From Guimaras Mangoes to Jollibee: IPOPHL shares the Philippine IP and tourism story to the world at WIPO GA

By Janina Lim

Information Officer III

From world-famous mangoes and centuries-old weaving traditions to globally recognized brands and homegrown innovations, the Philippines brought this week the many faces of intellectual property (IP) to Geneva, showing to the world how IP, technologies and cultural heritage can build a more sustainable tourism economy.

The exhibition, themed IP in Sustainable Tourism, is staged at the World Intellectual Property Organization (WIPO) Headquarters from July 7 to 15, and showcases the country’s rich portfolio of geographical indications (GIs), collective marks, well-known marks, patented innovations, industrial designs and copyrighted creative works.

Mounted by the Intellectual Property Office of the Philippines (IPOPHL), in partnership with the Department of Tourism (DOT), the Philippine Permanent Mission to the United Nations and Other International Organizations and the Design Center of the Philippines (DCP), the exhibition forms part of the Philippines’ chairmanship of this year’s WIPO General Assembly.

An opening ceremony was held on July 10 with remarks from WIPO Director General Daren Tang, representatives of the Philippine Permanent Mission and industry partners.

IPOPHL Director General Teodoro C. Pascua said the exhibit provides a unique platform to share with WIPO Member States how IP unlocks the full potential of sustainable tourism in the Philippines while preserving its cultural and natural assets for future generations.

“Through this exhibition, the Philippines demonstrates that sustainable tourism is also about valuing the knowledge, creativity, traditions and innovations that make its destinations and stories unique. Every destination has a story, and intellectual property helps ensure that these stories remain authentic, protected and economically rewarding for the communities that keep them alive,” DG Pascua said.

The exhibition features some of the country’s most recognizable well-known marks, including Jollibee and Chickenjoy, alongside SM Kultura, illustrating how trusted brands have become part of the Philippine tourism experience.

Regional identities are likewise highlighted through collective marks such as Bikol Pili and Camiguin Lanzones, demonstrating how community branding enables producers to collectively build market recognition while strengthening local economies.

At the heart of the exhibit are the Philippines’ registered GIs, namely the Guimaras Mangoes, Aklan Piña, Asin Tibuok and T’nalak Tau Sebu, products whose quality and reputation are inseparable from their places of origin. Visitors also learn about the landscapes, festivals, traditions and communities behind each product, reinforcing the close connection between heritage, place and economic opportunity.

Green technologies also share the spotlight. Featured are the University of the Philippinesdeveloped Fish-I Technology, a patented reef-monitoring system that supports marine conservation, together with environmentally friendly materials such as Pinyapel and bamboobased textiles that promote circular and resource-efficient production.

The exhibition also highlights the role of copyright in destination branding through Filipino animation, audiovisual storytelling and digital creative works that continue to bring Philippine culture and tourism experiences to global audiences.

Beyond the vibrant displays, visitors are invited to experience an interactive journey through Philippine destinations using digital touchscreens, a GI matching game, sensory displays featuring Philippine essential oils and educational materials explaining the country’s evolving IP system, including its official GI logo.

The program also features performances celebrating the country’s cultural diversity, including T’boli and Igorot traditions, Tinikling, Sinulog and Filipiniana fashion.

The WIPO GA is an annual gathering that brings together the organization’s 194 Member States to discuss global IP policy and the future direction of the international IP system.