In Viet Nam, where reconstituted milk had long shaped dairy consumption, one company set out to imagine a different future. In the late 2000s, the country relied heavily on imported dairy products, and fresh milk options were limited. Families were increasingly seeking products that felt more homegrown, with clear origins, reliable quality, and substantial nutritional value.
TH Milk Food Joint Stock Company was founded in 2009 with a simple and ambitious vision. To offer Vietnamese families fresh, locally produced dairy they could trust and take pride in. By investing in modern farming, closed-loop production, and full traceability from farm to table, the company introduced a new standard for the national dairy sector. Its focus on freshness, quality, and transparency helped reshape consumer expectations and marked the beginning of a homegrown dairy model built for the long term.
“TH true MILK” was introduced to Vietnamese consumers in 2010 representing the core embodiment of TH’s philosophy and business model. As the company’s flagship fresh milk product line, “TH true MILK” is produced entirely from raw milk sourced from TH’s own high‑tech dairy farms, ensuring full traceability, freshness, and consistent quality. Positioned as a premium fresh milk, “TH true MILK” played a key role in shifting consumer perception in Viet Nam away from reconstituted milk toward locally produced, fresh dairy. This clear product identity has also provided a strong foundation for brand protection and international expansion through trademark and intellectual property strategies.
The result was a nationwide shift in consumer habits, a blueprint for sustainable agriculture, and the rise of a global brand protected by a comprehensive intellectual property (IP) strategy, with the Madrid System at its core.
As TH began to look beyond its home market, the company treated international trademark protection not as an afterthought but as a strategic pillar to support safe expansion and prevent others from leveraging the reputation of its story of bringing high quality fresh milk to consumers in Vietnam
Delivering Fresh Milk in Viet Nam
A New Vision for Viet Nam’s Dairy Future
The turning point came when Madame Thai Huong, founder of TH Group, recognized the potential to transform how dairy was produced and experienced in Viet Nam. Rather than follow existing models, she chose to build something new. Within months, TH was founded with a clear mission to deliver fresh milk produced with integrity, transparency, and the highest standards of quality.
At the time, average milk consumption in Viet Nam was just eight liters per person per year. Through educational initiatives, sustained investment in quality, and close engagement with communities, TH helped encourage new habits and greater confidence in fresh dairy. Today, consumption has more than tripled, reflecting a broader shift in what Vietnamese families expect from dairy and the role it plays in everyday life.
Introducing Sustainable Dairy Farming to Viet Nam
From Grass to Glass: Creating a Transparent and Sustainable Model
Chief Sustainability Officer Hoang Thi Thanh Thuy recalls how the company introduced high-tech, large-scale dairy farming to Viet Nam for the first time. From farm to factory, TH built an integrated operation that ensures complete control at every stage of production.
Each cow is monitored with smart sensors and enjoys tailored nutrition, a clean environment, and even music during milking. The company has invested in solar energy, water recycling, and organic waste processing, earning international certifications for its carbon-neutral operations and animal welfare practices.
These initiatives are part of TH’s six-pillar sustainability framework, which guides its commitment to nutrition, environmental care, community impact, education, animal welfare, and human development.
High Quality Milk Certified Globally
Quality Without Compromise
TH’s growth has always prioritized quality. The company applies the same strict standards across local and international markets, never compromising on ingredients or production methods. Global certifications such as the British Retail Consortium Global Standard for Food Safety (BRC), which certifies food safety and quality management systems, the Food Safety System Certification 22000 (FSSC 22000), which verifies comprehensive food safety management across the supply chain, and Control Union Certification (Control Union), which certifies sustainable sourcing, traceability, and responsible agricultural practices, reinforce trust and confirm the company’s commitment to excellence.
Consumers deserve the best. Our goal is to bring premium Vietnamese quality to the world.
