Ortigas Malls, IPOPHL launch Greenhills IP help desk

Insider Spotlight

• Ortigas Malls and IPOPHL open NCIPR Help Desk at VMall
• Initiative targets stronger IP protection and MSME education
• Greenhills repositioned toward authentic, local merchandise
• Multi-agency support expands enforcement and compliance
  
  
  

Ortigas Malls has partnered with the Intellectual Property Office of the Philippines (IPOPHL) to open a National Committee on Intellectual Property Rights (NCIPR) Help Desk at VMall in Greenhills, marking a push to formalize intellectual property compliance in one of the country’s most prominent trading hubs.

Greenhills has long been associated with informal retail and counterfeit risks. The new help desk signals a structural shift toward legitimacy, as mall operators align with regulators to elevate standards and rebuild consumer trust.

The big picture

The initiative forms part of Ortigas Malls’ broader strategy to transform Greenhills into a destination for authentic Filipino goods. By embedding IP services within the mall ecosystem, the company is effectively lowering barriers for merchants to transition into compliant, brand-building enterprises.

“Today marks an important step in strengthening our shared commitment to protecting intellectual property rights and promoting fair trade practices within our community. We recognize that intellectual property protection is not only a legal responsibility, but also a cornerstone of innovation, creativity, and sustainable business growth,” James Candelaria, assistant vice president and head of GH Mall Operations, said in a press statement. 

What’s inside

The NCIPR Help Desk offers on-site consultations, business transition support, and enforcement channels. Merchants can directly access guidance on trademark registration while coordinating with agencies like the Department of Trade and Industry and Food and Drug Administration.

This integrated approach reflects what IPOPHL officials describe as a “whole-of-society” model, linking government, private sector, and grassroots stakeholders.

For MSMEs

Micro, small, and medium enterprises (MSMEs) stand to benefit most. Many long-time Greenhills vendors are being encouraged to pivot from gray-market goods toward legitimate, locally produced merchandise—unlocking opportunities for brand growth and wider market access.

“We reaffirm our commitment to improving the quality of merchandise being sold in our trading areas. We understand the importance of maintaining consumer trust and ensuring that our businesses operate within the bounds of the law,” Candelaria added.

What’s next

With the help desk now operational on VMall’s fourth floor, stakeholders expect increased reporting of violations, faster enforcement, and wider IP awareness—key ingredients in reshaping Greenhills into a competitive, innovation-driven retail hub. —Vanessa Hidalgo | Ed: Corrie S. Narisma