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Consumer Products

Consumer Products

Key Contacts

Cambodia

Indonesia

Laos

Myanmar

Thailand

Vietnam

Jay Cohen

     +855 23 964 210

     [email protected]

David Mol

     +855 23 964 210

     [email protected]

Wongrat Ratanaprayul

     +6221 2971 8099

     [email protected]

Prisna Sungwanna

     +66 2056 5656

     [email protected]

Yuwadee Thean-ngarm

     +95 9 772 440 002

     [email protected]

Kobkit Thienpreecha

     +66 2056 5534

     [email protected]

Wiramrudee (Pink) Mokkhavesa

     +66 2056 5873

     [email protected]

Linh Thi Mai Nguyen

     +84 24 3772 5559

     [email protected]

Chuyen Hong Huu Le

     +84 28 628 45687

     [email protected]

OVERVIEW

Helping you bring
world-class products to the fast-growing markets of Southeast Asia.

The consumer products team at Tilleke & Gibbins will partner with you across all stages of commercializing your product in Southeast Asia.

At the concept and design stage, we help protect your innovation through patent and trademark services, and pave the way for market entry and product launches through market surveys and commercialization services.

At the realization stage, we work with you to secure favorable manufacturing and warehousing deals, enter into joint ventures with trusted local partners, and navigate the regulatory and labelling regimes to ensure that your products are compliant and profitable. When manufacturing is underway, we advise on labor and employment matters on an ongoing basis, and on the vital licensing, distribution, and franchising agreements to get your products to market worldwide.

In the unlikely event that anything goes wrong, our dispute resolution team is on hand to help protect your market position and reputation. We have worked with some of the world’s largest brands to carry out product recalls and to defend against consumer litigation, including class actions.

With a unified multidisciplinary team that understands your product from step one, you can rest assured that your business in Southeast Asia is in good hands.

Case Studies
Thailand | Full-service

Tilleke Helps Aesop Launch First Official Signature Store in Thailand

Tilleke & Gibbins is proud to have helped well-known Australian luxury cosmetics brand Aesop with the launch of its first official signature store in Thailand, advising on a full range of legal matters from company incorporation and licensing to product registration and all stages in between.

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Thailand | Automotive | Dispute Resolution

Successful Representation in Product Recall Case

Represented the Thai subsidiary of a major Japanese automaker on a number of claims related to allegedly defective airbags. Through our strong representation, all cases were tactically settled for a nominal amount.

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Laos | Consumer Products | Intellectual Property

Obtained Foreign GI Registration in Laos for Scotch Whisky

Advised the Scotch Whisky Association in the registration of the second-ever foreign Geographical Indication (GI) in Laos. Notably, Tilleke & Gibbins previously also advised a different client on the registration of the first-ever foreign GI in Laos, “Champagne.”

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Thailand | Consumer Products | Corporate/M&A

Assisted Luxury Fashion Brand with Franchise Buyback

Assisted a luxury fashion brand in framing and entering into an agreement to buyback a franchise from its Thailand franchisee, which included transfers of preexisting retail stores, assets, and leases to the newly formed Thailand wholly-owned subsidiary of our client.

