When a brand gains immense recognition and influence, it often becomes a target for imitators. As “TIGER” beer has become a global icon, it has faced increasingly complex challenges, especially, commercial paraticism.
Recently, HEINEKEN is a global and internationally recognized leader in the beverage production and supply business, including but not limited to beer detected a third party in Vietnam filed an International Registration under the Madrid System for the mark “TWO RED TIGERS” designating various countries, including Laos.
KENFOX IP & Law Office was engaged by HEINEKEN to step in with a simple mandate: stop the filing, protect the fame, and set a precedent. We built a bilingual, treaty-grounded opposition that translated well-known mark theory into a real, enforceable outcome before imitation could take root.
HEINEKEN ASIA PACIFIC PTE. LTD. is a Singapore-based brewing company founded in 1931 formerly known as Malayan Breweries Limited (abbreviated as MBL), a joint venture with Heineken International (Heineken International) and Fraser and Neave. In Asia-Pacific alone, Heineken has a 90-year history in the region with more than 9,000 executives operating in 24 markets. Originated in the Netherlands, Heineken is a family-owned business with a history of over 150 years, brews and distributes over 300 beer and cider brands in more than 190 countries.
In June 2023, HEINEKEN Asia Pacific Pte. Ltd. (“HEINEKEN”) - owner of the world-famous TIGER brand and a leader in the global beer industry - detected that a Vietnamese individual had filed International Registration No. 1728407 for “TWO RED TIGERS”, designating multiple jurisdictions including Laos.
The filing targeted beer and beverages in Class 32, directly overlapping the core product category associated with the iconic “TIGER” brand. The mark attempted to imitate the visual and conceptual strength of TIGER - replacing one tiger with “two red tigers” while retaining the commercial impression of a tiger-branded beer product.
This was not a routine opposition. We faced a multi-jurisdictional bad-faith filing by a foreign applicant attempting to leverage the international system (Madrid Protocol) to intrude into Laos - a developing IP jurisdiction with evolving fame-mark enforcement.
Key legal challenges:
For a global brand, this wasn’t theoretical risk. It was brand identity encroachment in a frontier market
where early silence could enable downstream infringement across ASEAN.
Step 1: Rapid Risk Assessment & Evidence Strategy
We delivered a structured legal assessment confirming a high likelihood of confusion and dilution, and advised comprehensive reputation evidence to secure a strong position.
We designed an evidence package, including:
Step 2: Multi-Layered Legal Argument
We built a compelling legal foundation anchored in:
We demonstrated that the applied-for mark would free-ride on TIGER’s fame, divert goodwill, and weaken source-identification.
Step 3: Bilingual Evidence & Procedural Precision
We prepared and filed (i) Full legal opposition; (ii) Affidavit of Use & Well-Known Status & (iii) Complete Laotian-language evidence submission. This gave DIP a judiciary-ready evidentiary package - not just objections, but prosecution-strength proof.
On 17 January 2024, the Laos Department of Intellectual Property (DIP) issued a total refusal against the “TWO RED TIGERS” filing.
This result is significant: The TIGER brand preserved exclusive rights in Laos, strengthening its position across ASEAN’s emerging beer markets.
KENFOX protects iconic global brands across Southeast Asia’s complex IP landscapes. We convert “well-known mark” principles into enforceable results by moving quickly against international bad-faith filings, invoking the Paris Convention and other treaties with precision, and presenting evidence packages that authorities can rely on. Our bilingual, cross-system advocacy bridges legal standards and market realities, so clients don’t just win on paper - they preserve market access and brand equity in high-growth jurisdictions.
This case demonstrates KENFOX’s ability to defend a world-leading brand before infringement spreads. Even in emerging IP systems, a coordinated strategy - rapid filings, treaty-based arguments, and authoritative evidence - can stop parasitic imitation at the border and stabilize legitimate sales channels.
QUAN, Nguyen Vu | Partner, IP Attorney
PHAN, Do Thi | Special Counsel
HONG, Hoang Thi Tuyet | Senior Trademark Attorney
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