In the last five years, trademark activity across ASEAN has painted a fascinating picture of how businesses and brands are expanding their presence in one of the world’s most dynamic regions. From Indonesia’s booming numbers to Malaysia’s steady climb, the filing data tells a story of ambition, growth, and resilience.
At KASS International, we’ve had a front-row seat to these shifts. With our presence across multiple ASEAN countries, we witness how brand owners—whether multinationals or local entrepreneurs—are increasingly turning to trademark protection as the foundation of their business growth strategy.
Key Takeaways
Key Takeaways
- Indonesia remains the leading ASEAN jurisdiction with over 152,000 trademark filings in 2023, reflecting its position as a priority market for brand owners.
- Vietnam continues its rapid ascent, approaching 100,000 filings in 2023, highlighting strong investor and brand activity.
- Malaysia shows sustained growth, from 42,169 filings in 2020 to more than 56,000 in 2024, indicating rising IP awareness among SMEs and corporates.
- Thailand recovered strongly in 2024 with over 51,000 filings, while Myanmar’s 2023 debut of nearly 60,000 filings signals significant market engagement.
- Overall, filing data confirms ASEAN’s transition into a brand-driven economy, underscoring the strategic role of trademark protection in securing long-term competitiveness.
Protect Your Brand Today.
Protect Your Brand Today.
The Numbers That Tell the Story
The data from 2020–2024 reflects both stability and evolution:
- Indonesia leads the pack with filings consistently above 120,000, climbing to over 152,000 in 2023. Its large consumer base and fast-growing economy make it a key market for brand protection.
- Vietnam, with filings nearing the 100,000 mark in 2023, remains one of the most vibrant hubs for IP activity.
- The Philippines shows steady momentum, crossing 67,000 filings in 2022 before stabilising around 65,000.
- Malaysia demonstrates healthy, consistent growth—from 42,169 filings in 2020 to over 56,000 in 2024—a sign of rising awareness among SMEs and corporates alike.
- Singapore peaked in 2022 but remained strong overall, reaffirming its status as a regional gateway.
- Thailand dipped in 2022 but rebounded sharply in 2024 with over 51,000 filings.
- Myanmar, despite only having recorded data for 2023, showed a surprising 59,996 filings, underlining the country’s growing participation in IP systems.
What This Means for Businesses
These numbers underscore a clear trend: ASEAN is no longer just a manufacturing hub, but a brand-driven economy. Businesses entering or expanding in the region know that without protecting their trademarks, they risk losing out in increasingly competitive markets.
For startups, trademark filings are the first step in safeguarding identity. For established companies, it’s about reinforcing market trust and deterring imitation. Across the board, the filings mirror the confidence businesses place in ASEAN’s potential.
KASS International At the Heart of ASEAN’s IP Movement
As an IP powerhouse with offices across Malaysia, Singapore, Indonesia, Myanmar, Thailand, Vietnam, and the Philippines, KASS has been part of this regional journey. Our team has worked with clients who filed their very first mark in Malaysia and later expanded into Vietnam or Indonesia as their businesses scaled.
We’ve seen how a well-planned IP strategy transforms from a defensive tool into a growth accelerator. And we continue to support brand owners—whether they’re protecting their innovations in Jakarta, launching a lifestyle brand in Ho Chi Minh City, or entering the digital marketplace in Manila.
Looking Ahead
With ASEAN set to play a central role in global trade and innovation, trademark protection will only grow in importance. The filing data from 2020 to 2024 serves as both a benchmark and a signal: brands are here to stay, and they are investing in their future.
At KASS, we remain committed to being more than just an IP firm—we are a regional partner for businesses that dream big and want to protect those dreams across borders.
👉 Want to know how your business can navigate trademark protection across ASEAN? Get in touch with us today at hello@kass.asia.
P.S: Data sourced from WIPO & National IP Office