Joyi Cheah 谢濡羽 - Cross Border IP Brand Specialist

Joyi Cheah 谢濡羽 - Cross Border IP Brand Specialist Joyi is an IP Practitioner specialised in Cross Border Trademark Registration and Enforcement with a Legal background with over 12 years experience.

JCIP International Sdn Bhd (Co Reg. 202201010839) What is the No.1 obstacle in brand protection that you always wanted to solve but can’t seem to get the right solution? The one obstacle that is nagging you the most and you can’t wait to get it settled right away? Let me help you to overcome this obstacle. Hi, my name is Joyi. I am a Registered Trademark Agent, Registered Industrial Design Agent w

ith a legal background and I have been practising Trademark Law since the year 2011. I have personally handled hundreds of cases with nearly every type of trademark matter nationally and internationally. I am fluent in multiple languages namely: Mandarin, Cantonese, Hockien, English and Malay. After years of practising experience and continuing self-development, I am now on a mission to share everything I know about brand protection, strategies that is practical and easy to apply for people who appreciate the power of branding. Over here, you will get to know everything about trademark and its potential in helping your business grow exponentially. JCIP International Sdn Bhd (Co Reg. No: 202201010839)

10/07/2026

Samsung put Dua Lipa's face on TV boxes across America.

No call. No contract. No payment.

She found out from strangers online.

Told Samsung to stop.
They ignored her for almost a year.

Now she wants $15 million.

"We didn't know" is not a defence when you're the one profiting.

Comment **RIGHTS** 👉🏼 I'll tell you what image rights cover for your business.

09/07/2026

⭐ After 12 years in IP, the cases that frustrate me most are never about bad intentions. They are about trademark filing being treated like admin work. I'm committed to sharing all I can, so follow along before one delegated task becomes the thing that stalls everything you built.

Trademark filing felt like paperwork.
So you passed it to whoever handles paperwork.

Nobody questioned it. It got submitted.
You ticked it off the list. And moved on.

Until everything stopped.

Here is what goes wrong when trademark filing is treated like admin:

1️⃣ **Wrong class filed.**
Trademark protection is class specific. Your staff filed what made sense to them. Not what actually covers your products or services. Your brand name is registered. Your business is not protected.

2️⃣ **Incomplete application.**
Missing information, wrong goods description, unclear specifications. The registry sends a notice. Nobody monitors it. The application lapses quietly.

3️⃣ **Filed under the wrong name.**
Personal name instead of company. Or the wrong entity entirely. Now ownership is messy and fixing it costs more than filing it correctly the first time.

4️⃣ **Nobody knows the login or status.**
Staff changes. Knowledge walks out the door. Three years later nobody can tell you if the trademark is registered, pending, or dead.

Trademark filing is not admin.

It is a strategic legal decision that affects what you can sell, where you can sell it, and who legally owns your brand.

Getting it wrong does not just waste money.
It can stop your business from moving forward entirely.

👉 Not sure if your trademark was filed correctly?

Drop "AUDIT" in the comments.

I'm Joyi, your IP bestie. I fix what gets filed wrong before it becomes what shuts you down.

08/07/2026

Taylor Swift has over 170 active trademarks and still got blocked.

If it can happen to her, what's protecting yours?

07/07/2026

⭐ As a Registered Malaysian Trademark Agent who has filed over 1,000 trademarks across 20+ countries, the saddest calls I get are never from founders who failed.

They are from founders who finally succeeded and watched someone else profit from it. I'm committed to sharing all I can, so follow along to protect your brand before it becomes someone else's opportunity.

You worked for that viral moment.

→ The content.
→ The product.
→ The packaging.
→ The brand.
All of it. You.

And within days someone copied your photo.
Listed it on Shopee.
Priced it lower.
And stealing your customers.

Here is what no trademark means when this happens:

1️⃣ You cannot file a proper complaint to the platform.
Shopee, TikTok Shop, Lazada. All of them have brand protection channels. But they require a registered trademark certificate to act. Without it, you go through customer service. Slow. Ineffective. Frustrating.

