Samyang Secures Trademark Rights for ‘Buldak’ Noodle Brand in South Korea

Samyang Foods has officially secured domestic trademark rights for the term “Buldak,” the name of its popular spicy noodle brand, marking a significant victory in its ongoing intellectual property efforts. The South Korean Ministry of Intellectual Property granted the registrations on June 16, following a 30-day objection period that passed without any challenges.

The trademark registration encompasses the English-language “Buldak” for noodles and sauces, while the Korean-language equivalent is registered specifically for noodle products. This dual-language protection reflects the brand’s expanding market presence and the company’s strategic approach to safeguarding its intellectual property.

The journey to this registration has been protracted. Initially, in 2008, Samyang’s attempt to trademark “Buldak” was rejected on the grounds that the term—meaning “fire chicken” in Korean—was deemed a generic descriptor rather than a distinctive brand name. A subsequent application filed in 2023 also failed to secure approval.

Over time, however, “Buldak” has evolved from a generic term into a recognized brand identity closely associated with Samyang’s signature spicy noodles. This shift in consumer perception has increased the term’s value but also attracted a growing number of imitators.

Samyang Foods Chair Kim Jung-soo highlighted the global challenges faced by the company during a government economic forum in January. Despite holding trademark registrations in 88 countries, Samyang is engaged in trademark disputes across 27 jurisdictions, underscoring the difficulties Korean brands encounter in protecting their intellectual property internationally.

Counterfeit and look-alike products bearing the “Buldak” name have appeared in diverse markets, including China, Southeast Asia, the Middle East, and Eastern Europe. These unauthorized products often exploit the brand’s reputation without any affiliation to Samyang.

The recent trademark registration is expected to bolster Samyang’s broader intellectual property enforcement efforts. This includes combating counterfeiting on online marketplaces, strengthening customs inspections, and opposing unauthorized trademark registrations abroad.

A company official emphasized the strategic importance of the trademark registration, stating, “Securing the trademark is ultimately about enhancing the global competitiveness of the Samyang brand. We will continue investing in marketing and brand development to reinforce its position as a global brand.”