Geographical indications are a form of intellectual property protection that serve to preserve the authenticity and reputation of a product based on its place of origin. This protection plays a crucial role in maintaining product quality, promoting local economic growth, and preserving the cultural and natural resources unique to a region. This study aims to examine the legal regulations governing geographical indication protection in Indonesia and analyze its implementation in overcoming various challenges. This research employs a normative juridical method by reviewing various laws and regulations, case studies, and the practical application of geographical indication protection in Indonesia. The findings indicate that the protection system for geographical indications is regulated under Law No. 20 of 2016 on Trademarks and Geographical Indications, supported by implementing regulations. However, its implementation still faces obstacles such as low public and business awareness of the importance of geographical indications, a relatively complex registration process, weak enforcement against violations, and competition from imported products that are more accessible and competitively priced. Additionally, this study reveals that government support in terms of assistance, registration facilitation, and promotion of geographical indication products needs further enhancement. Collaboration between local governments, businesses, and communities is essential to ensuring a more effective legal protection system and increasing the economic value of local products registered under geographical indications. Therefore, strategic measures are required to strengthen this protection, including increasing public awareness, refining existing regulations, and leveraging technology to support the registration and monitoring process.With more optimal geographical indication protection, Indonesian local products can achieve stronger competitiveness in both national and international markets. This not only benefits community welfare but also contributes to the sustainability of resources and the cultural values embedded in these products