Haday: Protecting a Heritage Expanding Globally

As we reflect on IP Day, we recognize the importance of a robust intellectual property strategy in ensuring the longevity and protection of a brand.

At Haday, we’ve seen firsthand how a strategic approach to IP, from local roots to global expansion, not only safeguards our reputation but enables us to grow internationally with confidence.

From Local Roots to Global Leadership

Rooted in centuries-old soy sauce craftsmanship from Foshan, Haday has grown into the world’s fifth-largest seasoning enterprise, with products in 100+ countries and regions. By 2025, Haday became the world’s first and only soy sauce “Lighthouse Factory”.

Why International Trademark Protection Matters in Global Expansion

In the 1990s, Haday expanded globally, facing risks from trademark squatters and counterfeiting. In 1997, Haday turned to WIPO’s Madrid System, securing trademark protection across 50+ markets, reflecting a long-term, forward-looking IP strategy.

Scaling Protection with the Madrid System

Through a single international filing via CNIPA, the Madrid System enables Haday to streamline processes, reduce costs, and centrally manage trademarks, strengthening global brand protection and supporting its vision of "bringing Chinese flavor to every corner of the globe."

From Leading Condiment Brand to Hong Kong Stock Exchange

Recognized as a China Time-Honored Brand in 2006, Haday has ranked first in China’s condiment market for years. In June 2025, it listed on the Main Board of the Hong Kong Stock Exchange, becoming the first Chinese seasoning company with an “A + H” dual listing.

Haday’s journey offers a clear lesson: Heritage and innovation must be matched by strong IP strategy.

At Haday, we understand that brand protection is an ongoing effort that requires vigilance and foresight. We will continue to innovate and protect the flavors that connect us globally.