We look into how the subregion can maximise its use of IP and geographical indicators to promote key destinations
East Asian tourism has long excelled at selling experience, but the future of destination marketing lies in something far more tangible yet notoriously underutilised: intellectual property (IP).
Instead of treating local culture, heritage, and creative output as mere aesthetic backdrops for promotional videos, national tourism boards and private stakeholders must begin managing them as a portfolio of high-value intangible assets.
Shifting the paradigm from simple promotion to the legal protection and strategic commercialisation of IP allows destinations to secure exclusivity, maintain cultural integrity, and drive sustainable yield.
Making the most of gastronomic tourism
Culinary tourism remains one of the region’s most potent drivers of international travel, yet regional specialities are frequently diluted by imitation.
By leveraging Geographical Indications (GIs) which protect products inextricably linked to their origin, destinations can build premium gastro-tourism frameworks.
A prime example is the commercial structure surrounding Japan’s Kobe Beef: establishing strict GI frameworks around regional spirits, teas, or agricultural produce enables hospitality operators to curate exclusive, high-value culinary tours centered around origin-verified products.
Furthermore, centralising these assets through regional registers offers discerning travellers a seamless way to discover and verify authentic crafts and produce before setting foot in the destination.
Pop culture is always a major draw
East Asia’s soft power encompasses a broad spectrum of elements: Japanese anime, South Korean pop music, and regional gaming platforms.
Taken as a whole, these have become an extraordinary, highly scalable marketing apparatus over the course of nearly three decades.
Rather than relying on informal promotional tie-ins, destination marketing organisations (DMOs) should systematically integrate these media copyrights into physical and digital travel itineraries.
The practice of seichijunrei (anime pilgrimage) demonstrates the commercial power of structured IP licensing.
By partnering directly with production studios, local transit authorities and regional tourism boards can legally license iconic characters for interactive transit passes, location-based mapping, and regional signage.
On the digital frontier, pre-departure engagement can be secured through virtual IP integration, such as licensing historical districts for digital recreation within gaming environments to cultivate interest amongst younger demographics long before booking.
Verification matters when preserving cultural heritage
Indigenous crafts, traditional architecture, and centuries-old festivals remain highly vulnerable to commercial misappropriation.
When unverified, mass-produced replicas flood the market, destination branding suffers and local artisan economies suffer.
Deploying collective trademarks offers a robust line of defence; for example, registering community-owned marks for heritage crafts ensures that commercial revenues flow directly back to native artisans, mirroring the model used for the Philippines’ indigenous T’nalak textiles.
Furthermore, applying strict trademark standards to certify traditional accommodations such as Japan’s ryokans or South Korea’s hanoks establishes a trust-backed, premium tier of regional accommodation that promises authenticity.
Considering the co-branded IP ecosystem
We should make it clear at this point that destinations do not need to market themselves in isolation.
Building cross-border and cross-industry IP partnerships amplifies reach while safeguarding visual identity.
Strategic cross-industry licensing allows local destinations to team up with global consumer brands, luxury fashion houses, and tech platforms to co-create limited-edition goods that act as mobile billboards for the region.
Simultaneously, tourism bodies must treat campaign assets like slogans, event names, and regional mascots as core intellectual property.
Registering these sub-brands under local trademark frameworks prevents unauthorized merchandise from diluting the brand’s equity, keeping both control and revenue firmly in the hands of the destination.