Intellectual property rights are becoming an important "shield" for businesses.

In the context of rapidly changing business environments driven by digital transformation and e-commerce, intellectual property rights (IPR) are becoming a crucial "shield" for businesses. In Hue City, where hundreds of distinctive products reflecting local culture are reaching both domestic and international markets, protecting IPR is more urgent than ever.

The boom in e-commerce has brought great opportunities for businesses but has also created fertile ground for counterfeit goods. Many "made in Hue " brands such as eucalyptus oil, sesame candy, ao dai (traditional Vietnamese dress), and OCOP (One Commune One Product) products are being counterfeited and imitated online, causing consumer confusion and significant losses for businesses. According to Phan Hung Son, Deputy Director of the Department of Industry and Trade, many individuals exploit digital platforms for personal gain, while businesses lack the skills to protect their brands in the online environment.

At a training conference on e-commerce applications organized by the Department of Industry and Trade and EUBIZ Vietnam JSC, many experts warned that the wave of Industry 4.0 technology, especially artificial intelligence (AI), is posing a series of new challenges to intellectual property rights. AI can create complex works and products, but the legal mechanisms for identifying ownership, protection, or dispute resolution have not kept pace. Representatives from the Department of Science and Technology stated that cross-border infringement, illegal copying, and unauthorized use of copyrighted material require management agencies and businesses to prepare a better legal and technical foundation.

According to a report from the National Steering Committee 389, in the third quarter of 2025 alone, authorities handled over 31,000 violations related to smuggling, trade fraud, and intellectual property infringement. This figure shows that the risks to businesses are very high if they do not take measures to protect their brands from the outset.

Along with the pressure from the digital environment, Hue has also witnessed a strong transformation in the business community in building and developing intellectual property assets. Many businesses, cooperatives, and craft villages are beginning to view branding as a "passport" to increase competitiveness. In recent years alone, the city has supported the protection of intellectual property rights for a series of distinctive products such as Hue lotus, Hue ao dai (traditional Vietnamese dress), Pho Trach sedge mats, Quang Tho centella asiatica, Loc Thuy cajeput oil, and Hue sesame candy.

The OCOP program plays a crucial role in helping specialty products become associated with brands, while also expanding their promotion in the digital environment. Products such as Thuy Bieu green tea, Phong Dien green pomelo, and An Lo rice have significantly improved their market access after receiving support in registering trademarks.

According to the Department of Science and Technology, in implementing the National Intellectual Property Development Program until 2030, Hue has supported the registration of numerous specialty products and guided businesses in effectively exploiting intellectual property rights to increase product value and expand export markets. The number of industrial property registration applications in Hue has steadily increased by 12 to 15% each year, with trademarks accounting for a large proportion, and an increasing number of inventions and useful solutions from universities and research institutes in the province.

Along with registration and protection, the city also organizes activities to guide businesses in using digital tools to develop their brands. Workshops on intellectual property valuation, collective trademark consulting, geographical indications, and technology transfer networking are regularly implemented to form an innovation ecosystem linked to intellectual property rights.

As a leading province nationwide in digital transformation, Hue is integrating intellectual property rights (IPR) into its business digitalization strategy. The "100 Businesses Transform Digitally in 100 Days" program helps businesses access tools for sales management, online promotion, digital brand protection, and product traceability, thereby increasing their competitiveness on e-commerce platforms.

Protecting intellectual property rights in the digital age is not only a task for state management, but also an essential requirement for the sustainable development of businesses in Hue. When brands are properly protected, product value increases, market opportunities expand, and the image of Hue – a land of creativity and culture – is strongly disseminated.

Center for Science and Technology Communication

Source: https://mst.gov.vn/quyen-so-huu-tri-tue-dang-tro-thanh-la-chan-quan-trong-doi-voi-doanh-nghiep-197251211140939216.htm