SPI participated in Anuga 2025, held from 4–8 October in Cologne, Germany, as part of its continued collaboration with the South-East Asia (SEA) IP SME Helpdesk. Represented by Brimoresa Dhoro, SPI joined more than 8,000 exhibitors from 110 countries, each presenting their latest innovations in the global food and beverage sector. With over 145,000 trade visitors from 190+ nations, Anuga once again proved to be a vital meeting point for international business, innovation, and knowledge exchange.
SPI’s presence focused on raising awareness about intellectual property (IP) protection among European SMEs and start-ups exploring business opportunities in Southeast Asia. Through direct engagement and networking, SPI highlighted the importance of proactive IP strategies from trademarks and patents to counterfeiting prevention and market-entry planning to help companies secure their innovations when expanding internationally.
The SEA IP SME Helpdesk, funded by the European Union, provides free, confidential, first-line IP support to EU SMEs operating or intending to expand in the ASEAN region. Its services include tailored training, expert advisory sessions, and a wide range of online resources to guide companies through the often-complex landscape of IP protection abroad.
During Anuga, SPI interacted with numerous entrepreneurs, start-ups, and industry representatives, introducing them to the Helpdesk’s tools and services. These conversations not only reinforced the value of IP as a strategic asset but also generated meaningful connections for future cooperation and knowledge exchange.
SPI’s participation at Anuga 2025 reaffirms its commitment to empowering EU businesses with the know-how to protect their intellectual assets globally. As European SMEs continue to innovate and internationalise, initiatives such as the SEA IP SME Helpdesk remain instrumental in ensuring their ideas and creations are safeguarded in emerging markets.
Discover more about the SEA IP SME Helpdesk and access free IP support:
