abundant regional resources, this initiative positions GIs as a bridge between heritage and growth, turning authenticity into sustainable economic advantage.

Vibrant Ideas Unleashed: IP Fair 2025

At the IP Fair 2025, hosted by Thailand’s Department of Intellectual Property (DIP), the “Vibrant Ideas Unleashed”, the event also featured exhibitions of Thai innovations, an art-inspired creativity zone, and the presentation of IP Champion Awards to outstanding Thai entrepreneurs who have effectively utilized GIs product both domestically and internationally. In addition, the One Tambon One Product policy (“OTOP”) and GIs product zones were showcased to stimulate consumer spending and generate income for local communities.[1] The event showcased the deep connection between GIs products and Thai cultural identity and formed part of the government’s broader strategy to use GIs as instruments of soft power.

GI Success Story: Doi Tung Coffee

Doi Tung Coffee holds the distinction of being Thailand’s first coffee to obtain GIs registration both domestically and in the European Union. [2] Recognized in international markets, it exemplifies how GI-certified products can increase sales, penetrate modern trade channels, and strengthen premium brand positioning. At present, Thailand has more than 200 registered GI products across 77 provinces. [3] Moreover, eight Thai GIs including Thai Hom Mali Rice (Thung Kula Rong Hai), Doi Tung Coffee,  Doi Chaang Coffee, Sangyod Rice of Phatthalung, Phetchabun Sweet Tamarind, Golden Longan of Lamphun, Lamphun Brocade Silk, and Isan Indigenous Thai Silk are registered internationally and protected in more than 30 countries, including those in the EU, India, Vietnam, and Cambodia. [4]  These achievements demonstrate how authorized users can leverage GIs protection as both a brand-value enhancer and an effective marketing tool, reinforcing Thailand’s global image as a hub of quality and authenticity.

Government Support and International Cooperation

From July 16 to 20, 2025, the Ministry of Commerce (MOC) led a senior delegation to China and engaged with the China Council for the Promotion of International Trade (CCPIT) to accelerate the registration of Thai GIs products in China. [5]  Once registrations are complete, the MOC aims to have Thai GIs officially recognized to enhance their market value and legal protection under intellectual property and unfair competition laws. This recognition not only preserves the authenticity and reputation of Thai regional products but also promotes fair trade practices by preventing the misappropriation of GI names.

Proposed Amendments to the Geographical Indications Protection Act B.E. 2546 (2003)

To modernize its legal framework, Department of Intellectual Property (DIP) has proposed a series of amendments to strengthen the Geographical Indications Protection Act B.E. 2546 (2003), aiming to streamline registration process, quality control, scope of protection, and enforcement. The key proposes include:

• Broadened statutory definitions (Section 7): to expand the definition of person who is eligible to apply for registration that includes stakeholders, producers and entrepreneurs. In the event to oppose the registration of GIs or to request the amendment or cancellation of GIs registration in order to provide greater clarity of definitions.
• Anti-genericide provision (Section 23): ensuring that registered GIs cannot become generic names, thereby providing legal certainty and lasting protection for producers.
• International registration mechanism: enabling faster GIs registration under international agreements such as the EFTA and EU FTAs, thereby facilitating market access.
• Enhanced enforcement: imposing penalties and administrative sanctions on the misuse of GIs marks to safeguard credibility and consumer confidence.
• Quality control framework: establishing a three-level inspection system including Self-Control, Internal Control, and External Control with the Self-Control mechanism serving as a mandatory measure to ensure compliance with GIs standards.[6]

These measures collectively align Thailand’s GI protection with international best practices and strengthen its competitiveness in global markets.

Moving forward

The amendments proposed by DIP mark a pivotal step in aligning Thailand’s GI frameworks with international standards while enhancing its credibility and economic impact. Going forward, effective implementation through clear benefit-sharing mechanisms, rigorous enforcement, and proactive international cooperation will be essential to ensure that GIs protection delivers real value for local producers. Ultimately, GIs should be viewed not as collective rights but as strategic tools of cultural diplomacy and economic development.

[1] Ministry of Commerce, Department of Intellectual Property, “จตุพร ชวนเดินงาน IP Fair 2025 เวทีโชว์ศักยภาพทรัพย์สินทางปัญญาไทย …,” MOC News, 2025. [Online]. Available:https://www.ipthailand.go.th/images/26646/IP_Fair_1.pdf

[2] [Suksomboon], [Panitipad]. (2023). [Geographical indication protection under TRIPs and issues concerning “additional protection” and “harmonization” of European, Japanese, and Thai GIS reGIsstration: a case study of Doi Tung Coffee] (Thesis, Chulalongkorn University). Available at: https://digital.car.chula.ac.th/cGIs/viewcontent.cGIs?article=11997&context=chulaetd (Accessed 9 October 2025).

[3] Department of Intellectual Property, 2021. Thailand’s GIS Magazine, Issue 1, July 2021. Bangkok: Ministry of Commerce.

[4] Department of Intellectual Property, 2023. Geographical Indication Journal, Issue 5, 5 April 2023. Bangkok: Ministry of Commerce.

[5] The Nation. (2025, July 17). Commerce Ministry seeks China’s foreign trade agency’s help to promote Thai GI products.

[6] Trade Policy and Strategy Office (TPSO), Ministry of Commerce, 2024. Guidelines for Promoting Geographical Indication (GIS) Products [in Thai]. Bangkok