{"id":5969,"date":"2026-04-18T03:43:02","date_gmt":"2026-04-18T03:43:02","guid":{"rendered":"https:\/\/affa.co.id\/global\/?p=5969"},"modified":"2026-04-18T03:43:02","modified_gmt":"2026-04-18T03:43:02","slug":"affa-represents-neo-factory-co-ltd-thailand-in-the-invalidation-of-the-d-nee-trademark-registration-in-indonesia","status":"publish","type":"post","link":"https:\/\/affa.co.id\/global\/2026\/04\/18\/affa-represents-neo-factory-co-ltd-thailand-in-the-invalidation-of-the-d-nee-trademark-registration-in-indonesia\/","title":{"rendered":"AFFA Represents Neo Factory Co., Ltd. (Thailand) in the Invalidation of the D-Nee Trademark Registration in Indonesia"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In an increasingly competitive business landscape, a Trademark is not merely an identity\u2014it is a strategic asset that determines trust, reputation, and business sustainability. However, in practice, not all business actors fully understand the importance of comprehensive Trademark protection from the outset.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">A recent decision by the Supreme Court of the Republic of Indonesia, Number 1337 K\/Pdt.Sus-HKI\/2025 Jo. Number 125\/Pdt.Sus-Merek\/2024\/PN.Niaga.Jkt.Pst, reaffirms this point and serves as an important reminder for businesses not to underestimate the legal aspects of Intellectual Property in Indonesia.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Case Chronology<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This case arose from the registration of a Trademark in Indonesia by a party whose mark bore substantial similarity to a trademark owned by a Thai trademark owner.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Below is the key timeline:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>May 15, 1997<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">The original owner registered its Trademark in its home country (Thailand) for various Class 3 products such as soap, lotion, and personal care items.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Global Expansion (following years)<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">The Trademark was subsequently registered and used in multiple countries, including China, Malaysia, Bahrain, Cambodia, Laos, the United Arab Emirates, and Vietnam.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>December 19, 2018<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">A party in Indonesia filed a Trademark application with a name and appearance that were substantially similar.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>December 4, 2020<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">The Trademark obtained protection in Indonesia after undergoing the examination process.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">At this point, there was a gap of more than 21 years since the original registration by the rightful owner.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>December 23, 2024<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">AFFA, acting as the Plaintiff, filed a lawsuit to invalidate the Trademark registration against the Defendant at the Commercial Court of the Central Jakarta District Court.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>March 20, 2025<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">The Commercial Court at the Central Jakarta District Court issued an initial decision rejecting the claim of the original Trademark owner.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>March 27, 2025<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">A cassation appeal was filed by the original Trademark owner to the Supreme Court.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>April 9, 2025<br \/>\n<\/b>The cassation memorandum was officially received by the court.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>December 17, 2025<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">The Supreme Court, at the cassation level, granted the cassation petition filed by AFFA.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In its considerations, the Supreme Court stated that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Indonesian Trademark had substantial similarity to the original Trademark.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The registration was made in bad faith.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The act had the potential to create unfair competition and mislead consumers.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Based on these findings, the Supreme Court:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Granted the cassation petition;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Overturned the previous decision;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Declared the Trademark registration in Indonesia invalid; and<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ordered its removal from the general Trademark register.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">This case highlights one crucial point: Trademark protection is a business strategy, not merely an administrative process. The more than two-decade delay in this case demonstrates that failure to secure rights in a particular country can open opportunities for other parties to take advantage.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">At the same time, this decision provides reassurance that the Indonesian legal system continues to protect parties with strong grounds of use and established reputation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Business actors should consider the following strategic measures:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Secure Trademark protection early, including in target expansion countries.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct comprehensive clearance searches before filing a Trademark.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build and consistently document brand reputation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be prepared to enforce rights in the event of infringement.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">With the right approach, a Trademark becomes not only a business identity but also a solid foundation for long-term growth.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Proper guidance from the outset will help ensure that each protection step is carried out strategically, minimizing the risk of disputes and preserving business value.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Should you need further information regarding Trademark protection in Indonesia, feel free to contact us through the following channels and receive a FREE 15-minute consultation:<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udce9 E-Mail<\/span> <span style=\"font-weight: 400;\">: trademark@affa.co.id<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udcde Book a Call<\/span> <span style=\"font-weight: 400;\">: +62 21 83793812<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udcac WhatsApp<\/span> <span style=\"font-weight: 400;\">: +62 812 87000 889<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>About AFFA:\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Established in 1999, AFFA Intellectual Property Rights is an Indonesia-based boutique IP law firm serving international brands and innovators, offering full-service support\u2014from prosecution and licensing to enforcement and commercialization\u2014in Indonesia\u2019s dynamic IP landscape. Our firm is widely recognized for its excellence, with accolades including <\/span><b>\u201cBest Boutique Law Firm in Indonesia\u201d<\/b><span style=\"font-weight: 400;\"> and<\/span><b> \u201cIP Enforcement Firm\u201d <\/b><span style=\"font-weight: 400;\">at the Indonesia Law Firm Awards 2025 by <\/span><b>Asia Business Law Journal<\/b><span style=\"font-weight: 400;\">, as well as being listed as a <\/span><b>\u201cRecommended Firm 2024 \u2014 Indonesia\u201d<\/b><span style=\"font-weight: 400;\"> by <\/span><b>WTR 1000: The World\u2019s Leading Trademark Professionals<\/b><span style=\"font-weight: 400;\">. For more information, please visit: <\/span><a href=\"http:\/\/www.affa.co.id\"><span style=\"font-weight: 400;\">www.affa.co.id<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an increasingly competitive business landscape, a Trademark is not merely an identity\u2014it is a strategic asset that determines trust, reputation, and business sustainability. However, in practice, not all business actors fully understand the importance of comprehensive Trademark protection from the outset. &nbsp; A recent decision by the Supreme Court of the Republic of Indonesia,&hellip;<\/p>\n","protected":false},"author":1,"featured_media":5971,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,102],"tags":[79,87,104,137,145,197,353,354,355,35,356,43,357,48,386,51,68,75,76],"class_list":["post-5969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-intellectual-property","category-trademark","tag-your-ip-is-our-expertise","tag-affa-ipr","tag-merek-indonesia-bisa","tag-thailand","tag-timing-is-everything","tag-invalidation","tag-indonesia-trademark-registration","tag-overseas-trademark","tag-indonesia-patent-registration","tag-trademark","tag-indonesia-industrial-design-registration","tag-intellectual-property","tag-indonesia-copyright-registration","tag-merek","tag-d-nee","tag-kekayaan-intelektual","tag-affa","tag-ip","tag-ki","category-81","category-102","description-off"],"_links":{"self":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5969","targetHints":{"allow":["GET"]}}],"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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/comments?post=5969"}],"version-history":[{"count":4,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5969\/revisions"}],"predecessor-version":[{"id":5974,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/posts\/5969\/revisions\/5974"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/media\/5971"}],"wp:attachment":[{"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/media?parent=5969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/categories?post=5969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/affa.co.id\/global\/wp-json\/wp\/v2\/tags?post=5969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}