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Experience

  • Retained by one of Southeast Asia’s largest manufacturers of alcoholic and non-alcoholic beverages to handle their trademark portfolio and labelling requirements across all six of our jurisdictions.
  • Represented the Myanmar subsidiary of a Thai garment manufacturer with over 4,000 total employees in preparing a successful appeal for a complex and highly publicized arbitration between our client and 260 of their employees in Myanmar in relation to a massive strike based on 23 labor demands including wage increase, skills bonus, full-time jobs for temporary staff, and shuttle transportation, among others.
  • Advised the Thai subsidiary of a major Japanese automaker on a number of claims related to allegedly defective airbags.
    The claimants argued that they were injured after airbags deployed with excessive force when they were involved in accidents while driving the automaker’s vehicles. The claimants claimed damages and demanded that our client initiated recalls of its vehicles in Thailand. Through our representation, all cases were successfully settled for a nominal amount.
  • Our franchising practice is one of the most active in Southeast Asia, assisting clients with every stage of bringing their franchises to the region, providing preliminary advice on regulations, market entry, and trademark protection; drafting, advising on, and translating franchise disclosure documents and franchise agreements to file for registration with local regulators; and providing ongoing advice once the local franchises have been sold and established.
  • Retained to advise a world-leading multinational luxury goods corporation on a wide range of corporate and commercial matters related to their business operations in Thailand, including the establishment and operation of it’s retail operations in Bangkok’s luxury malls, and the recent closure of a snake farm in Thailand.
  • Advising a multinational food manufacturing company on their plans to launch a contest in which Thai consumers would be entitled to participate. As the contest operator is domiciled in Singapore and the company’s Thai affiliate is not involved, they initially approached us about the general legal implications of a foreign entity administering such a contest. This uncovered complex Thai tax implications on the prizes that would be awarded under the contest. We advised the client on the various rules and regulations that they need to be aware of in order to run their contest and remain fully compliant with Thai tax laws.
  • Retained by the world’s largest coffee chain to enforce its IP rights in Cambodia and Laos by continuously monitoring the Cambodian market, providing our client with sighting reports, and taking action to prevent the dissemination of counterfeits in the country.
  • Representing one of the world’s largest producers and sellers of vitamins, minerals and nutritional supplements in claims before the Thai Customs Department om a dispute over the application of internationally accepted rules of origin in calculating whether products imported for distribution in Thailand qualify for tax exemptions under ASEAN member trade agreements. Significantly, this matter involves complexity in the interpretation of rules of origin, as only significantly small percentages of our client’s product ingredients originate from countries not subject to tax exemptions.
  • Advised Red Bull, a leading energy drink maker, on an intercompany trademark license registration between Red Bull AG and Red Bull Asia FZE. The client wanted to update the addendum to an existing agreement to include Red Bull’s entire Indonesian trademark portfolio.
  • Tilleke & Gibbins regularly organizes product identification training sessions across Southeast Asia for our IP practitioners and clients to come together and train local officers on how to differentiate genuine products from counterfeit products for some of the world’s leading brand owners. Through these events, we help support educational programs, enhance border control measures, strengthen IP protection for our clients, and build collaborative relationships with officials from the operational to the executive level.
  • Representing a Brazilian footwear manufacturer in enforcement action to prevent online counterfeiting in Cambodia.

