Abstract

This study investigates the digital marketing strategies and associated legal risks for Yunnan small-grain coffee under geographical indication (GI) protection. It methodologically examines the intersection of GI protection frameworks and digital marketing channels, focusing on enhancing brand value and market competitiveness. The research identifies current digital marketing practices, including social media engagement and e-commerce platforms, and explores innovative pathways such as blockchain traceability and augmented reality experiences. It critically analyzes key legal challenges, including intellectual property infringement and data privacy compliance risks under regulations like the European Union’s General Data Protection Regulation (GDPR) and China’s Personal Information Protection Law (PIPL). The paper proposes integrated risk mitigation strategies, advocating for technological solutions, strengthened GI enforcement mechanisms, and public-private collaborations. Findings underscore the necessity of harmonizing GI protection with dynamic digital marketing to safeguard brand integrity, foster consumer trust, and ensure sustainable growth for Yunnan small-grain coffee in the global market.