Patent Court Rules in Favor of JYP Entertainment in 'SKZOO' Trademark Dispute

JYP Entertainment has secured a landmark victory in its trademark dispute over the "SKZOO" merchandise, a collection representing the members of the K-Pop group Stray Kids. The Korean Patent Court ruled in November 2024 that the Korean Intellectual Property Office’s (KIPO) prior rejection of the trademark application was unlawful, thereby granting JYP the rights to the "SKZOO" mark.

The dispute began when JYP filed for trademark registration of "SKZOO" in March 2022. KIPO rejected the application in August 2022, citing concerns over potential confusion with SK Corporation’s trademarks. SK Corporation, a major South Korean conglomerate, holds trademarks for the "SK" brand. KIPO’s primary objection centered on the pronunciation of "SKZOO," which it argued could be read as "SK-joo," thus resembling SK Corporation’s mark.

This rejection applied across multiple product categories, including precious metals, accessories, stickers, photos, footwear, clothing, concert light sticks, and character dolls. KIPO’s stance was that the similarity might mislead consumers regarding the source of the goods.

JYP Entertainment contested this interpretation, clarifying that "SKZOO" is pronounced "Seu-ki-zoo," a distinct phonetic construction. The company explained that the term combines "SKZ," an abbreviation for Stray Kids, with "ZOO," reflecting the animal characters featured in the merchandise. This combination was argued to create a unique and recognizable brand identity separate from SK Corporation.

JYP’s initial appeal to the Intellectual Property Trial and Appeal Board (IPTAB) was unsuccessful, with the board upholding KIPO’s decision on the grounds that "SKZOO" could evoke the "SK" mark and potentially cause consumer confusion.

Undeterred, JYP escalated the matter to the Patent Court. There, the company presented evidence emphasizing the differences in appearance, pronunciation, and overall concept between "SKZOO" and SK Corporation’s trademarks. JYP highlighted the distinct impression created by "SKZOO," supported by the widespread recognition of Stray Kids and their merchandise both in South Korea and internationally.

The court’s ruling in November 2024 overturned the previous decisions, determining that KIPO’s rejection lacked legal basis. The judgment underscored the significance of Stray Kids’ global presence, noting their music videos have amassed over 100 million views and that their brand enjoys extensive media exposure. This recognition contributed to establishing "SKZOO" as a distinctive trademark unlikely to be confused with SK Corporation’s marks.

This decision enables JYP Entertainment to proceed with the commercial use and protection of the "SKZOO" trademark across various merchandise categories, reinforcing the brand identity of Stray Kids’ character line.