The Director General of the World Intellectual Property Organization (WIPO), Daren Tang, met, Tuesday, with Morocco's Minister of Youth, Culture and Communication, Mohamed Mehdi Bensaid, to discuss intellectual property's role in safeguarding cultural heritage and supporting future innovation. «The project we carried out in 2016 on Morocco's famous Zellige tilework, as well as our ongoing collaborations, demonstrate a comprehensive approach to intellectual property», Tang told MAP news agency after the meeting. He emphasized the importance of intellectual property protection for cultural heritage, often seen solely in an industrial context. «Many cultures, like Morocco with its long history, are proud of their heritage and contributions», he said. Discussions also focused on Morocco's rich cultural heritage and the newly created «Label Maroc» initiative. «WIPO can offer expertise in supporting a country's heritage and legacies, including branding, marketing, and packaging», Tang highlighted. Collaboration extends beyond heritage. Morocco and WIPO are working with the city of Essaouira to showcase its traditional products globally. «Intellectual property is not just about heritage, but also about the future», Tang stressed. «We discussed the future agenda between WIPO and Morocco, particularly supporting new legislation that pushes boundaries in copyright and neighboring rights», he added. The conversation also touched upon artificial intelligence (AI) and its potential to support Moroccan industries and startups. Ensuring intellectual property fosters job creation for young Moroccans and empowers Moroccan businesses was another key topic. Minister Bensaid emphasized Morocco's ongoing efforts to protect its intangible heritage and centuries-old know-how. This heritage is not only culturally significant but also provides livelihoods for thousands of Moroccans, he explained. He highlighted the importance of national and international protection and promotion. «The marketing of these skills is of interest to several countries», the Minister noted, «but we must be vigilant against unauthorized use of Moroccan heritage by companies or even certain states». The work undertaken by the Ministry of Culture, in partnership with the Ministries of Handicrafts and Agriculture, focuses on registering Moroccan heritage elements and creating the «Label Maroc» to safeguard national treasures beyond borders. While UNESCO recognizes intangible heritage internationally, WIPO offers legal protection against both private and foreign attempts to misappropriate Moroccan heritage elements, according to Bensaid. «Both WIPO and UNESCO recognize the need for protection, which aligns with Morocco's strategy to promote cultural and creative industries», the Minister concluded. The meeting was attended by officials from the Ministry of Youth, Culture and Communication and representatives of Morocco's Permanent Mission in Geneva.
