In 2025, the story of Starbung — a Bangkok street stall caught in a legal clash with global giant Starbucks — remains one of the most discussed cases in Thai intellectual property history. Although settled over a decade ago, its impact still shapes brand policies and small business protections.
According to the Department of Intellectual Property, Thailand (DIP), trademark infringement cases have increased by 64% from 2011 to 2024, yet courts now more frequently consider context, intent, and cultural nuances.
What Happened in 2011?
- Plaintiff: Starbucks, a chain with 21,000 cafes in 62 countries;
- Defendant: Damrong Maslae — owner of a street stall called Starbung in Bangkok;
- Claims: similar name and green logo;
- Lawsuit: 30,000 THB, demand to cease use;
- Outcome: case settled out of court; the stall continued operating.
Why Did It Become a Scandal?
The public saw it as a corporation attacking an ordinary person:
- Scale: $13.3B revenue vs. a street vendor;
- Culture: 'Bung' is a common nickname, green is sacred in Islam;
- Logo: human figure, not a siren — clear difference;
- Support: thousands visited Starbung in solidarity.
How Has Practice Changed by 2025?
Since then, trademark protection has become more balanced:
- Flexible interpretation: courts assess good faith;
- Small businesses: given time to rebrand without fines;
- Education: DIP offers free workshops on branding rights;
- Digital registration: online trademark filing in 7 days.
What Can You Use in Branding?
DIP recommendations:
- Green color: allowed if no copying of recognizable composition;
- Names & nicknames: usable if not misleading;
- Styling: design, font, and logo shape must differ;
- Local traditions: culture considered in disputes.
Advice for Entrepreneurs in 2025
- Check name uniqueness at ipthailand.go.th;
- Register your trademark — starts at 5,000 THB;
- Avoid direct copying of famous brands;
- Document the origin of name and design.
Outlook 2025–2030
Expected:
- Development of mediation systems for IP disputes;
- Global recognition of Thailand’s model balancing big corporations and small entrepreneurs;
- Growth in local brands rooted in culture and identity;
- Integration of AI-based brand similarity checks into registration.
"Intellectual property should protect, not suppress," said DIP Director Anakin Phonsawan. "The Starbung case was a turning point. Today, we’ve learned to respect both corporations and street artisans."
Starting a business in Thailand? My Thai Home helps you register a company, check your brand, get LTR status, and build a legal model. Your success should be protected.
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