In the escalating battle against counterfeit and imitation goods, many businesses—even those with registered intellectual property rights—continue to suffer significant losses in time, cost, and reputation. To safeguard brand integrity and reinforce market confidence, bold legislative reforms are urgently needed. Alarm over intellectual property violation In HCMC, it is not difficult to find bottled bird’s nest products labeled “Yen Sao Khanh Hoa” selling for as little as VND9,000–15,000 per bottle—an astonishingly low price considering the true value of bird’s nest can reach several million dong per 100 grams. The Yen Sao Khanh Hoa brand, with over 35 years of heritage, now finds itself surrounded by more than 100 imitator brands crowding the market. According to Le Thi Dong Phuong, deputy director of the HCMC branch of Khanh Hoa Bird’s Nest Company, counterfeit products not only result in revenue loss but also erode consumer trust and damage the reputation of the authentic brand. To combat these challenges, the company has invested heavily in investigating and recalling fake goods, redesigning packaging, implementing advanced anti-counterfeiting technologies, and strengthening communication campaigns. However, allocating substantial resources to brand and consumer protection has come at a cost—delaying several market expansion initiatives, particularly in the export sector, […]