Korean companies are ramping up efforts to protect their brands as counterfeit products proliferate globally, capitalizing on the rising popularity of K-brands. Strategies now include securing overseas trademarks, utilizing artificial intelligence (AI) for online monitoring, authenticating products, and pursuing legal action abroad.
According to industry sources, Samyang Foods recently secured the domestic trademarks for its flagship brand 'Buldak' in both Korean and English. After nearly a decade of effort since the launch of Buldak-bokkeum-myeon, the company has established a legal foundation to protect its core brand.
The trademark acquisition process was challenging. Samyang Foods previously applied for the 'Buldak' trademark, but in 2008, the Patent Court ruled that it was a common term that anyone could use, denying exclusive rights. In 2023, the company reapplied for the Korean and English trademarks, but the applications did not lead to registration. It was only after a reapplication in February of this year that the English 'Buldak' was granted trademark rights for noodles and sauces, while the Korean '불닭' was secured for noodle products.
As Buldak has grown into a global brand, the emergence of similar products abroad has heightened the need for trademark protection. Kim Jeong-soo, chairman of Samyang Foods, stated at an economic growth strategy briefing led by President Lee Jae-myung in January, "We have registered trademarks in 88 countries, but we are in disputes in 27 of them." Samyang Foods continues to take strong measures against overseas imitations, including sending warning letters, filing dispute resolutions, reporting to the Intellectual Property Office, and submitting seizure requests.
The K-beauty industry is also focusing on monitoring counterfeits using AI technology. A.P.R. collaborates with an AI-based image monitoring company to continuously check for counterfeit sales of its Mediheal products on domestic and international open markets. In cases of violations, they gather evidence for legal action, and AGE-R has implemented a unique QR authentication system for its beauty devices.
Amorepacific has established an official sales certification system and operates real-time AI monitoring, collaborating with online platforms both domestically and internationally to block counterfeit products. LG Household & Health Care regularly inspects both online and offline distribution channels and works with government agencies and online platforms to combat counterfeit distribution.
Some companies are taking direct legal action abroad. Gudai Global, which operates the brand 'Joseon Beauty,' has automated the detection of counterfeit products and the removal of posts through an in-house intellectual property (IP) team and a global brand protection firm. In the U.S., they have filed a trademark infringement lawsuit against counterfeit sellers, and in India, they obtained a court order for a sales ban.
As the response to counterfeits increases, the financial burden on companies is growing. A.P.R. reportedly spends millions of won each month on counterfeit enforcement. With counterfeit products produced in countries like China and distributed through global platforms such as Amazon, eBay, and TikTok Shop, tracking every step from production to sale has become increasingly difficult for individual companies. As K-brands expand their global reach, securing trademarks and monitoring counterfeits are becoming essential costs for international business.
The government is also stepping in to support K-brand protection. The Intellectual Property Office introduced a 'Fake K-Brand Reporting Center' and 'K-Brand Guardians' last month. Companies can report counterfeit products or imitation stores found in overseas markets, online platforms, and social media, which will be reviewed by experts, and necessary legal actions will be coordinated. Starting in the second half of this year, a 'K-Brand Government Certification System' will be implemented, combining national certification trademarks with private authentication technology, allowing overseas consumers to verify the authenticity of products directly.
Kim Yong-seon, head of the Intellectual Property Office, emphasized, "As K-brands gain global popularity, effective government responses to attempts at imitation or unauthorized exploitation are crucial. It is now essential for the government, companies, and consumers to work together to report counterfeit K-brands and promote a culture of purchasing authentic products, thereby strengthening a comprehensive response system to protect K-brands abroad."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.