Based in Bangkok, Pawarisa Suwannachote commenced her legal profession as a trademark and patent attorney at Ananda Intellectual Property. She subsequently transitioned to S&O IP, where she progressed to the position of Country Manager for both the Thailand and Myanmar offices. During this time, Pawarisa regularly advised on enforcement strategies, including market surveys, investigations, and raid operations. Additionally, she had the honor of presenting on anti-counterfeiting methodologies during training sessions for enforcement agencies in Thailand and internationally.
Over the years, she has built her practice advising on all aspects of intellectual property, from strategy and registration to enforcement, across all 10 ASEAN countries and beyond.
Today, as a partner at ZICO IP, Pawarisa manages global IP portfolios for clients ranging from startups to Fortune 500 companies. She leads brand protection strategies, oversees international and domestic filings, and supervises firm-wide operations to ensure cross-border collaboration and inclusive advisory practices. Pawarisa is also a registered patent agent and notarial services attorney in Thailand.
The Initial Spark
“My interest in intellectual property law began during my third year at Thammasat University, when I chose IP as a selective subject,” Pawarisa remembers.
To Pawarisa, it stood out from other areas of law. It felt dynamic, tied to innovation, creativity, and the fast-moving world of technology. That distinctiveness sparked her curiosity.
Later, Pawarisa had the opportunity to intern at Ananda IP, where she eventually began her career as a trademark and patent attorney. During the internship, Pawarisa had the privilege of learning directly from the managing partner and experienced IP lawyers. It was her first exposure to how IP works in practice, beyond the pages of textbooks. That early hands-on experience shaped her understanding and planted the roots for the career path she has followed ever since.
The Differentiating Factor
ZICO IP’S strength lies in the proactive and strategic enforcement approach. The firm does not simply respond to counterfeiting; it helps clients build customized anti-counterfeiting roadmaps that combine legal tools with commercial strategies and regulatory coordination.
ZICO IP has deep experience conducting market surveys, investigations, warning campaigns, and raid actions in collaboration with enforcement authorities. The firm also works closely with customs and other regulatory bodies to implement long-term border control measures and policy-level engagement.
IP Protection Strategies for Regional Clients
ZICO IP’s integrated presence across all 10 ASEAN countries allows the organization to offer clients a seamless and cohesive IP experience throughout the region. The structure enables ZICO IP to act as a one-stop service provider, where clients receive consistent legal standards, coordinated strategies, and, in many cases, unified fee structures across multiple jurisdictions.
This regional platform is particularly valuable for clients with cross-border operations or expanding footprints in Southeast Asia. It removes the friction of dealing with separate firms in each country and ensures that the advice is aligned, strategic, and regionally tailored. ZICO IP is also able to manage regional portfolios centrally, while still offering on-the-ground insights and support from each local office.
Technology and IP Protection
Pawarisa believes technology is gradually reshaping the IP landscape, and tools such as AI and blockchain are increasingly influencing how rights are protected, enforced, and tracked. For example, AI is helping automate brand monitoring and infringement detection, while blockchain shows potential in areas such as digital evidence preservation and smart contracts.
The Prospects of IP Attorneys
According to Pawarisa, IP lawyers will increasingly evolve from legal technicians into strategic advisors. In cross-border matters, lawyers will need to understand global IP trends, digital ecosystems, and multi-jurisdictional enforcement challenges. Soft skills such as negotiation, commercial insight, and cross-cultural collaboration will become just as essential as legal expertise.
At the same time, ZICO IP must continue learning constantly. The IP world changes every day, and lawyers must not only deepen their knowledge of IP law but also learn how to adapt it intelligently to business strategies, commercial priorities, and global market trends. IP lawyers of the next generation will be more well-rounded and business-aware, shaped by the fast-paced environments around them. Pawarisa believes they will grow more efficiently, think more creatively, and offer clients a stronger blend of legal and commercial value.
Future of IP Law
What excites Pawarisa most is the unknown. The future of IP law is full of possibilities, and no one can say for sure how far it will go. Some jurisdictions may advance faster than others, and that variety adds to the excitement. It keeps us curious, energized, and motivated to keep learning. IP law is one of the few areas that evolves directly with human creativity, innovation, and technology, which makes it both relevant and rewarding.
Simultaneously, Pawarisa remains mindful of the legal challenges that may arise from emerging technologies. As innovation moves forward, IP professionals are often faced with novel questions. For example, AI-generated content has brought up issues that were never considered before such as who owns the rights to an image created by a machine. Is it the AI, the user who prompted it, or the company behind the tool? These are questions that are still widely debated and remain unresolved in many jurisdictions, reinforcing the importance of continuous learning and adaptability.
This constant evolution is what makes the field of IP both challenging and inspiring, and Pawarisa looks forward to continuing to grow with it.