PROFESSIONALS

RELATED INSIGHTS

April 1, 2026
On March 30, 2026, Thailand’s Customs Department announced a strategy to raise import duties on a broad range of consumer goods—including plastic items and electronics accessories—to their maximum statutory ceilings, which often sit at 30% or 40%. Many of these goods currently benefit from promotional or incentive rates as low as 5%. For importers, e-commerce platforms, and logistics providers, this development demands immediate attention. While these increases generally require cabinet approval, they do not require full parliamentary amendment of the Customs Tariff Decree B.E. 2530, as the Customs director-general and the finance minister hold delegated authority to adjust rates within existing statutory bounds. Businesses should not assume that the legislative process will provide significant lead time before higher rates take effect. Death of the De Minimis: Abolishing the THB 1,500 Loophole This “ceiling-rate” policy, which is designed to equalize the landed cost of foreign goods with the domestic production costs of Thai manufacturers, builds on a sweeping set of customs reforms that have already begun to reshape Thailand’s trade environment. The foundation of this new regime was laid on January 1, 2026, when Thailand formally abolished the longstanding THB 1,500 duty exemption for small imported parcels under Customs Notification No. 219/2568. Every imported item is now subject to VAT and applicable import duties for its declared value, regardless of parcel size or transaction amount. By narrowing the scope of exemptions previously granted to low-value goods under the Customs Tariff Decree B.E. 2530, the government has made clear that the era of tax-free cross-border micro-imports is over. Three-Phased Strategy and Legal Modernization The March 30 announcement is the second phase of a three-part regulatory roadmap: Immediate enforcement: The removal of the THB 1,500 loophole and the imposition of VAT on all parcels, effective January 1, 2026. Tariff realignment: The current
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March 31, 2026
Thailand’s Office of the Consumer Protection Board has opened a public hearing period on draft regulations governing the transfer of direct sales and direct marketing businesses. The draft Notification of the Direct Sales and Direct Marketing Committee: Criteria and Procedures for Business Transfer and Amendment of Registration for Direct Sales or Direct Marketing Businesses establishes a compliance-focused process with strict documentation requirements and timelines for transferring direct sales and direct marketing businesses. The proposed framework also defines the roles of transferors and transferees and establishes application procedures with the Office of the Consumer Protection Board. Applications may be submitted in person or electronically and will be examined to confirm they are complete, authentic, and compliant with legal requirements. This includes verification that: The transferee meets all required qualifications; No disqualifying factors apply; and The applicant is not subject to legal restrictions. The public hearing period is open until April 29, 2026. Direct sales and direct marketing business operators should prepare for these proposed requirements to ensure compliant implementation once the regulations are finalized.
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March 20, 2026
Myanmar has introduced a comprehensive new regulatory framework for alcoholic beverages that will impose stricter controls on production, distribution, advertising, and sales. On March 7, 2026, the National Defence and Security Council issued a new Excise Law (NDSC Law No. 13/2026), repealing the Excise Act of 1917. The law, which has not yet entered into force, will take effect on a date to be specified in a separate notification—likely within this year. The new Excise Law establishes clearer definitions, introduces multiple categories of excise licenses and permits, and significantly expands prohibitions and compliance obligations for businesses operating in the alcohol sector. Many operational details will be clarified through implementing rules and notifications. Scope and Definitions The new law defines “excise” to cover alcoholic liquor and excisable articles. Alcoholic liquor is broadly defined as any liquid containing more than 0.5% ethyl alcohol, including beer, wine, toddy sap, fermented liquor, and any other liquid declared as alcohol by notification of the relevant ministry, excluding denatured alcohol. Alcoholic liquor is further categorized into country liquor, foreign liquor, and international‑standard domestically produced liquor. Excise Licensing The law also introduces a more detailed licensing regime. The following types of liquor excise licenses are available: Production Production of value-added products Bottling Distribution Sales Other excise‑related businesses designated by General Administrative Department (GAD) notification The GAD will prescribe the licensing fees, requirements, and conditions for each category through notifications issued with the approval of the Ministry of Home Affairs. The GAD may also, with the approval of the Ministry of Home Affairs, prescribe quantities and volumes of alcoholic beverages that may be possessed without a liquor license. No such prescribed quantities have yet been issued. Holders of excise licenses for manufacturing, production of value-added products, or bottling must obtain approval from the relevant government department or
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March 19, 2026
