Book excerpt: The short paper is structured as follows. It first delves into the recent case law from the Court of Justice of the European Union on the scope of GI protection - a scope which has been significantly widened. It then highlights the differences between the GI protection regimes adopted by the EU (Old World) and several countries which were former colonies of European states, including US, Canada, Australia and Chile (New World). The focus subsequently shifts to the GI provisions of the 2018 EU-Japan Economic Partnership Agreement: this case study provides a good example of how the EU manages to use bilateral trade or economic partnership agreements to protect its GI-intensive industries in international markets.