In an increasingly competitive global market, Trademark protection is no longer optional—it is a fundamental foundation for business growth. One Indonesian brand leading by example is MATCHAMAN, a matcha-based beverage brand owned by PT. Puyo Grup Indonesia, widely recognized for its silky pudding outlets across the country.
Today, MATCHAMAN has become a rising name among premium matcha enthusiasts, gaining attention through its two flagship locations in Melawai Blok M and Pacific Place SCBD, South Jakarta.
A Contemporary Matcha Experience
Matcha is not new in Jakarta. Yet, MATCHAMAN brought fresh excitement to the scene when it launched in Blok M. Drawing inspiration from contemporary matcha cafés in Bangkok, MATCHAMAN emphasizes a casual, on-the-go drinking experience supported by a striking interior—metallic grays, vibrant emerald tones, and warm wood elements that pay homage to Japanese design.
At its heart lies an open bar under a high ceiling, softly lit—yellow during the day, green after sunset—where matcharistas prepare every cup using traditional techniques learned from Tokyo and Kyoto tea houses: Hot water at exactly 80°C, whisked with bamboo tools in handmade chawan, producing silky, foamy perfection!
Building a Strong Brand Foundation
MATCHAMAN has taken exemplary steps to protect its business identity. In December 2024, the brand filed its Trademark in Indonesia under:
- Class 30: matcha-based beverages, matcha latte, green tea, powdered green tea, etc.
- Class 43: beverage service, hot and cold drink bars, boba service, and similar activities.
MATCHAMAN successfully obtained registration in June 2025, with protection valid until December 2034.
This careful and timely registration ensures that MATCHAMAN retains exclusive rights over its brand in Indonesia—preventing misuse, counterfeiting, and unfair competition.
Going Global with the Madrid Protocol
With a strong foundation at home, MATCHAMAN wasted no time in taking the next step. In September 2025, the brand filed an international application under the Madrid Protocol through WIPO, designating:
- Australia
- Japan
- Malaysia
- Singapore
AFFA supported the Trademark filing under the Madrid Protocol, streamlining the process for securing overseas protection.
Why the Madrid Protocol Matters?
The Madrid Protocol allows brand owners to:
- File once to cover multiple countries.
- Manage and renew registrations centrally.
- Save time and cost compared to filing country-by-country.
- Expand quickly with legal security.
This strategy exemplifies global best practice:
- Register in the home country first.
- Use the Madrid Protocol to efficiently reach new markets.
By securing its identity abroad, MATCHAMAN ensures its brand remains exclusive and protected wherever it intends to grow.
Fast Execution: MATCHAMAN Lands in Japan
Soon after filing its international Trademark application, MATCHAMAN moved swiftly to tap into overseas markets—starting at the very heart of matcha culture: Japan!
MATCHAMAN made its Japan debut through a collaboration with a local F&B player, attracting enthusiastic public response. The collaboration demonstrated strong market interest and validated MATCHAMAN’s positioning as a modern matcha brand with global appeal.
This early success signals promising opportunities for future development abroad—made possible by proactive Trademark protection.
As MATCHAMAN stands as a model for Indonesian businesses aiming to expand globally, its strategy demonstrates key lessons:
- Trademark first — expansion second.
- Protect at home, then secure key foreign markets.
- Use efficient international systems like the Madrid Protocol.
- Move fast once legal protection is in place.
By protecting its brand early, MATCHAMAN ensures that its creativity, identity, and business potential stay exclusively its own—allowing it to grow confidently and competitively worldwide.
With strong IP protection, businesses like MATCHAMAN can step boldly into the global arena—safe, confident, and ready to thrive.
Should you need more information on registering a Trademark in Indonesia and globally, contact us through the channels below and get a FREE 15-minute consultation!
📩 E-Mail : [email protected]
📞 Book a Call : +62 21 83793812
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