Manila, Philippines, 26 April 2026 – The WIPO Singapore Office (WSO), led by Director Ms. Thitapha Wattanapruttipaisan, participated in Philippines Franchise Asia 2026, held at the SMX Convention Centre in Manila from 24 to 26 April 2026, and engaged with the regional franchising and business communities on the strategic use of intellectual property (IP) and intangible assets to support business growth and cross-border expansion.
Throughout the event, the WSO booth welcomed more than 400 visitors, reflecting a strong and growing interest among entrepreneurs, franchisors, franchisees, and business advisors in leveraging IP assets, particularly trademarks, as key drivers of competitiveness, brand value, and scalability. Officials from the Intellectual Property Office of the Philippines (IPOPHL) were also present at the booth, working alongside the WSO team to provide practical advice. The related discussions focused on actionable IP strategies, brand protection, and pathways for international market entry.
As part of the official program, the WSO delivered a seminar entitled “Protecting and Growing Your Brand Across Borders: Insights from the Madrid System.” The business seminar, opened by Ms. Thitapha Wattanapruttipaisan, highlighted how businesses can use international trademark systems to support and leverage expansion into multiple markets.
The workshop featured Ms. Laura Valerie Marquina of the IPOPHL, who presented the “Juan for the World” initiative, an incentive scheme supporting Filipino enterprises in securing international trademark protection. This session also included insights from Ms. Lyca Balita, Director of CEB Holdings Inc., who shared practical perspectives on brand development and regional expansion. Meanwhile, Ms. Aileen Umali, Marketing Support Officer at WIPO, provided an overview of the Madrid System and its role in enabling businesses to obtain and manage trademark protection efficiently across multiple jurisdictions through a centralized filing mechanism. A panel discussion was also convened, bringing together Ms Esther Loh, Counsellor at the WSO, together with other speakers to provide actionable insights into how sound IP strategy and protection, specifically trademark protection, can be harnessed as drivers of sustainable business growth in a franchising business.
The participation of the WSO at Philippines Franchise Asia 2026 underscores WIPO’s continued commitment to supporting businesses and innovation ecosystems across the Asia-Pacific region in the strategic use and leverage of IP. By strengthening awareness of IP tools such as the Madrid System, WIPO continues to promote the effective protection and commercialization of intangible assets as a foundation for sustainable growth and internationalization.
