MEGA MGC COFFEE: A “Reversal” Strategy and Lessons in Trademark Rights Establishment in Vietnam

In Vietnam's trademark registration practice, numerous international brand owners have been forced to withdraw from the market upon facing a critical deadlock: their applications were refused due to conflicts with prior-filed marks. When the likelihood of reversing such a refusal is deemed “very low”, the boundary between successfully introducing a multi-million dollar brand into a new market and leaving empty-handed often hinges solely on a timely strategic decision. The case of MEGA MGC COFFEE - South Korea’s second-largest coffee chain - in Vietnam serves as a compelling illustration of such a turning point. In what initially appeared to be a foregone...