K-brands in food, beauty, and fashion are gaining global popularity, leading to a surge in counterfeits. While past imitations focused on product names and packaging designs, recent cases have seen entire brand logos, model images, product detail pages, and even store signs and interiors copied. Some Chinese brands are leveraging the identity of Korean brands by using terms like 'KOREA' or 'Korean Beauty' to market their products.
According to the Korean Intellectual Property Office and the Korea Intellectual Property Protection Agency, there were 5,038 suspected trademark infringements reported across 10 countries from January to July this year. China had the highest number at 1,964 cases, followed by Indonesia with 955 and Vietnam with 642. Thailand reported 292 cases, Turkey 269, Brazil 264, Malaysia 197, Singapore 173, India 172, and the Philippines 110. Approximately 39% of the total cases were identified in China alone, and when combined with Indonesia and Vietnam, these three countries accounted for over 70% of the infringements. This indicates a concentrated risk of trademark infringement in markets where K-brands are particularly popular, such as China and Southeast Asia.
Suspected trademark infringements have increased 2.3 times over the past two years, rising from 5,015 cases in 2023 to 9,520 in 2024, and reaching 11,485 last year. Trademark infringement occurs when a third party, without legitimate authority, files for or registers a trademark that a domestic company has already applied for or used. This issue is not limited to professional trademark brokers; local distributors, agents, and partners are also involved in these infringements. Last year, 1,973 cases of suspected infringements were identified in franchises, 1,708 in cosmetics, and 1,397 in clothing.
The scope of imitation is expanding from products to entire stores. In Vietnam's Nha Trang, a store changed the English trademark 'MUSINSA' to 'MOOSINSA' and displayed a sign reminiscent of the lifestyle platform '29CM' as '29M.' After Musinsa demanded an end to the intellectual property infringement through a local agent, the store removed the sign in June, only to replace it with a new one that still evoked Korea, naming it 'GAROSU street.'
Samyang Foods' popular product, Buldak Bokkeummyeon, has also faced a wave of similar products abroad. In China, products imitating the name 'Buldakmyeon' and its character have been distributed, while in Saudi Arabia and Russia, imitations featuring the Korean name '불닭볶음면' and the English 'Buldak' have been sold. Samyang Foods reported that it registered its trademark in 88 countries earlier this year but is currently involved in disputes in 27 of those countries.
In the rapidly growing K-beauty sector, imitation tactics have become more sophisticated. A Chinese cosmetics brand has been selling products with names similar to those of MediCube, such as 'Collagen Night Wrapping Mask' and 'No More Pore Pad,' on platforms like Amazon and Lazada. Beyond mimicking colors and packaging, there have been instances of using past model images and product detail pages. Some Chinese brands are even using 'Korean Beauty' as a marketing phrase or ensuring that 'KOREA' appears in search results, leveraging the established image and trust associated with K-beauty.
The regions where counterfeit products are found are also expanding. Last month, customs at Timisoara Airport in Romania seized over 100 suspected counterfeit products of MediCube's 'PDRN Pink Collagen Capsule Cream.' In the same month, authorities in Guangzhou, China, confiscated over 6,000 imitation products from MediCube, along with items from other K-beauty brands like Skin1004 and Arenesia.
A significant concern is that counterfeit products may serve as the first experience for overseas consumers with Korean brands. Park Jeong-eun, a professor at Ewha Womans University, stated, "As counterfeits increase, lower-quality products can create a negative impression of K-brands. K-brands need to strengthen their image of high quality and premium status to establish a distinct brand identity."
The burden is particularly heavy for small and indie brands that struggle to secure trademark rights abroad and combat imitation products. Professor Park emphasized, "Unlike large corporations, small businesses have limitations in protecting their brands overseas. The government needs to take proactive measures to protect K-brands from trademark infringement and imitation."
According to the Korean Intellectual Property Office and the Korea Intellectual Property Protection Agency, there were 5,038 suspected trademark infringements reported across 10 countries from January to July this year. China had the highest number at 1,964 cases, followed by Indonesia with 955 and Vietnam with 642. Thailand reported 292 cases, Turkey 269, Brazil 264, Malaysia 197, Singapore 173, India 172, and the Philippines 110. Approximately 39% of the total cases were identified in China alone, and when combined with Indonesia and Vietnam, these three countries accounted for over 70% of the infringements. This indicates a concentrated risk of trademark infringement in markets where K-brands are particularly popular, such as China and Southeast Asia.
Suspected trademark infringements have increased 2.3 times over the past two years, rising from 5,015 cases in 2023 to 9,520 in 2024, and reaching 11,485 last year. Trademark infringement occurs when a third party, without legitimate authority, files for or registers a trademark that a domestic company has already applied for or used. This issue is not limited to professional trademark brokers; local distributors, agents, and partners are also involved in these infringements. Last year, 1,973 cases of suspected infringements were identified in franchises, 1,708 in cosmetics, and 1,397 in clothing.
The scope of imitation is expanding from products to entire stores. In Vietnam's Nha Trang, a store changed the English trademark 'MUSINSA' to 'MOOSINSA' and displayed a sign reminiscent of the lifestyle platform '29CM' as '29M.' After Musinsa demanded an end to the intellectual property infringement through a local agent, the store removed the sign in June, only to replace it with a new one that still evoked Korea, naming it 'GAROSU street.'
Samyang Foods' popular product, Buldak Bokkeummyeon, has also faced a wave of similar products abroad. In China, products imitating the name 'Buldakmyeon' and its character have been distributed, while in Saudi Arabia and Russia, imitations featuring the Korean name '불닭볶음면' and the English 'Buldak' have been sold. Samyang Foods reported that it registered its trademark in 88 countries earlier this year but is currently involved in disputes in 27 of those countries.
In the rapidly growing K-beauty sector, imitation tactics have become more sophisticated. A Chinese cosmetics brand has been selling products with names similar to those of MediCube, such as 'Collagen Night Wrapping Mask' and 'No More Pore Pad,' on platforms like Amazon and Lazada. Beyond mimicking colors and packaging, there have been instances of using past model images and product detail pages. Some Chinese brands are even using 'Korean Beauty' as a marketing phrase or ensuring that 'KOREA' appears in search results, leveraging the established image and trust associated with K-beauty.
The regions where counterfeit products are found are also expanding. Last month, customs at Timisoara Airport in Romania seized over 100 suspected counterfeit products of MediCube's 'PDRN Pink Collagen Capsule Cream.' In the same month, authorities in Guangzhou, China, confiscated over 6,000 imitation products from MediCube, along with items from other K-beauty brands like Skin1004 and Arenesia.
A significant concern is that counterfeit products may serve as the first experience for overseas consumers with Korean brands. Park Jeong-eun, a professor at Ewha Womans University, stated, "As counterfeits increase, lower-quality products can create a negative impression of K-brands. K-brands need to strengthen their image of high quality and premium status to establish a distinct brand identity."
The burden is particularly heavy for small and indie brands that struggle to secure trademark rights abroad and combat imitation products. Professor Park emphasized, "Unlike large corporations, small businesses have limitations in protecting their brands overseas. The government needs to take proactive measures to protect K-brands from trademark infringement and imitation."
* This article has been translated by AI.
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