October 14-18, 2026, Jakarta, Indonesia. The World Intellectual Property Organization (WIPO), through its Singapore Office, participated in the 41st Trade Expo Indonesia (TEI), Indonesia’s flagship international trade exhibition, to help Indonesian businesses better understand how intellectual property can support and leverage their growth in overseas markets.
Held at the Indonesia Convention Exhibition (ICE), BSD City, TEI 2026 brought together more than 45,000 visitors from 151 countries, with exhibitors representing sectors ranging from food and beverages and agriculture to manufacturing, health and beauty, fashion, crafts and furniture.
At the WIPO booth, exporters and business owners received practical guidance on protecting their brands internationally and making use of WIPO’s Global IP Services and tools, particularly the Madrid System, for the international registration of trademarks.
From Local Brands to Global Markets
For businesses expanding overseas, one key message was simple: a trademark protected in Indonesia is not automatically protected in another country.
Throughout TEI, WIPO and representatives of Indonesia’s Directorate General of Intellectual Property (DGIP) spoke with businesses about the steps involved in protecting their brands at home and abroad, including how the Madrid System can simplify the process of seeking trademark protection in multiple markets.
The discussions focused on practical questions facing exporters: Where should a business protect its brand first? When should it conduct a trademark search? How can protection grow alongside the business as it enters new markets?
Putting IP into Export Strategy
On October 17, WIPO delivered a Business Hub session, “Protecting and Expanding Your Brand from Indonesia to the World,” which introduced exporters to practical considerations for international trademark protection and the role of the Madrid System in supporting global expansion.
The session encouraged businesses to consider IP early in their respective export journeys, alongside decisions on market entry, packaging, distribution and promotion.
On the same day, Ms. Thitapha Wattanapruttipaisan, Director of the WIPO Singapore Office, joined the KADIN Indonesia Trading House Business Forum on “Scaling Indonesian Coffee for Global Markets.”
During the discussion, Ms. Wattanapruttipaisan highlighted how geographical indications and individual brands can work together to strengthen the value, reputation and international competitiveness of Indonesian products.
Strengthening Support for Indonesian Exporters
During TEI, WIPO also engaged with the Directorate General of National Export Development (DGNED), Ministry of Trade of the Republic of Indonesia, and KADIN Indonesia Trading House to exchange views on how intellectual property can better support Indonesian exporters and businesses as they expand into regional and international markets.
The discussions explored opportunities to strengthen awareness of IP among businesses and to connect exporters with practical tools, knowledge and support that can help them protect and grow the value of their brands internationally.
As Indonesian businesses continue to reach new markets, WIPO will continue working with public and private-sector partners to help them make IP part of their growth journeys from building strong brands at home to protecting them around the world.