2️⃣ You cannot send a legal letter with teeth.
A lawyer's letter without trademark backing is easy to ignore. Copycats know this. They keep selling while you spend thousands on letters that go nowhere.

3️⃣ You cannot stop them from using your name.
If they file the trademark before you do, they can legally claim the name. Your viral moment becomes their permanent brand.

4️⃣ Filing now does not fix today.
A trademark application takes months to process. Your copycats are selling right now. The damage is happening right now.

Khairul Aming filed Sambal Nyet in 2021. When 90% of his packaging got copied, he had a certificate to fight back with. That certificate was the difference between a complaint and a win.

Going viral is not protection. A trademark is.

👉 Selling on any platform and no trademark yet?

Drop "AUDIT" in the comments before your next viral moment becomes someone else's payday.

I'm Joyi, your IP bestie. I make sure when your brand blows up, it stays yours.

06/07/2026

The difference I see between founders who scale and founders who stall:

✅ The ones who scale think in years, not quarters.

✅ They ask "what do I need to protect NOW so that I can move freely LATER."

✅ They don't wait until there's a problem to figure out the solution.

✅ They protect before they promote.

✅ They plan before they enter.

✅ They secure before they spend.

It's not that they're smarter.

It's that they stopped outsourcing their outcomes to luck.

Bravery builds the dream. Preparation protects it.

If you're building something right now…

the best time to think about protection is before you need it.

Not after.

Follow if you want to be the founder who's always one step ahead.?

— Joyi, your IP bestie

05/07/2026

⭐ In my 12 years working with founders and family businesses, the quietest pain I see is never in the boardroom. It is in the children who know too much and cannot say enough. I'm committed to sharing all I can, so follow along if you are carrying something you were never meant to carry alone.

You are not afraid of failing.

You are afraid of failing him.

He built this with nothing.

Before there were business coaches.
Before there were legal consultants.
Before anyone talked about trademark strategy or cross-border IP.

He built it on reputation.
On relationships.
On showing up every single day for decades.

And it worked.

So when you bring up trademark, he hears something else.

He hears: What you built is not enough. He hears: I do not trust your judgment. He hears: the old way was wrong.

And you cannot say that. Because that is not what you mean at all.

What you mean is:

“I want to take what you built and make it last longer than either of us.”

But in countries like China, Indonesia and Thailand, the law does not care about reputation. It does not care about relationships. It does not care how many decades your family has used that name.

It only cares about who filed first.

And right now, that is not you.

The fear you are carrying is not weakness.

It is wisdom. It is the weight of knowing what is at stake and loving someone too much to say it out loud.

You do not have to convince him today.
But you do have to protect the brand.

Both things can be true.

👉 If you are a second gen founder carrying this quietly, DM me. This is exactly the conversation I have with families every week.

I'm Joyi, your IP bestie. I protect what your parents built, even when they do not know it needs protecting yet.

25/06/2026

The listing was stolen. The images were used without permission. How fast you can act depends entirely on what you filed beforehand.
If someone is copying your brand or products, reach out now. https://whatsapp.jcip.my

25/06/2026

A small designer beat Katy Perry in court. Not because she was more famous, but because she had a legitimate claim and she fought for it.
If a bigger player is coming for your brand name, reach out. https://whatsapp.jcip.my

24/06/2026

There is one question that reveals the real state of your brand protection. Most founders are not ready when it comes.
If you want to know the answer before someone else asks, talk to us. https://whatsapp.jcip.my

23/06/2026

This is one of the most common stories I hear. And it usually surfaces at the worst possible time.
If you've never checked what's actually filed, reach out now. https://whatsapp.jcip.my

Address

Suite 23. 01, Level 23, Menara Exchange 106, Lingkaran TRX, Tun Razak Exchange
Kuala Lumpur
55188

Telephone

+60124977211

Website

Alerts

Be the first to know and let us send you an email when Joyi Cheah 谢濡羽 - Cross Border IP Brand Specialist posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Practice

Send a message to Joyi Cheah 谢濡羽 - Cross Border IP Brand Specialist:

Shortcuts

Share

Category