Ms Cindy Goh Joo Seong > Chooi & Company and Cheang & Ariff > Kuala Lumpur, Malaysia > Lawyer Profile

Chooi & Company and Cheang & Ariff
Cindy Goh Joo Seong photo

Work Department

Dispute Resolution, Intellectual Property, Tax & Revenue (Contentious)


Cindy is a partner of the firm. Her practice areas involve dispute resolution (commercial and tax dispute) and intellectual property (IP).

Cindy also specialises in all aspects of IP matters concerning trade mark, copyright, registered design, patent and confidential information. She is involved in registration and prosecution work, enforcement work, trade practices, IP advisory services and IP litigation.


Cindy has decades of experience in IP and commercial litigation, particularly in company law and tax law. Her clientele ranges from local public listed companies to many well-known foreign multi-national corporations. Cindy was involved in many high profile, large scale litigation including shareholders’ disputes, IP disputes, tax disputes, obtaining injunctions, corporate restructuring, defamation, negligence, contract, banking and land-related matters. Cindy was also involved in domestic and international arbitrations including proceedings in Rome, Italy. She has experience conducting tax appeals at the Special Commissioner for Income Tax, the High Court and the Court of Appeal. Cindy is also experienced in advising on complex IP issues relating to IP rights protection and commercialisation.

Cindy has been consistently recognised by independent publications as a leading individual in Malaysia for her IP and dispute resolution practice. More recently, she was ranked as a Leading Lawyer in The Legal 500 Asia Pacific 2017 and 2018 editions, Chambers Asia Pacific 2017 and 2018 editions, Asialaw and Practice 2017 and 2018 editions, Managing Intellectual Property IP Stars Handbook in 2017 and 2018 editions and Asia IP Profiles 2018 edition.

In 2018, Cindy has led the firm to win the coveted Malaysia Contentious IP Firm of the Year Award 2018 at the Managing Intellectual Property (MIP) Asia-Pacific Awards in Hong Kong for her landmark cases concerning patent infringement and patent invalidation as well as on franchise law.

She has participated in numerous international conferences, where she was an invited speaker. Cindy was also selected to represent Malaysia to attend an IP training programme in Japan organised by the Japan Patent Office and Japan Institute of Invention and Innovation. Cindy is regularly invited to be a Judge at moot competitions and she is also one of the trainers selected by the Bar Council Advocacy Training Committee to train young lawyers on advocacy. Cindy has authored several articles for various publications. 

Cindy is the Chairperson of the Malaysian Bar IP Committee and a committee member of the Malaysian Intellectual Property Association (MIPA) and the Asian Patent Attorneys’ Association (APAA) and is the firm’s representative in the International Trademark Association (INTA).


Advocate & Solicitor of the High Court of Malaya.
A registered trade mark, patent and industrial design agent in Malaysia.


A graduate of International Islamic University of Malaysia with Bachelor of Laws (Second Upper Honours) for both Civil law and Syariah law. She was admitted as an advocate & solicitor of the High Court in Malaya in July 2001.

Lawyer Rankings

Malaysia > Dispute resolution

Chooi & Company and Cheang & Ariff‘s practice spans corporate and commercial litigation as well as criminal law and public interest disputes. ‘Top litigatorLoh Siew Cheang heads the practice and focuses on high-profile business and corporate disputes, while Ira Biswas has particular insolvency law, commercial frauds, and banking litigation expertise. Other names to note include Christopher Leong, who has experience in a range of corporate disputes, as well as administrative law, and public interest litigation; Cindy Goh Joo Seong, who handles a range of commercial disputes, intellectual property and contentious tax matters, and senior associate Ariel On Xiu Tao.

Malaysia > Intellectual property

(Leading individuals)

Cindy Goh Joo SeongChooi & Company and Cheang & Ariff

Attracting praise for ‘reasonable fees and outstanding service‘, the intellectual property team at Chooi & Company and Cheang & Ariff is best known for IP litigation, particularly patent and trade mark disputes. The group counts several well-known international brands among its clients, with expertise advising fashion, cosmetic and personal care brands, such as Arcadia Group, Estee Lauder and Mandom Corporation. Cindy Goh Joo Seong focuses on trade mark, copyright, patent and industrial design litigation, but also regularly provides brand protection advice to clients. Senior associate Keong Ming Wai continues to build a reputation for contentious matters.