Fiji is advancing its efforts to protect and promote its cultural and traditional products, particularly kava, on the international stage. This initiative comes as over 20 participants from both public and private sectors gather in Suva for a workshop focused on Geographical Indications (GIs) and the Lisbon System, organized by the World Intellectual Property Organization (WIPO).
The purpose of the workshop is to enhance participants’ understanding of the Lisbon System and the Geneva Act, and how these international frameworks can empower Fiji to develop and safeguard its GIs. Attorney-General Graham Leung underscored that this move is a significant step towards sustainable economic development, the preservation of cultural heritage, and the increased visibility of Fijian products globally.
Leung pointed out the potential of GIs not only as protective tools but also as opportunities to elevate other valuable Fijian products, including Fiji Water, virgin coconut oil, masi, and traditional handicrafts, on a worldwide scale. He noted that the system brings strategic benefits, such as legal certainty and enforceability across member states, which strengthens Fiji’s intellectual property framework.
This initiative is part of broader efforts in Fiji to enhance the kava industry, which is set to be a focal point in upcoming forums and discussions aimed at addressing challenges and opportunities in the global market. Minister Vatimi Rayalu has previously emphasized the rising demand for kava, especially in markets like the United States, indicating a bright future for Fijian agricultural products.
With these steps, Fiji is not only aiming to protect its rich cultural practices but also to position itself as a leader in agricultural excellence. The collaborative efforts foster a promising outlook for local farmers and the economy as a whole. With ongoing dialogues and strategic initiatives, Fiji stands well-positioned to thrive in the global market, enhancing both its economic prospects and cultural legacy.
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