Korea Intellectual Property Office launches campaign to protect K-brands

The Korea Intellectual Property Office said it will hold a campaign in Seongsu-dong, Seoul, on July 30 to encourage citizens to report counterfeit K-brands and protect the growing value of Korean trademarks abroad. The push comes as the global expansion of Hallyu has raised the market value of Korean beauty and food brands, leading to a surge in overseas distribution of fake goods and imitation store signs.

Commissioner Kim Yong-seon stated that as the popularity of Hallyu and K-brands rises globally, so do attempts to mimic them. "As K-brands gain popularity worldwide, effective government responses to attempts to imitate or unfairly ride on their success are more important than ever," Kim said.

Titled the K-Brand Guardian Angel Campaign, the event will take place in front of Olive Young N Seongsu in Seongdong-gu. Attendees include Korea Consumer Agency Standing Commissioner Kwak Eun-kyung, Sungshin Women's University Professor Seo Kyung-duk, Korea IP Protection Institute President Shin Sang-gon and Olive Young strategy planning head Kim Choong-hyo.

Participants can compare genuine and counterfeit products, learn how to report suspected fakes found overseas or online, and obtain certification as a K-Brand Guardian Angel. The office will also display fan merchandise featuring its character Miri.

Professor Seo noted that cases of counterfeit goods and trademark infringement exploiting Hallyu are rising as South Korean trademarks gain value. He joined the promotional effort to help protect domestic trademark rights.

The agency operates a Fake K-Brand Reporting Center that accepts reports with photos and location data from overseas outlets, online platforms and social media. Valid reports are reviewed and forwarded to rights holders to support local countermeasures against infringement, unfair competition and violations of consumer protection laws.

The office plans to use analysis results from the center and its K-Brand Keeper Service, which provides risk alerts based on overseas trademark application patterns, to manage countries and industries with frequent counterfeit activity. Plans include expanding local legal responses, coordinating with enforcement agencies and enhancing cooperation with overseas platforms to prevent unauthorized trademark pre-emption.