Hoang Thi Thanh Thuy, Chief Sustainability Officer of TH Group
This same philosophy guided their global trademark strategy: if the product would meet international quality benchmarks from day one, its legal identity and brand would have to be equally robust and future-proof.
Protecting a Growing Dairy Brand Through Intellectual Property
As TH’s reputation expanded, so did the need to protect its brand. From the outset, the company collaborated with IPMax Law Firm to develop a legal strategy that aligned with its business objectives. Managing Partner Son Doan emphasizes that TH understood the importance of brand protection from day one.
The team registered trademarks across several classes of goods and services, covering dairy products, health supplements, wellness drinks, and teas. Clearance searches were conducted prior to each launch to prevent conflicts and ensure smooth market entry. For each new product or project, the IP team and external advisers first studied TH’s business plans, then conducted searches both within Viet Nam and in potential export markets, so that trademark filings could be made early and in line with the company’s long-term growth.
Over time, this approach evolved into a complete IP portfolio that combines trademarks, designs, and copyrights, supported by a clear internal process where IP is addressed at the very first stage of product development and market entry planning.
The Madrid System: A Foundation for TH’s Global Strategy
When it came to protecting its trademark abroad, TH chose WIPO's Madrid System, which enabled the company to file a single application in one language and pay a single set of fees to protect its brand in multiple countries.
TH now holds 16 international trademark registrations under the Madrid System. They cover 73 countries aligned with TH’s strategic markets, including China, the European Union, Japan, Australia, the United States, and countries across Africa, the Middle East, and Southeast Asia.
The selection of countries was closely aligned with TH’s business roadmap. Initially, the company focused on nearby Southeast Asian markets, with similar consumption habits, that could quickly be supplied from Viet Nam. In parallel, it designated large and competitive markets such as China, the European Union, Australia and the US. This combination allowed the company to protect its core brands in immediate export destinations, while securing its position in longer-term target markets.
The Madrid System helped TH manage its expansion more effectively. It reduced administrative complexity, offered predictable costs, and allowed the company to receive responses in clear timeframes, often between 12 and 18 months, compared to longer processes through national trademark filings. Knowing that substantive examination would be completed within these time limits helped TH synchronize legal protection with practical business decisions, such as when to sign distribution agreements or launch new product lines abroad.
Simplifying Fresh Milk Exports: The Madrid System Advantage
With strong legal tools in place, TH was able to move quickly and strategically into new regions. In 2019, it became the first Vietnamese company to secure an export code for fresh milk to China. Shortly after, the company opened a branch in Guangzhou, allowing it to connect directly with consumers through a trusted and protected brand.
The Madrid System also streamlined portfolio management. TH utilizes centralized tools, such as eMadrid, to handle renewals and changes efficiently. Monitoring is supported by both legal advisors and digital surveillance platforms, allowing the company to identify potential infringements early.
Promoting Viet Nam Abroad through Clean Milk Production
Beyond its commercial goals, the company takes on the role of a cultural ambassador. By highlighting Vietnamese landscapes, sustainable agriculture, and a focus on well-being, TH helps reshape perceptions of Viet Nam’s contributions to global innovation.
Through strong IP protection and authentic storytelling, the company can share its values across borders without losing its essence.
Nutrition at the Core of TH’s New Health and Wellness Drinks
Looking Ahead: Innovation with Protection
The future of TH includes new product lines focused on health and wellness, including plant-based beverages, low-sugar formulations, and functional nutrition. The company’s research and development team continues to explore consumer needs while staying true to its founding principle: truly natural products.
From a legal perspective, the path forward is clear. As Son Doan says, “Intellectual property is not only about protection. It is a business enabler. It helps you scale, communicate your value, and stay competitive in global markets.”
TH’s journey demonstrates what is possible when innovation, sustainability, and brand protection work in tandem.
With the support of the Madrid System and a clear vision for growth, this Vietnamese dairy brand is ready for its next chapter, one that is global, resilient, and proudly rooted in quality.
