Before specializing in the field of IP, she worked as a legal counsel for the Deputy Head of the Legal Assistance Department – Hanoi Department of Justice for two years, participating in legal services and judicial translation. This period helped her gain a thorough understanding of the “language” and operating mechanisms of the legal system, how state agencies evaluate files and evidence, as well as the standards for validity and persuasiveness of legal documents – factors that later became a great advantage when she entered the field of IP.

Prior to joining KENFOX, Ms. Hoang Thi Tuyet Hong spent nearly 10 years working at one of Vietnam’s top four IP law firms, where she oversaw and managed the IP filing system, directly handling over 1,000 patent applications for domestic and international clients, and expanding into trademark, copyright, and related areas. This experience gave her a deep understanding not only of the theoretical process of handling patents and trademarks, but also of the practical “bottlenecks” commonly encountered when working with IP offices and implementing multinational protection strategies.

At KENFOX, Ms. Hoang Thi Tuyet Hong is a strategic focal point for patents and trademarks in Vietnam, Laos, Cambodia, Myanmar, and other ASEAN countries. She has comprehensive experience in filing, pursuing, renewing, transferring, recording changes, objecting, requesting invalidation, evaluating, and enforcing IP rights. Her expertise spans:

• Trademark, patent, and copyright disputes;
• Investigating and handling acts of counterfeiting, trademark infringement, patent infringement, and copyright infringement through administrative and civil measures;
• Transfer, sale, merger, and acquisition of trademarks, patents, and copyrighted works, ensuring the transaction structure complies with legal regulations and the client’s business objectives.

As a multidisciplinary IP consultant with a Vietnamese law degree and over a decade and a half of in-depth experience, Ms. Hoang Thi Tuyet Hong is highly regarded for her ability to develop appropriate and effective IP strategies for various types of businesses – from startups building their technology platforms, small and medium-sized enterprises in the expansion phase, to multinational corporations requiring cross-border IP mapping in ASEAN. She accompanies businesses throughout the entire IP asset lifecycle, from the idea stage – registration – exploitation – defense – portfolio restructuring, helping clients proactively mitigate risks, optimize costs, and transform IP into a true pillar of their competitive strategy.

• Multidisciplinary inventions & technical solutions: Complete patent application lifecycle management: searching, drafting, filing, responding to rejection notices, renewal, and assignment. Ms. Hong possesses the ability to quickly grasp the technical essence, extract novel elements, and determine the appropriate scope of protection to satisfy legal requirements while providing sufficient “margin” for protecting competitive position.
• Trademarks & Copyrights – From Strategy to Disputes: Consulting on registration strategies, trademark/copyright portfolio management, risk assessment, as well as objections, cancellations, terminations, and infringement handling. Her approach closely links the registration portfolio to brand development strategy, avoiding duplicate and wasteful registrations while still providing sufficient coverage for product/service expansion plans.
• IP Litigation & Enforcement: Experienced in working with enforcement agencies in Vietnam and several ASEAN countries on cases involving counterfeit goods, trademark infringement, patent infringement, and copyright infringement. She often flexibly combines administrative, civil, and negotiation measures, helping to shorten the time to end infringement, minimize prolonged damage, and optimize costs for businesses.
• IP Transfer, Valuation & Exploitation: Consulting on the transfer, licensing, buying, selling, and equity contribution using IP rights; supporting businesses in viewing IP rights as an item in their asset strategy and long-term investment plan – especially important for businesses raising capital, restructuring, or expanding their market.
• File Management & Process Optimization: In her managerial role, she built and supervised a systematic and transparent file processing procedure: from request reception, archiving, deadline reminders to reporting. This minimized procedural errors, ensured better control over legal deadlines, and improved predictability in handling customer requests.