Thailand’s Electronic Transactions Development Agency (ETDA), which describes itself as a “co-creation regulator” working collaboratively with industry rather than imposing top-down rules, has unveiled its regulatory roadmap for digital platform businesses under the Royal Decree on Digital Platform Service Businesses B.E. 2565 (2022). The 2026 regulatory approach is guided by three core principles—“practicable, verifiable, shared responsibility”—aimed at elevating digital services to be safe, transparent, and fair. These principles inform ETDA’s 2026 priorities, which focus on three key dimensions: product and service standards on platforms, fair competition and fee transparency, and online fraud prevention. Product and Service Standards ETDA’s 2026 agenda addresses product and service standards across several platform categories: Online marketplace platforms. The Notification on Additional Measures for Online Marketplace Platforms under Section 18(2) came into force on December 31, 2025, designating 21 marketplace platforms that must verify products and merchants. Among other obligations, covered platforms must remove or suspend substandard products under the “notice and take down” principle. The ETDA has collaborated with the Food and Drug Administration and the Thai Industrial Standards Institute to develop inspection manuals and coordinate compliance procedures. Social commerce. The ETDA is preparing a new notification under Section 18(2) specifically targeting social commerce platforms with sales support functions, aiming to align regulation with evolving digital market conditions. Ride sharing. Since the postponement of the deadline to comply with the ETDA’s notification on ride-sharing platforms to March 31, 2026, the ETDA has supported drivers in registering with the Department of Land Transport through the Driver Verify registration system, which has already issued certifications to approximately 27,900 riders. The ETDA is also examining structural issues relating to appropriate insurance packages, motorcycle engine capacity expansion, and fair leasing fees and contract transfer costs in coordination with the Department of Land Transport, the Office of Insurance Commission,
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AWARDS & RANKINGS
September 12, 2025
The 2025/2026 edition of the IFLR1000 Asia-Pacific rankings, released by International Financial Law Review (IFLR), highlights Tilleke & Gibbins’ continued excellence in financial and corporate transactional work. The firm has maintained its strong rankings across multiple jurisdictions and practice areas while achieving notable upgrades and new recognitions, reaffirming its position as a leading firm in the Asia-Pacific region. This year, Tilleke & Gibbins received firmwide rankings in key jurisdictions, including: Thailand Banking & Finance—Tier 3 Capital Markets: Debt—Tier 3 Capital Markets: Equity—Tier 3 M&A—Tier 2 Project Development—Tier 2 Restructuring & Insolvency—Tier 3 Vietnam Banking & Finance—Tier 4 M&A—Tier 3 Project Development—Tier 3 Cambodia Financial & Corporate—Tier 2 Project Development—Tier 2 Laos Financial & Corporate—Tier 2 In addition to these firmwide rankings, Tilleke & Gibbins had several standout individual recognitions, with 12 lawyers honored in the 2025/2026 individual rankings—an increase from last year’s 10. This year’s results include upgraded rankings for John Frangos and new rankings for Charupat Boon-Long, Derrick Khoo, Prisna Sungwanna, and Saravut Krailadsiri. The full list is as follows: Charunun Sathitsuksomboon—Highly Regarded, M&A, Thailand; Women Leader Charupat Boon-Long—Rising Star, M&A, Thailand (new ranking) David Mol—Rising Star, Corporate and M&A, Cambodia Derrick Khoo—Rising Star (Partner), Financial and Corporate, Thailand (new ranking) Jay Cohen—Highly Regarded, Banking, Cambodia John Frangos—Highly Regarded, Restructuring & Insolvency, Thailand (upgraded ranking) Niti Muangkote—Rising Star, Financial & Corporate and Project Development, Laos; Highly Regarded, Banking & Finance, Thailand Prisna Sungwanna—Highly Regarded, Financial & Corporate, Laos (new ranking) Saithong Rattana—Notable Practitioner, Project Development and M&A, Laos Santhapat Periera—Highly Regarded, Banking & Finance and M&A, Laos; Highly Regarded, Banking & Finance, Thailand Saravut Krailadsiri—Notable Practitioner, Thailand (new ranking) Tram Ngoc Bich Nguyen—Highly Regarded, M&A, Vietnam To see the full set of IFLR1000 rankings for Tilleke & Gibbins’ jurisdictions, please see the Cambodia, Laos, Thailand, and Vietnam pages
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September 3, 2025
Tilleke & Gibbins is honored to announce that the firm has been shortlisted for three prestigious categories at the Asialaw Awards 2025. This year’s shortlist reflects the outstanding work of the firm’s teams across Southeast Asia and highlights their ongoing commitment to delivering exceptional client service in the region. In the firmwide category, Tilleke & Gibbins was nominated for: Cambodia Firm of the Year Laos Firm of the Year In the individual category, Prisna Sungwanna was shortlisted for Laos Female Lawyer of the Year, joining an impressive field of nominees from other leading firms. The Asialaw Awards celebrate the most outstanding firms and lawyers across the Asia-Pacific region. The 2025 winners are set to be announced at an awards ceremony in Ho Chi Minh City in November. For more information on the Asialaw Awards 2025 and to browse a full list of the nominees, please visit the Asialaw website.
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August 14, 2025
Tilleke & Gibbins is pleased to announce that Alan Adcock and Somboon Earterasarun have been named to the IAM Strategy 300 2025, an annual list that identifies the world’s leading professionals in intellectual property strategy. This marks Alan’s 15th consecutive year of inclusion in the IAM Strategy 300, recognizing his extensive experience in legal strategy, licensing, mergers and acquisitions, technology transfer, and IP valuation. Somboon has been included for the third consecutive year, highlighted for his strengths in IP management consultancy, licensing, and legal strategy. Their continued recognition reflects Tilleke & Gibbins’ capabilities in helping clients develop and implement effective strategies to maximize the value of their intellectual property assets.
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