After beginning her legal career in a potpourri of practice areas, including mergers and acquisitions and aviation law, Joy transitioned to focus on intellectual property law, where her true passion lies.

Joy’s experience and expertise in trademark protection encompass advising on brand clearance, branding and re-branding strategies, filing and enforcement, portfolio management, prosecution and opposition proceedings and preparing IP policies, amongst others.

She manages international and local trademark portfolios for both local and multinational clients across various industries, including fast-moving consumer goods, fashion, retail, cosmetics, hospitality, food and beverage, pharmaceuticals, healthcare, education, engineering, oil and gas, banking and finance, real estate, media and entertainment, technology, electronics and telecommunications.

Understanding how well-crafted trademarks and evocative brands can serve as powerful identifiers for companies, and believing in the power of trademarks to build goodwill and reputation, Joy finds great satisfaction in helping clients develop, protect and enforce their intellectual property rights, viewing them as invaluable assets.

Joy also advises on a variety of commercial transactions involving intellectual property. This includes due diligence in asset or business acquisitions, negotiating co-existence agreements, advising on licensing arrangements and handling the assignment and transfer of intellectual property. As the digital landscape evolves, she is increasingly involved in helping clients protect and enforce their intellectual property rights online.

Beyond trademarks, Joy advises on copyright-related matters, manages industrial designs portfolios and franchise matters. She is a registered trademark agent in Malaysia and has been recognised as a “Rising Star” by IP Stars in 2023 and 2024.