Law No. 20 of the Year 2016 on Trademark and Geographical Indication (GI) recognizes GI as a sui generis system in Indonesia. GI is a method for promoting Indonesia's distinctive geographically related products in the international market. Hence, GI certification is essential to provide legal protection and increase the holder's economic value. However, the registration to certify these GI products encountered several challenges, resulting in downsides and consequently affecting the low level of GI development in Indonesia. Lampung, a province with a GI product in the form of Robusta coffee, has similar challenges in its efforts to produce GI-certified products. The high-cost registration, poor management of GIs potential product, and other significant factors are considered as one the fundamental issues in developing GIs in Lampung. This article aims to highlight challenges in evolving GIs management in Indonesia and specifically Lampung province from 'start-scale' to a higher level to determine a solution in the future. The research method used in this study is a normative-empiric approach with primary and secondary data sources. The article uses literature data supported by interviews with stakeholders and related parties. The result of the study shows that the prevailing challenges of GIs management are deficient coordination between stakeholders, lack of proper understanding of the GI concept, and lack of consistency from the GIs Association worsened by the inadequacy of future planning.