Turkish “Turkaegean” brand fails in Thailand too – Greece blocked it with formal opposition

Turkey attempted to register the controversial “Turkaegean” trademark in Thailand as well, but the application was rejected following a formal opposition filed by Greece. The news was announced by the Office for Economic and Trade Affairs of the Greek Embassy in Bangkok on September 15, 2026.

According to data from the World Intellectual Property Organization (WIPO), the “Turkaegean” trademark’s status now shows as “ended” — closed — in both Thailand and Mongolia, marking another failure in Ankara’s efforts to extend the brand into Asian markets.

Greece’s legal strategy in Thailand was built on a successful precedent won earlier in Japan, where Athens managed to oppose the registration of the “The Greek Yogurt made in Japan” trademark by a Japanese dairy company. That case became a model for Greek interventions against brands using Greek geographical indications.

The Greek office in Bangkok attaches particular economic and diplomatic importance to this outcome, stressing that the protection of geographical indications is directly linked to the image, recognition and commercial value of Greek products and services in international markets.

For context: the “Turkaegean” slogan was registered by the Turkish Tourism Promotion and Development Agency (TGA) and became known — and controversial — in 2022 with the “Turkaegean: Coast of Happiness” campaign. The European Union Intellectual Property Office (EUIPO) annulled the trademark in January 2025, following Greece’s opposition, while Turkey appealed the decision in March 2025. Athens views the slogan as an expression of Turkey’s broader geopolitical claims in the Aegean Sea.

Source: tornosnews.gr