• Case 1: The LACTOMASON Raid: From Legal Documentation to On-Site Enforcement

In the case of trademark infringement of LACTOMASON by the South Korean company LACTOMASON CO., LTD. A Vietnamese company, “Lacto Mason Vietnam Co., Ltd.”, brazenly used the “LACTOMASON” trademark, which was almost identical to the original trademark, on a series of women’s health care products. They incorporated it directly into their company name and exploited it consistently across their website, social media, advertising materials, and signage – a deliberate, sophisticated, and well-organized infringement scheme. In this case, Ms. Hong affirmed her role as the “execution architect”: designing the entire process from investigation and evidence gathering to expert assessment and on-site raid, coordinating closely with market management forces and expert assessment agencies. Her highlight was her ability to transform a complex legal case into a sharp action plan, effectively controlling risks and producing concrete results: nearly 8,500 units of infringing products were seized and destroyed, the infringing party was fined over 700 million VND, and the value of the infringing goods was nearly… 1.5 billion VND. This helps protect the legitimate rights of the owner and sends a strong deterrent message to those who intend to “take shortcuts” by exploiting international brands.

• Case 2: “FOELLIE” – A lesson in conflicts of interest, fraudulent registration, and abuse of IP procedures.

In the “FOELLIE” trademark dispute, the context was particularly complex: the Vietnamese party (Luu Ngoc Anh/La Pharma) exploited the “first come, first served” principle to obtain the trademark certificate, while simultaneously implementing a series of retaliatory actions – sending threatening warning letters to the official distributor, demanding Shopee/Lazada/TikTok remove the sales account, and filing complaints with e-commerce regulatory authorities – all while they themselves had been identified as having copied the copyrighted “Foellie” logo. Initially, Vietnamese authorities and platforms were confused and handled the situation rather mechanically, failing to clearly distinguish between trademarks and copyrights, paralyzing Laorganic’s official distribution channel and causing a significant drop in sales.

In the context of such “conflicts of rights” and procedural abuses, Ms. Hong played a prominent role as a strategic architect: she designed a roadmap to prove the registration was fraudulent and abusive (copyright assessment at ECCR, building a dossier requesting the cancellation of the trademark certificate based on Articles 74.2(g), 87.2, and 96 of the IP Law), while persistently appealing to digital platforms to force them to independently distinguish between trademarks and copyrights, and restore Laorganic’s account and genuine content. As a result, the IP Office issued a decision to cancel certificate 525787 “FOELLIE,” TikTok Vietnam and the platforms adjusted their handling procedures, thereby not only “returning the name” to the true owner but also setting an important standard for preventing abuse of IP procedures in Vietnam.

• Bachelor of Foreign Languages (English Department) – Hanoi University.
• Bachelor of Laws – Hanoi Law University
• Certificate of Training in Lawyer Practice Skills at the Vietnam Academy of Justice
• Advanced International Certificate in IP Asset Management in Seoul, South Korea
• JPO/IPR Training Certificate for IP Attorneys in Tokyo, Japan
• Certificate of Advanced Training Course on IP Law organized by the Vietnam IP Office.
• Head of Trademark and Copyright at KENFOX IP & Law Office.
• Directly handled over 1,000 patent applications and hundreds of trademark and copyright cases for Vietnamese and international clients.
• She had many years of experience as a patent specialist at a leading IP law firm in Vietnam before joining KENFOX.
• Participate in training on the practical aspects of patent, design, and trademark protection, and develop and standardize application processing procedures to enhance the ability to protect and enforce IP rights for rights holders.

• Manufacturing – industry, mechanical engineering, electrical and electronics, chemicals, pharmaceuticals: Registration and protection of inventions/utility models; assessment and handling of IP infringement, and technology licensing negotiations.
• Consumer goods, food and beverages, cosmetics: Building and protecting trademark, packaging, and design portfolios; handling counterfeit goods and IP infringement in traditional and e-commerce distribution channels.
• Information technology, software, and digital content: Copyright protection for software and content, licensing agreements, handling of unauthorized copying, and disputes in the online environment.
• Educational services, digital services, e-commerce: Protecting trademarks, domain names, digital content, and addressing infringements in the online environment.

• Identifying and establishing rights to inventions, trademarks, and copyrights.
• Develop strategies and restructure the IP portfolio domestically and within the ASEAN region.
• Opposing, canceling, or terminating the validity of conflicting trademarks.
• Investigate and handle acts of infringement, counterfeiting, and unauthorized copying.
• Consulting services for the transfer, licensing, and capital contribution using IP assets.

