SEOUL, January 13 (AJP) - As retail giant CJ's health and beauty chain has become a popular destination for foreign tourists visiting Seoul, a copycat brand has emerged in China, raising concerns about potential damage to the reputation of South Korean beauty products.
According to industry watchers on Tuesday, a beauty store called "Only Young," reminiscent of Olive Young, has opened in Changsha, the vibrant capital of China's Hunan Province, and has been expanding its outlets in recent years. while advertising free delivery across the country.
The Chinese copycat goes beyond mere concept, replicating everything from the name and logo to the store layout itself.
Nearly everything, from its shopping bags to its store design, strikingly resembles Olive Young's signature colors and style, raising concerns that foreign shoppers might mistake it for the genuine South Korean retailer.
The Chinese knockoff brand also runs a channel on Douyin, the Chinese version of TikTok, posting promotional featuring K-pop music and advertising free delivery across the country. The channel has accumulated around 230,000 likes, suggesting it has gained considerable traction in China over the past two years.
According to industry watchers on Tuesday, a beauty store called "Only Young," reminiscent of Olive Young, has opened in Changsha, the vibrant capital of China's Hunan Province, and has been expanding its outlets in recent years. while advertising free delivery across the country.
The Chinese copycat goes beyond mere concept, replicating everything from the name and logo to the store layout itself.
Nearly everything, from its shopping bags to its store design, strikingly resembles Olive Young's signature colors and style, raising concerns that foreign shoppers might mistake it for the genuine South Korean retailer.
The Chinese knockoff brand also runs a channel on Douyin, the Chinese version of TikTok, posting promotional featuring K-pop music and advertising free delivery across the country. The channel has accumulated around 230,000 likes, suggesting it has gained considerable traction in China over the past two years.
Chinse retailer Only Young is seen, in the grab from online platform Douyin
Experts say the case appears to be "intentional copying" aimed at deliberately confusing consumers, rather than merely being a similar brand. The development comes after Olive Young, which operated offline outlets in Shanghai from 2010 to 2013, exited the Chinese market amid declining sales caused by an unofficial boycott of South Korean products and services in protest of the deployment of Terminal High Altitude Area Defense (THAAD) batteries here in 2016.
An industry worker pointed to the case of dollar store Daiso to raise concerns about the emergence of Chinese copycat brands. "Like Daiso's Chinese copycat Mumuso, the Chinese copycat of Olive Young may also attempt to expand into overseas markets," he said. "Consumers who buy products there believing they are South Korean could tarnish the retailer's global image, affecting its long-term growth."
"As South Korean brands gain popularity overseas, cases of Chinese companies riding the Korean Wave and copying brands appear to be on the rise," said Seo Kyung-duk, a professor at Sungshin Women's University. "Now it is time to more actively protect intellectual property rights at the government level, along with strategies to prevent repeat cases," he added.
An industry worker pointed to the case of dollar store Daiso to raise concerns about the emergence of Chinese copycat brands. "Like Daiso's Chinese copycat Mumuso, the Chinese copycat of Olive Young may also attempt to expand into overseas markets," he said. "Consumers who buy products there believing they are South Korean could tarnish the retailer's global image, affecting its long-term growth."
"As South Korean brands gain popularity overseas, cases of Chinese companies riding the Korean Wave and copying brands appear to be on the rise," said Seo Kyung-duk, a professor at Sungshin Women's University. "Now it is time to more actively protect intellectual property rights at the government level, along with strategies to prevent repeat cases," he added.
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