Hong Kong business people are good at making things for other people to put their trademarks on. It is a middleman role that they have been playing for many years. But Hong Kong has enough creative talent to turn the tables on this traditional practice, according to Director of Intellectual Property Stephen Selby.

"Hong Kong entrepreneurs have all the access to modern technology and to bright and imaginative people to help them produce goods and services that can carry their own labels," Mr Selby said, speaking on the eve of  World Intellectual Property Day.

"We shouldn't always be waiting for orders from overseas companies so that they can put their name on something that's made based on Hong Kong talent."

Mr Selby noted, however, that Hong Kong had made a small start, in creating its own labels. Hong Kong movies and Canto-pop have a well-established international market, while Hong Kong brand names are starting to find their place in the mainland market.

The World Intellectual Property Organisation (WIPO) of which, as part of China, Hong Kong is a member, was set up in 1970 by the United Nations. The theme of this year's World Intellectual Property Day is "Making intellectual property your business". It highlights the key role intellectual property plays in achieving success for businesses and in enhancing people's daily lives.

"Judging from our creativity in movies, music and scientific research, we've got the energy and imagination but these have to move in a new direction. Intellectual property enables this energy and creativity to be translated into economic activity".

What is intellectual property?

Intellectual property is a fancy name for bright ideas, Mr Selby notes. And Hong Kong has its own special laws to stop people ripping off creative things such as trademarks, patents, copyright and designs.

The Intellectual Property Department has three chief functions:

* It advises the Government on all aspects of intellectual property, including the drafting of laws to protect it;

* It registers trademarks, designs and patents; and

* It carries out public education on the subject.

The Customs & Excise Department carries out the job of enforcing the criminal law to protect intellectual property.

Battle against piracy continues

Mr Selby admits there continues to be strong consumer demand for pirated goods such as CDs, VCDs, and brand name fashion products. Education can help reduce this demand, he says.

"We try not to point our fingers at people and tell them not to do this or that, but we tell them that every one of us is a potential intellectual property owner. An article written by a writer is his or her property, a design created by a designer is the designer's property and so on.

"People wouldn't work hard to create new things if they could just be copied by anybody�KJust like you wouldn't work hard to buy a new car if anyone was allowed to drive off with it whenever they wanted."

Buying pirated goods,  Mr Selby adds, means that the purchaser wants something for which he or she is not prepared to pay, and that he or she would rather pay a thief to get it.

Movie lovers are always clamouring for bigger, better and bolder movies. "But where does the money come from to produce them if nobody is prepared to pay for them?"  Mr Selby asks.

The Intellectual Property Department works closely with the local private sector as well as with its counterpart on the Chinese Mainland, particularly the authorities in the Pearl River Delta area where numerous Hong Kong companies have set up shop.

Knowledge is power

The department provides support for Hong Kong businesspeople in the delta region by better informing them about the rules and regulations governing intellectual property and advising them on where to go and what departments to phone in China should they need to contact the authorities there.

"We want to make sure Hong Kong businesspeople know how to protect themselves not only in Hong Kong but also on the Mainland," Mr Selby said.

The department also makes arrangements for representatives of intellectual property owners such as Disney and the Olympics to give talks on how Hong Kong and Chinese companies can use their designs and slogans without getting into trouble.

Mr Selby stresses the importance of education, and points out that piracy is not a sustainable model for doing international business in the long-term.

He says the Chinese Government -- at the leadership level -- understands the importance of protecting intellectual property and the message is filtering down to the working level.