{"id":5771,"date":"2025-11-05T14:05:25","date_gmt":"2025-11-05T14:05:25","guid":{"rendered":"https:\/\/affa.co.id\/global\/?p=5771"},"modified":"2025-12-04T06:49:55","modified_gmt":"2025-12-04T06:49:55","slug":"matchamans-trademark-strategy-a-blueprint-for-indonesian-brands-going-global-through-the-madrid-protocol","status":"publish","type":"post","link":"https:\/\/affa.co.id\/global\/2025\/11\/05\/matchamans-trademark-strategy-a-blueprint-for-indonesian-brands-going-global-through-the-madrid-protocol\/","title":{"rendered":"MATCHAMAN\u2019s Trademark Strategy: A Blueprint for Indonesian Brands Going Global through the Madrid Protocol"},"content":{"rendered":"<p><span style=\"font-weight: 400\">In an increasingly competitive global market, Trademark protection is no longer optional\u2014it is a fundamental foundation for business growth. One Indonesian brand leading by example is MATCHAMAN, a matcha-based beverage brand owned by <\/span><b>PT. Puyo Grup Indonesia<\/b><span style=\"font-weight: 400\">, widely recognized for its silky pudding outlets across the country.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Today, MATCHAMAN has become a rising name among premium matcha enthusiasts, gaining attention through its two flagship locations in <\/span><b>Melawai Blok M<\/b><span style=\"font-weight: 400\"> and <\/span><b>Pacific Place SCBD<\/b><span style=\"font-weight: 400\">, South Jakarta.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>A Contemporary Matcha Experience<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">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 caf\u00e9s in Bangkok, MATCHAMAN emphasizes a casual, on-the-go drinking experience supported by a striking interior\u2014metallic grays, vibrant emerald tones, and warm wood elements that pay homage to Japanese design.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">At its heart lies an open bar under a high ceiling, softly lit\u2014yellow during the day, green after sunset\u2014where matcharistas prepare every cup using traditional techniques learned from Tokyo and Kyoto tea houses: Hot water at exactly 80\u00b0C, whisked with bamboo tools in handmade chawan, producing silky, foamy perfection!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Building a Strong Brand Foundation<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">MATCHAMAN has taken exemplary steps to protect its business identity. In December 2024, the brand filed its Trademark in Indonesia under:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Class 30: matcha-based beverages, matcha latte, green tea, powdered green tea, etc.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Class 43: beverage service, hot and cold drink bars, boba service, and similar activities.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">MATCHAMAN successfully obtained registration in June 2025, with protection valid until December 2034.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">This careful and timely registration ensures that MATCHAMAN retains exclusive rights over its brand in Indonesia\u2014preventing misuse, counterfeiting, and unfair competition.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Going Global with the Madrid Protocol<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">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:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Australia<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Japan<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Malaysia<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Singapore<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">AFFA supported the Trademark filing under the Madrid Protocol, streamlining the process for securing overseas protection.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Why the Madrid Protocol Matters?<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">The Madrid Protocol allows brand owners to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">File once to cover multiple countries.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Manage and renew registrations centrally.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Save time and cost compared to filing country-by-country.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Expand quickly with legal security.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">This strategy exemplifies global best practice:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Register in the home country first.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Use the Madrid Protocol to efficiently reach new markets.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">By securing its identity abroad, MATCHAMAN ensures its brand remains exclusive and protected wherever it intends to grow.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Fast Execution: MATCHAMAN Lands in Japan<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Soon after filing its international Trademark application, MATCHAMAN moved swiftly to tap into overseas markets\u2014starting at the very heart of matcha culture: Japan!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">MATCHAMAN made its Japan debut through a collaboration with a local F&amp;B player, attracting enthusiastic public response. The collaboration demonstrated strong market interest and validated MATCHAMAN\u2019s positioning as a modern matcha brand with global appeal.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">This early success signals promising opportunities for future development abroad\u2014made possible by proactive Trademark protection.