South Korean Fashion Brands Unite to Tackle Counterfeit Goods from Chinese E-Commerce Platforms

Dozens of South Korean fashion brands, including prominent label thisisneverthat, have officially launched a new association dedicated to combating counterfeit goods, especially those imported via Chinese e-commerce platforms. This initiative responds to the growing problem of trademark infringement and design copying that has increasingly affected the domestic fashion market.

Industry insiders reveal that small and medium-sized fashion companies collaborated with Musinsa, a leading online fashion retailer, to form the Brand Intellectual Property Rights Protection Association. The association’s formation followed a strategic shift from broader plans for a Korean Fashion Brands Association initiated in February, narrowing focus specifically to intellectual property rights protection.

Registered last month under the Ministry of SMEs and Startups, the non-profit entity will be led by Kim Hoon-do, CEO of the fashion company GBGH. The association’s creation comes amid a surge of counterfeit fashion items flooding South Korean marketplaces, driven largely by Chinese e-commerce giants such as AliExpress and Temu offering cheap knockoffs that mimic South Korean designs.

While counterfeit and design-infringing products have long been a challenge in domestic open marketplaces, the recent spike in cross-border counterfeit sales has galvanized brands to take direct and coordinated action. The association aims to monitor and crack down on fake merchandise imitating its members’ products across both international e-commerce channels and local online platforms.

To strengthen enforcement, the association will partner with the Korea Intellectual Property Protection Agency’s Counterfeit Product Distribution Prevention Council. This collaboration will extend to patent offices, customs authorities, and intellectual property law firms to ensure comprehensive protection of trademark rights.

Beyond enforcement, the association plans to offer legal support to brands involved in intellectual property disputes and provide educational resources to raise awareness about IP rights within the fashion sector.

Coinciding with the association’s launch, South Korea’s special judicial police for technology crimes established a Design Infringement Enforcement Support Unit on April 1. This unit is tasked with enhancing oversight in industries vulnerable to design violations, including fashion and apparel.

A representative from the fashion industry highlighted the urgency of the issue, stating, “Not only is there rampant circulation of K-fashion counterfeits through overseas direct buying platforms, but even domestic online shopping malls continue irresponsibly selling knockoffs, prompting our united front.”

A spokesperson for the Brand Intellectual Property Rights Protection Association emphasized the importance of protecting original designs, saying, “Appropriating unique designs that embody fashion brands’ identities must be eradicated. Our association will lead efforts to create a sound environment where the legitimate intellectual property rights and inherent value of fashion businesses are duly protected and respected.”