On 1 January 2023, Hungary took a step towards modernising its IP landscape by harmonising its IP laws with procedural regulations. This update introduced amendments aimed at streamlining various procedures within the Hungarian Intellectual Property Office (HIPO), resulting in practitioners praising smoother registration processes and more efficient handling of adversarial cases. Mirroring developments seen in other countries within the region, digitalisation has emerged as a key trend shaping the market. Consequently, the efficiency seen within local procedures has been particularly beneficial for companies experiencing rapid growth and expansion, such as those in IT and emerging technologies. Practitioners are actively collaborating with these fast-growing brands to ensure that they effectively utilise their IP assets and maintain robust brand protection. This combination of streamlined services and growing innovation positions Hungary as an enticing choice for brands with interests in the market.