This paper presents a study, observations, and an analysis of the current legal status of the product Strandzhanski manov med within the framework of the European Union system of geographical indications. Particular attention is paid to the legal protection linking the product to the Strandzha geographical region and to its specific natural and traditional production factors, as a key mechanism for both protecting the economic value of traditional products and indirectly preserving the knowledge and practices associated with them.

In this context, the paper examines whether this legal framework functions solely as an instrument of protection or whether it also participates in processes of transforming tradition through its standardisation, institutionalisation, and integration into market mechanisms.