In collaboration with the Association of Southeast Asian Nations (ASEAN), WIPO proudly announces the soft launch of the “Microsite on IP-Driven Tourism in ASEAN”. This innovative platform showcases the intersection of intellectual property (IP) and tourism, with a focus on the vibrant, creative and cultural industries across the region. The event, held in Johor Baru, Malaysia, during the ASEAN Tourism Forum (ATF) 2025, was jointly inaugurated by Ms. Yusnieza Syarmila, Deputy Director General (Strategy & Technology), Malaysian Intellectual Property Office (MyIPO), and Mr. Mohd Roslan Abdullah, Director, Southeast Asia International Promotions Division, National Tourism Organization of Malaysia.
The microsite highlights several of the many unique tourism products, services, and attractions that define Southeast Asia’s cultural heritage and identity as well as the intangible cultural heritage of various destinations concerned. It offers thus a selected showcase of local attractions -- including cultural landmarks, arts and crafts, gastronomy, traditional knowledge, etc.
By leveraging IP, businesses in the tourism industry can help to promote sustainable tourism by preserving the cultural and natural heritage of local destinations while fostering sustainable livelihoods for key stakeholders in the tourism ecosystem. In turn, all these will drive social and economic development and encourage the creation of new and exciting tourism experiences.
Explore some of our collection below of inspiring success stories that have highlighted how innovative tourism products, services, and attractions across Southeast Asia are leveraging IP to attain global reach.
The Empire Brunei – Leveraging IP for Luxury Tourism Success
Nestled on Brunei’s northern coast, The Empire Brunei is Southeast Asia’s pinnacle of luxury, renowned for its world-class amenities and stunning vistas. Protected by IP rights, its iconic brand attracts royalty and high-net-worth guests, driving tourism and economic growth.
Kampot Pepper – Global Rise in Flavor and Tourism
Renowned for its unique flavor and Geographical Indication (GI) status, Kampot Pepper drives global acclaim and premium value. Supporting local producers, it transforms Kampot into a culinary tourism hotspot with immersive farm tours and tastings that captivate visitors worldwide.
Saung Angklung Udjo – Preserving Sundanese Heritage through IP
Preserving the UNESCO-recognized Angklung, SAU showcases Indonesia’s rich heritage through music and artistry. By protecting its IP, it ensures authenticity and empowers local artisans.
Luang Prabang Silk – Where Heritage and Craftsmanship Converge
Geographic Indication (GI) certification elevates Luang Prabang Silk, preserving Laos's cultural legacy. This IP-driven recognition supports artisans, attracts tourists, and fuels economic growth, keeping ancient craftsmanship alive.
Petronas Twin Towers - Catalysts for Malaysia’s Transformation
Standing 452 meters tall, the Petronas Twin Towers symbolize Malaysia’s progress and cultural pride. Strategic IP safeguards their iconic design, cementing their status as a global destination and business hub.
T’nalak Textiles – Empowering Indigenous Weaver through Sustainable Development and Tourism
Handcrafted by T’boli Dream Weavers in Lake Sebu, T’nalak’s vibrant abaca patterns reflect ancestral visions. Protected by the T’nalak Collective Mark, it ensures authenticity, drives sustainable tourism, and empowers communities.
Singapore Zoo – A Pioneer in Immersive Wildlife Experiences
Renowned for its immersive “open concept” and home to 300+ species, the Singapore Zoo attracts 1.9 million visitors annually. Leveraging IP, it drives tourism, fuels economic growth, and champions wildlife conservation.
One Championship – Redefining Muay Thai Using IP and Attracting Worldwide Tourists
Founded in 2011, ONE Championship celebrates Asian martial arts like Muay Thai. Leveraging IP, it protects its brand and media rights, driving global reach. Events like “ONE Friday Fights” at Lumpinee Boxing Stadium drive sports tourism and cultural pride, reinforcing its global martial arts leadership.
Son La Coffee – Elevating Viet Nam’s Arabica Heritage Through IP
Grown at altitudes over 1,000 meters in Viet Nam’s Northwest highlands, Sơn La Coffee is renowned for its premium Arabica beans. Awarded Geographical Indication (GI) status in 2017, it has become a global agri-tourism attraction, where visitors experience traditional coffee farms and savor distinctive brews. More than a product, Sơn La Coffee embodies Vietnam’s rich coffee culture.
The launch of the microsite was followed by a “WIPO Workshop on Leveraging IP for the Growth of the Tourism Industry in ASEAN” which was attended by 67 participants. Ms. Thitapha Wattanapruttipaisan, Director, WIPO Singapore Office and Ms. Esther Loh, Counsellor, WIPO Singapore Office, provided insights on how workshop participants can access WIPO's extensive resources and expertise for their business advantage and benefits. Insights on how IP can unlock new opportunities for tourism operators, enhance visitor experiences, and contribute to sustainable socio-economic development were also shared. A brief hands-on exercise was conducted to increase participants’ knowledge and understanding on how to start and accelerate their own IP-driven business journeys.
For more details of the nine beautifully crafted stories, please refer to the microsite.