For more than 400 years, the aroma of fermenting soy sauce has wafted from the ancient sauce shops of Foshan City in southern China. Today, that same traditional craft has evolved into a global success story—one that demonstrates how heritage brands can protect their reputation as they expand internationally.

From ancient soy sauce shops to modern global seasoning enterprise: Haitian's 400-year journey

Foshan Haitian Flavouring & Food Co., Ltd. ("Haitian") traces its roots to the Wanli era of the Ming dynasty. What began as a group of ancient soy-sauce shops has grown into the world's fifth-largest seasoning enterprise, with products now sold in over 100 countries and regions.

The transformation has been remarkable. In 1955, twenty-five of these traditional shops, including the original "Haitian Sauce Shop"and “Maolong Sauce Shop” merged to form the "Haitian Soy-Sauce Factory".

Over the decades, “Haitian” has evolved from a traditional hand-workshop to an intelligent, modern enterprise—yet it has never abandoned its craft roots.

At its manufacturing base in Gaoming district, more than 600,000 m² of glass-lined fermenting pools stretch out in formation. The soy sauce is still made using traditional methods – it ferments and matures slowly under natural sunlight. At the same time, a big data-driven fermentation system automatically controls oxygen levels, temperature, and humidity, keeping conditions consistent for every batch. By 2025, “Haitian” was recognized as the world's first, and only, soy-sauce "Lighthouse Factory".

Why international trademark protection is critical for brands going global

In the 1990’s – building on strong domestic foundations – “Haitian” set its sights on international markets. But global success brings global challenges. Introducing its products to foreign shelves would pose a troubling threat for the company: trademark squatters and counterfeiters who could hijack the brand the company had spent four centuries building.

For a Chinese heritage brand expanding into unfamiliar markets, the risk was existential. One fraudulent product could damage consumer trust worldwide; one trademark squatter could block the Haitian's entry into new markets.

“Safeguarding brand value and preventing trademark hijacking became mission-critical as the company expanded overseas.”
Haitian海天

The turning point came in 1997, when “Haitian” discovered WIPO's Madrid System for the International Registration of Marks. Here was a framework that could match the company's global ambitions – a way to efficiently protect its brand across multiple countries and regions simultaneously.

“Haitian” moved quickly, filing its first international trademark application to protect its flagship "海天" mark in more than 50 markets across the globe. That registration remains protected today in all the territories that “Haitian” originally designated — a testament to the Haitian's forward-thinking IP strategy.

Nearly three decades later, their international trademark registration portfolio has expanded dramatically. “Haitian” now holds nine active international trademark registrations including “haday” and “海天(Haitian)”, covering markets right across the globe, creating a global shield for its brands that grows alongside its business.

A global trademark protection network: Benefits of WIPO's Madrid System

“The benefits of WIPO’s Madrid System have been truly tangible,” says “Haitian”.

• Simplified procedures: “Haitian” files a single international trademark application in Chinese with the China National Intellectual Property Administration. This eliminates the need for country-by-country translations or notarizations and sharply boosts efficiency.
   

• Cost efficiency: By filing one international trademark application that covers multiple classes in many countries, “Haitian” spends far less than it would on separate national filings—delivering measurable savings for the global protection of its brands.
   

• Centralized management: Using the Madrid System, “Haitian” can centrally monitor the status and renewal deadlines of every mark, providing the backbone for its worldwide brand surveillance system and keeping its international trademark registrations secure.

Such comprehensive global trademark protection enables this over-400-year-old Chinese brand to remain competitive on the world state and gives “Haitian” the confidence to pursue its vision:

“Thanks to the Madrid System, we are building a formidable brand protection strategy worldwide, steadily advancing toward our vision of 'bringing Chinese flavor to every corner of the globe.'”
Haitian 海天

Haitian's global success: From leading condiment brand to Hong Kong Stock Exchange

Haitian's success is evident in both official recognition and market performance. It was named one of the first "China Time-Honored Brands" by the Ministry of Commerce of the People’s Republic of China in 2006 and ranked first in China's condiment market for consecutive years. And, in June 2025, Haitian made history by listing on the Main Board of the Hong Kong Stock Exchange – becoming the first Chinese seasoning enterprise with an "A + H" dual class share structure – providing strong foundations for its continued global expansion.

For time-honored brands looking to go global, “Haitian”’s journey offers a clear lesson: heritage and innovation must be matched by strategic IP protection.

Find out more about Foshan Haitian Flavouring & Food Co., Ltd.’s international trademark registrations.

Source: Foshan Haitian, China: Protecting a Time-Honored Chinese Brand Through WIPO’s Madrid System