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">As MATCHAMAN stands as a model for Indonesian businesses aiming to expand globally, its strategy demonstrates key lessons:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trademark first \u2014 expansion second.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Protect at home, then secure key foreign markets.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Use efficient international systems like the Madrid Protocol.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Move fast once legal protection is in place.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">By protecting its brand early, MATCHAMAN ensures that its creativity, identity, and business potential stay exclusively its own\u2014allowing it to grow confidently and competitively worldwide.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">With strong IP protection, businesses like MATCHAMAN can step boldly into the global arena\u2014safe, confident, and ready to thrive.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>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!<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">? E-Mail<\/span> <span style=\"font-weight: 400\">: trademark@affa.co.id<\/span><\/p>\n<p><span style=\"font-weight: 400\">? Book a Call<\/span> <span style=\"font-weight: 400\">: +62 21 83793812<\/span><\/p>\n<p><span style=\"font-weight: 400\">? WhatsApp<\/span> <span style=\"font-weight: 400\">: +62 812 87000 889<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an increasingly competitive global market, Trademark protection is no longer optional\u2014it 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. &nbsp; 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. &nbsp; A Contemporary Matcha Experience &nbsp; 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 caf\u00e9s in Bangkok, MATCHAMAN emphasizes a casual, on-the-go drinking experience supported by a striking interior\u2014metallic grays, vibrant emerald tones, and warm wood elements that pay homage to Japanese design. &nbsp; At its heart lies an open bar under a high ceiling, softly lit\u2014yellow during the day, green after sunset\u2014where matcharistas prepare every cup using traditional techniques learned from Tokyo and Kyoto tea houses: Hot water at exactly 80\u00b0C, whisked with bamboo tools in handmade chawan, producing silky, foamy perfection! &nbsp; Building a Strong Brand Foundation &nbsp; 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. &nbsp; MATCHAMAN successfully obtained registration in June 2025, with protection valid until December 2034. &nbsp; This careful and timely registration ensures that MATCHAMAN retains exclusive rights over its brand in Indonesia\u2014preventing misuse, counterfeiting, and unfair competition. &nbsp; Going Global with the Madrid Protocol &nbsp; 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 &nbsp; AFFA supported the Trademark filing under the Madrid Protocol, streamlining the process for securing overseas protection. &nbsp; Why the Madrid Protocol Matters? &nbsp; 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. &nbsp; This strategy exemplifies global best practice: Register in the home country first. Use the Madrid Protocol to efficiently reach new markets. &nbsp; By securing its identity abroad, MATCHAMAN ensures its brand remains exclusive and protected wherever it intends to grow. &nbsp; Fast Execution: MATCHAMAN Lands in Japan &nbsp; Soon after filing its international Trademark application, MATCHAMAN moved swiftly to tap into overseas markets\u2014starting at the very heart of matcha culture: Japan! &nbsp; MATCHAMAN made its Japan debut through a collaboration with a local F&amp;B player, attracting enthusiastic public response. The collaboration demonstrated strong market interest and validated MATCHAMAN\u2019s positioning as a modern matcha brand with global appeal. &nbsp; This early success signals promising opportunities for future development abroad\u2014made possible by proactive Trademark protection. &nbsp; As MATCHAMAN stands as a model for Indonesian businesses aiming to expand globally, its strategy demonstrates key lessons: Trademark first \u2014 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. &nbsp; By protecting its brand early, MATCHAMAN ensures that its creativity, identity, and business potential stay exclusively its own\u2014allowing it to grow confidently and competitively worldwide. &nbsp; With strong IP protection, businesses like MATCHAMAN can step boldly into the global arena\u2014safe, confident, and ready to thrive. &nbsp; 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! &nbsp; ? E-Mail : trademark@affa.co.id ? Book a Call : +62 21 83793812 ? WhatsApp : +62 812 87000 889<\/p>\n","protected":false},"author":4,"featured_media":5773,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[81,102],"tags":[35,43,48,51,68,75,76,79,87,104,145,353,354,355,356,357],"_links":{"self":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5771"}],"collection":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/comments?post=5771"}],"version-history":[{"count":1,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5771\/revisions"}],"predecessor-version":[{"id":5772,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5771\/revisions\/5772"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/media\/5773"}],"wp:attachment":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/media?parent=5771"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/categories?post=5771"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/tags?post=5771"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}