South Korea Unveils Government-Backed Trademark Certification to Combat Global Counterfeit K-Brand Products

South Korea’s government has introduced a comprehensive trademark certification initiative aimed at curbing the widespread distribution of counterfeit Korean brand products overseas. The Intellectual Property Agency officially announced the launch of the K-Brand Government Certification System on Wednesday, marking a significant step in protecting K-brands internationally.

According to a 2024 OECD report, counterfeit K-brand goods circulating globally are valued at approximately 11 trillion won (about $8.1 billion). The report highlighted challenges faced by Korean companies, including unauthorized pre-registration of K-brand trademarks and the proliferation of counterfeit products leveraging the Korean Wave (hallyu) phenomenon, which have complicated individual business efforts to combat infringement.

Central to the new system is the South Korean government’s role as the direct rights holder of a national certification trademark. This trademark, protected under international intellectual property treaties, will allow the government to actively enforce trademark rights abroad when counterfeiting occurs. By positioning itself as the aggrieved rights holder, the government can pursue legal remedies in foreign jurisdictions to the extent permitted by local laws.

Participation in the certification system is voluntary for Korean companies. Those opting in may affix the national certification trademark to their products. This mark incorporates cutting-edge product authentication technology developed by the Korea Minting and Security Printing Corporation, which leverages its expertise in currency manufacturing to enhance counterfeit resistance.

Consumers overseas will benefit from a user-friendly verification process. By simply scanning the certification trademark with their smartphone cameras—no additional app required—they can instantly confirm product authenticity. The government will analyze scan data to identify counterfeit hotspots and share intelligence with local enforcement agencies to facilitate targeted crackdowns.

To date, 31 companies have applied to join the program, including notable names such as Samyang Foods, Amorepacific, and Korea Ginseng Corporation, alongside several high-performing small and medium-sized enterprises. The national certification trademark has already been registered domestically as of September and is scheduled for filing in 73 key export markets by year-end.

Participating companies will gain access to a monitoring system that distinguishes genuine products from counterfeits. Additionally, small and medium-sized enterprises and mid-sized companies may receive up to 200 million won in financial support to implement the authentication technology. Other benefits include discounts on export insurance premiums from Korea Trade Insurance Corporation (K-SURE), bonus points for export trade fair participation organized by KOTRA, and dedicated sales booths on the Korea International Trade Association’s TradeKorea platform.

The Intellectual Property Agency plans to amplify promotional efforts targeting international consumers. This includes producing promotional videos featuring popular hallyu stars for distribution on global platforms such as YouTube and TikTok, aiming to foster a culture where consumers routinely verify K-brand products through the certification trademark.

Enforcement measures will be bolstered through enhanced overseas investigation capabilities. The agency intends to deploy specialists to Interpol to pursue individuals and entities involved in habitual or large-scale manufacturing and distribution of counterfeit K-brand goods. Furthermore, the government will continue diplomatic engagement with foreign authorities to encourage intensified investigations, enforcement actions, and customs interventions against counterfeit imports.

Together, these layered measures—from government certification and consumer verification to international enforcement—are designed to establish a robust protection framework for K-brands abroad.

"K-brands represent more than corporate assets; they are a precious national asset forged by the passion and determination of the Korean people," said Intellectual Property Agency Commissioner Kim Yong-seon. "The South Korean government will provide steadfast support to ensure our companies are shielded from unjust harm caused by counterfeit goods overseas and that K-brands earn trust and preference worldwide."

Companies interested in joining the K-Brand Government Certification System can apply via the program’s online portal until November 10. Additional information and inquiries can be directed to the Korea Intellectual Property Protection Agency.