Ms. Hong regularly participates in and presents at professional seminars on IP in Vietnam and the Asian region, with typical topics such as:

• Mekong IP Enforcement Forum focuses on coordination between enforcement agencies and businesses in addressing counterfeit goods and trademark infringement in Vietnam, Laos, Cambodia, and Myanmar.
• The Indochina Trademark & Copyright Summit discusses strategies for managing trademark/copyright portfolios in conjunction with market expansion plans in the region.
• The ASEAN Innovation & Patent Lifecycle Conference shares experiences in patent searching, drafting, responding to rejections, and transferring patents in a multinational context.
• The Cross-Border IP Litigation & Dispute Resolution Forum focuses on trademark and patent cases with foreign elements, and how to combine administrative, civil, and negotiation measures.
• Region IP Commercialization & Valuation Workshop guides businesses on how to view IP rights as an integral part of their investment, fundraising, and restructuring strategies.
• Vietnam-Cambodia-Laos IP Strategy Dialogue – An exchange on policies, procedures, and experiences in managing patent/trademark applications in the three countries.
• The Myanmar IP & Market Expansion Forum focuses on aligning registration strategies with plans for entering emerging markets.

• Legal -Business-Enforcement Connection: Hong doesn’t just stop at registering and maintaining IP rights; she always designs solutions that are integrated with the business model, supply chain, and market expansion plan. This approach helps IP rights become assets that can be protected, exploited, and generated profit for the business.
• A protection strategy linked to competition: When dealing with patents, trademarks, or copyrights, Ms. Hong always considers the scope of protection to ensure it meets legal requirements while also providing a sufficiently broad “margin” to protect competitive position. This helps businesses not only obtain patent rights but also gain a real advantage in the market.
• Enforcement & Litigation Practice: With experience working with enforcement agencies in Vietnam and many ASEAN countries, Ms. Hong often flexibly combines administrative, civil, and negotiation measures. This method shortens the time to resolve infringement, minimizes prolonged damage, and optimizes costs for clients.
• IP Valuation & Exploitation: Hong approaches IP rights as an item in her long-term asset strategy and investment plan. When advising on the transfer, licensing, or capital contribution using IP rights, she helps businesses clearly see the commercial value and profit potential of these rights.
• File management & process optimization: In her managerial role, Ms. Hong developed a transparent, systematic, and highly predictable file processing procedure. From receiving and storing files to reminding clients of deadlines and reporting, every step is tightly controlled, minimizing procedural errors and ensuring compliance with legal deadlines.
• Multidimensional and cross-border cooperation: Hong regularly collaborates with FDI enterprises, regional partners, and relevant authorities to agree on IP strategies. This cooperation provides the company with a solid legal foundation when expanding its operations in Vietnam, Laos, Cambodia, and Myanmar.

• The IP portfolio is designed and optimized to align with product strategy, target market, and budget.
• The risk of disputes, rejection, or blocking by the right of sight is identified and addressed early on.
• Processing time and costs are better controlled thanks to a streamlined workflow and close monitoring of legal deadlines.
• Cases of infringement and counterfeiting are approached through multiple channels, helping to expedite the cessation of the activity and minimize damage.
• IP assets are exploited more effectively through transfer, licensing, or collaboration, supporting growth objectives and fundraising.

• “Ms. Hong not only helped us register and maintain our IP rights, but also designed strategies aligned with our business model and market expansion plans. As a result, our IP rights truly became valuable assets, protecting and enhancing the company’s competitive position.”
• “What impressed us most was Ms. Hong’s ability to combine legal and business practices. She consistently provided solutions that ensured legal compliance while optimizing costs and time, allowing businesses to focus on product development.”
• “In handling cases of counterfeit goods and trademark infringement, Ms. Hong has demonstrated keen insight and effectiveness. Thanks to her flexible approach combining administrative, civil, and negotiation measures, we were able to quickly put an end to the infringement, limit damage, and protect our brand reputation. ”
• “Ms. Hong helped us see IP rights not just as a legal procedure, but as an item in our long-term asset strategy and investment plan. This is a differentiating value that few experts can bring.”
• “In her managerial role, Ms. Hong established a transparent, systematic, and accurate document processing procedure. As a result, we consistently maintain control over legal deadlines, minimize risks, and enhance trust in our collaboration.”