The service consists of a free-of-charge, confidential, first-line intellectual property advisory service for beneficiaries that operate in, source from, invest in, or intend to access China, Hong Kong, Macao or Taiwan. The service is designed for companies that need practical guidance on the protection and enforcement of intellectual property rights in relation to business activity in those markets. The initial response time is up to three working days, with additional follow-up exchanges arranged when needed depending on the complexity of the enquiry. The main target users are SMEs and other innovation-driven companies that need support on IP protection strategy, enforcement options, contracts, trade-fair exposure, business-partner risk, or general market-entry preparation. Also, the service helps beneficiaries identify the relevant IP issues affecting their business model, understand the main options available, and define practical next steps. The service is typically delivered in five phases: intake of the question; clarification of the commercial and IP context; internal triage; preparation of tailored first-line guidance; and follow-up signposting to relevant resources or institutions where appropriate. Activities may include reviewing the user’s question, explaining relevant IP rights and procedures, outlining practical risk factors, and directing the user to further official tools or materials. The expected outcome is that the beneficiary receives a clear, usable, business-oriented understanding of the IP issue and a practical basis for decision-making. The service is implemented remotely through webform, e-mail, phone, or booked online 1-on-1 consultation sessions. It is delivered by the Helpdesk’s in-house IP Business Advisor and, where specialised knowledge is needed, supported by experienced external IP experts and legal specialists.