<![CDATA[This study examines the protection of international trademarks, which still faces several challenges, ranging from low business awareness of the importance of trademark registration, weak law enforcement, and a suboptimal trademark registration administration system in Indonesia. The case of the Canadian brand Arc'teryx serves as a concrete example, where the brand's unregistered status in Indonesia resulted in the loss of legal protection within the national territory. Based on the principles of territoriality and first-to-file, the Chinese company that first registered the Arc'teryx brand in 2019 obtained legal rights to the brand in Indonesia. The purpose of this study is to identify the obstacles that arise in the protection and legal enforcement of international trademarks in Indonesia, and to formulate effective strategies to strengthen this legal protection system. This study also examines applicable legal provisions, both nationally through Law Number 20 of 2016 concerning Trademarks and Geographical Indications, and in the context of international agreements governing cross-border intellectual property protection. The research method used is normative legal research, an approach that focuses on the analysis of relevant laws and regulations, legal literature, and international legal instruments. The research findings emphasize the importance of updating international trademark protection policies, improving legal awareness among businesses—especially in the MSME sector—and strengthening coordination between relevant institutions in law enforcement. With the implementation of a comprehensive strategy, Indonesia is expected to strengthen its intellectual property protection system and create a fairer, healthier, and more competitive business climate. Keyword: International Brands, Legal Protection, Law Enforcement, Intellectual Property. ]]>
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