Samyang Foods' 'Buldak' English Trademark Clears Key Hurdle in Korea Amid Global Imitation Surge

Samyang Foods, the maker of the globally popular Buldak Bokkeummyun spicy noodles, has advanced in its efforts to secure domestic trademark rights for the English name 'Buldak.' On May 4, the Intellectual Property Office announced that Samyang Foods’ application for the English 'Buldak' trademark had passed the examiner’s review, marking a pivotal step in the registration process.

The announcement initiates a 30-day opposition period, after which the trademark will be officially confirmed if no objections are filed. Samyang Foods submitted the application on February 27 and was selected for expedited review last month, resulting in a notably swift examination. The initial result was issued just 35 days after the expedited review decision, a pace significantly faster than the typical two to three months for Hallyu (Korean Wave) trademarks and much shorter than the usual year-long process for standard trademark applications.

This rapid progress follows a policy shift by the Intellectual Property Office, which last June committed to supporting faster trademark registration for Hallyu-related companies and brands to bolster export competitiveness. At that time, the expedited review period for such trademarks was shortened to two months, and a representative from Samyang Foods participated in the policy meeting.

Samyang Foods’ focus on the English 'Buldak' trademark stems from legal limitations on protecting the Korean name 'Bulldak' domestically. In 2008, the Patent Court ruled that 'Bulldak' had become a generic term, losing its distinctiveness and thus its eligibility for trademark protection in Korea. As a result, anyone can use the Korean term as a trademark, making it difficult for Samyang Foods to assert exclusive rights in both domestic and overseas disputes.

The company’s urgency in securing the English trademark is driven by the global popularity of Buldak Bokkeummyun and the proliferation of imitation products abroad. International markets have seen the emergence of similar-sounding brands such as 'Boodak,' 'Bulramen,' 'Bulsauce,' and 'Hanguk Buldak Bokkeum Ramyeon.' Additionally, unauthorized use and modification of the brand’s mascot, 'Hochi,' have been reported, highlighting the challenges of protecting intellectual property on a global scale.

The issue of trademark protection for Buldak was brought to national attention during a January economic strategy briefing presided over by President Lee Jaemyung. At the event, Samyang Foods Vice Chairman Kim Jeongsoo emphasized that the company had registered trademarks in 88 countries but was involved in disputes in 27, underscoring the need for government support to secure both domestic and international trademark rights. Following this, Samyang Foods launched a public campaign, including newspaper advertisements, to raise awareness about the importance of trademark protection for the Buldak brand, describing it as a unique asset built by the company and vital for expanding K-food exports.

With the anticipated confirmation of the English 'Buldak' trademark, Samyang Foods is expected to intensify its efforts to secure overseas trademark rights and combat counterfeiting. As of the end of last year, the company held 1,038 trademark rights, more than doubling from 480 in 2021. This rapid increase reflects both the global demand for Buldak Bokkeummyun and the company’s proactive approach to intellectual property management.

The company’s international sales have mirrored this trend, with overseas revenue rising 41% year-on-year to 1.8838 trillion won in 2023. The proportion of overseas sales has also grown, surpassing 80% last year compared to the 60% range in 2021.

As Samyang Foods awaits the final confirmation of its English 'Buldak' trademark, the company’s efforts to protect its brand and intellectual property are expected to gain further momentum, reinforcing its position as a leading representative of Korean food culture on the global stage.