A Brand Development Project in Luang Prabang, Lao PDR
In March 2026, the brand development project for Green Jungle Park—an eco-tourism enterprise in Luang Prabang, Lao PDR—was successfully concluded, marking a significant milestone in WIPO’s branding initiatives under the Funds-in-Trust of the Republic of Korea for Industrial Property (FIT/ROK IP). As part of the project, a “Brand Experience Zone” was organized to unveil the Park’s newly developed brand assets and to foster engagement among key stakeholders, including the beneficiary, the donor (Ministry of Intellectual Property of the Republic of Korea), the Department of Intellectual Property of Lao PDR, local government representatives, and the branding consulting firm.
Green Jungle Park, located in Luang Prabang—a UNESCO World Heritage city and the ancient royal capital—is an eco-tourism destination set amidst lush forests and waterfalls. The Park demonstrates a strong commitment to environmental sustainability and biodiversity conservation, alongside the promotion of the region’s rich cultural heritage.
However, prior to the project, the enterprise lacked a comprehensive intellectual property (IP) framework, including clearly defined brand assets and an IP strategy. This gap limited its ability to effectively support its advocacy and long-term sustainable business objectives. The project was therefore designed to leverage intellectual property—particularly branding and industrial design—to enhance the Park’s sustainability and generate tangible socio-economic benefits for the local community, including through the revitalization of community-based activities such as markets and fairs.
Since its launch in May 2025, the project has served as a strategic branding initiative aimed at transforming the Park’s vision into a coherent and market-ready brand. Through a structured and step-by-step approach, the project provided practical guidance to strengthen the Park’s visibility, identity, and market positioning.
As key outcomes of the project, a new brand logo and three-character designs—KHOM MOOM (elephant guardian), HOI DOT (water drop fairy), and HOI YOT (champa flower fairy)—were developed. Each character is supported by a distinct personality, narrative, and symbolic meaning. These were complemented by a redesigned park map, a life-sized mascot costume, and a range of promotional materials, including T-shirts, mugs, and pens featuring the new brand identity. These assets are expected to be protected as trademarks and industrial designs, thereby strengthening the beneficiary’s IP portfolio.
Through this initiative, WIPO, with the continued support of the Funds-in-Trust of the Republic of Korea, reaffirms its commitment to promoting the strategic use of intellectual property as a driver of sustainable development and entrepreneurship in developing countries.