In thinking of geographical indications (GIs) in the South, this chapter reflects on why GIs are of relevance to Southern countries. The discussion traces the contours of the international GI debate and how the TRIPS agreement has introduced the GI concept in Southern countries, by requiring that all WTO Members provide minimum standards of protection for GIs within their territories. Introducing GIs as a universal concept, the discussion proceeds to reflect on how the dynamics associated with GIs hold significant potential for Southern countries with their rich heritage of traditional products rooted in localised production. By exploring the potential role of GIs for enhancing market access while promoting rural and sustainable development and aiding the preservation of biodiversity and traditional knowledge, the chapter shows how the relevance of GIs for Southern countries extend beyond compliance with international legal obligations to include significant potential for unleashing beneficial local dynamics in Southern territories.