Want to Preserve the Unique Identity of Your Hidden Bar in Vietnam? Don’t Forget to Register Your Trademark Before It’s Imitated

Hidden bars, also known as speakeasies, are becoming a distinctive feature in Vietnam’s F&B scene thanks to their unique ambiance, mysterious atmosphere, and one-of-a-kind customer experiences. However, as this business model gains popularity, a pressing concern emerges: how to preserve your “signature style” in an increasingly competitive market where imitation is just one step behind?

If you currently own or plan to open a hidden bar, trademark registration isn’t just a formality—it’s your best defense to safeguard your concept, reputation, and legal rights.

What is trademark registration and why should hidden bars prioritize it?

Trademark registration is the legal process of securing exclusive rights for your brand name or logo with the Intellectual Property Office of Vietnam. Once granted, you have the sole right to use the trademark nationwide for a renewable period (usually 10 years).

For hidden bars, where each establishment is defined by a distinct identity and theme, being copied by competitors can result in financial losses and damage to your brand’s value. A unique name, eye-catching logo, or even a memorable slogan should all be protected as early as possible.

Specific benefits of trademark registration for hidden bars

Once you understand what trademark registration entails, here are the key advantages your hidden bar will enjoy:

Enhance brand value and recognition

Protected trademarks give you the freedom to invest in branding and marketing without fear of unauthorized use. Strong brand recognition can pave the way for business expansion or franchising opportunities.

Avoid legal disputes and trademark loss

Many business owners overlook trademark registration, only to find someone else has already secured their brand name—forcing a costly rebrand. With a registered trademark, you have legal grounds to enforce your rights and stop infringement.

Build a legal foundation for commercial activities

A registered trademark adds credibility when signing partnership agreements, licensing your brand, or attracting investors. Strategic trademark protection shows foresight and professionalism.

How to register a trademark for a hidden bar – What do you need?

While the concept may seem straightforward, increasing your chances of approval requires preparation. Here are the essential steps:

Conduct a trademark search

Before applying, it’s crucial to check if your desired brand name or logo is already in use. This saves time and money in case your application is rejected. A legal advisor can assist in conducting a thorough search and assessing risks.

Prepare documents and select the correct service class

Each trademark must be registered under specific categories, such as “beverage services” or “entertainment and performance.” Choosing the right class ensures comprehensive protection aligned with your business operations.

Submit the application and follow up on examination stages

After filing with the IP Office, your application will go through multiple phases: formality examination, public disclosure, and substantive examination. This process can take 12–18 months. A legal representative can monitor the progress and respond to official requests on your behalf.

Avoiding common mistakes: Protect your brand before it's too late

Many hidden bars operate for years without registering their trademark, exposing themselves to legal risks. Vietnam follows the “first to file” principle—meaning whoever registers first gets the rights, regardless of prior usage.

Helpful tips:

• File as early as possible, even during the idea phase.

• Avoid publicizing your brand name or logo before registration, especially on social media.

• Steer clear of overly generic names (e.g., “Secret Bar”) that are difficult to protect.

DEDICA – Your Trusted Legal Partner in Intellectual Property

With extensive experience in trademark and copyright registration across the F&B, entertainment, and creative industries, DEDICA goes beyond legal filings. We provide strategic, end-to-end IP protection tailored to help your hidden bar grow and maintain its unique identity.

From initial research and protection feasibility to legal representation before the IP Office, our team of attorneys ensures time and cost efficiency while maximizing your brand protection.

Let DEDICA help you build and protect your brand—professionally and effectively.

Contact DEDICA Law Firm for expert legal consultation!
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