Copycat Stores Exploit Korea’s Image in China   

• A surge of counterfeit “K-brands” in China is raising concerns among South Korean businesses and policymakers. Industry experts warn that if left unchecked, copycat stores could erode the credibility and global reputation that Korean companies have spent decades building. In China’s busy shopping districts, stores such as “ONLY YOUNG,” “New York Bagelous Museum,” and “MUMUS.KR” closely mimic well-known Korean brands, replicating everything from logo design to interior aesthetics. Experts say the trend goes beyond imitation. It is a calculated effort to capitalize on the commercial appeal of Korean culture and branding. The scale of the problem is staggering. According to the Korean Intellectual Property Office, more than 870,000 counterfeit items were blocked across 114 countries over the past five years. Of growing concern is “trademark squatting,” in which overseas brokers register Korean brand names before legitimate companies enter foreign markets. In 2024 alone, suspicious trademark filings exceeded 9,500 cases, with more than half originating in China. Brokers often invoke a “Made in Korea” image, secure trademark rights, and then demand costly settlements or royalties from Korean firms seeking to enter the market. The dessert cafe Sulbing was among the companies affected. When it sought to enter China in 2015, it discovered that a company called “Sulbing Elements” had already registered its trademark and opened imitation stores. After a costly, seven-year legal battle, Sulbing reclaimed its name but ultimately abandoned plans to launch in China. The damage extends across industries, hitting cosmetics and food franchises the hardest. Experts argue that reactive lawsuits are no longer sufficient. Instead, they urge Korean companies to secure trademarks for names, logos, and characters well before expanding overseas, shifting from a defensive stance to a more proactive protection. Wendy For The Teen Times teen/1773632759/1613367659