Pui Keng, Lim

Department Head  - Trademarks



Pui Keng serves as the Head of the Trademarks Department at Advanz Fidelis. She has a background in law, having graduated with a LL.B (Hons) from the University of Leicester, United Kingdom. She has over 15 years of experience in intellectual property, and was a practicing lawyer in a law firm prior to joining Advanz Fidelis.

Pui Keng is a Registered Trademark and Industrial Designs Agent of Malaysia.



  • English

  • Bahasa Malaysia

  • Cantonese

  • Hokkien

Key Skills


  • Prosecution and enforcement of trademarks

  • Handles clearance searches, oral hearings, submissions, transactions

  • Management of the operations of the trademarks team

  • Planning trademark portfolio strategies

  • Coordination and advice on enforcement, infringement and court related matters

  • Drafting of agreements


Key Areas


  • Trademark prosecution

  • Trademark strategy

  • Trademark infringement

  • Trademark enforcement

  • Transactions
  • Drafting agreements


  • LL.B (Hons), University of Leicester, United Kingdom

  • Registered Trademark and Industrial Designs Agent of Malaysia



  • INTA

  • APAA

  • LES Malaysia

  • MIPA



  • Committee Member, Licensing Executives Society Malaysia (LESM)

  • Committee Member, Enforcement Committee, International Trademark Association



During her free time, Pui Keng enjoys discovering new places to dine, photography and reading to her son.  The only hobby that she religiously cultivate is collecting First Day Covers; though she admits to having a nice collection of bookmarks, fridge magnets and postcards from countries that she has visited, travelling being one of the things she love to indulges in, time permitting.