Mr Sim is the Office Lead for Consumer Goods and Retail Industry in the Beijing Office of Baker McKenzie. His practice area includes product recall, consumer complaints, franchise registration, product quality issues, and breaches of advertiser regulations. Mr Sim heads the Food and Beverage (“F&B”) Industry practice group and leads the Plant Variety Rights practice, including investigations, PBR registration and enforcement. Mr Sim also focuses on IP protection and enforcement in China, assisting clients with IPR strategies and licensing as well as directing anti-counterfeit operations. His practice also includes domain names, Internet and technology laws.