SEOUL — Korean brands riding the global K-wave are getting a new line of defense as the government moves to protect small and medium-sized businesses from counterfeit products, trademark theft and other intellectual-property disputes in overseas markets.
The Ministry of SMEs and Startups and the Korean Intellectual Property Office have launched a joint council designed to connect export support with intellectual-property protection, giving Korean companies a faster way to respond when their brands are copied or illegally registered abroad.
The initiative comes as demand for Korean beauty products, food and fashion continues to expand internationally — creating new opportunities for smaller companies while also exposing their brands to increasingly complex intellectual-property risks.
K-Brands Are Facing a New Problem Abroad
For Korean companies entering international markets, building recognition is only part of the challenge.
Counterfeit versions of popular products have appeared on major online marketplaces, while trademark squatting can allow unrelated parties to register or claim rights to Korean brand names in foreign markets.
The government specifically pointed to counterfeit K-beauty products appearing on platforms such as Amazon and TikTok Shop, including fake versions of Beauty of Joseon’s Relief Sun: Rice + Probiotics.
Trademark disputes have also affected major Korean exports, with the government citing attempts to exploit the popularity of products such as Samyang’s Buldak instant noodles.
Two Government Networks Are Being Connected
The new system is designed to bring two existing international support networks closer together.
The Korea SMEs and Startups Agency operates 22 Global Business Centers across 14 countries, providing support to Korean businesses expanding overseas.
Meanwhile, the Korean Intellectual Property Protection Agency operates 10 overseas intellectual-property centers covering 40 countries.
Under the new cooperation framework, these networks will share information about infringement cases involving unauthorized trademark registrations, counterfeit goods and other intellectual-property violations.
That means companies seeking help with overseas expansion could potentially receive intellectual-property protection support alongside their export assistance instead of having to navigate the systems separately.
The Goal Is Prevention, Not Just Damage Control
Officials say the strategy is intended to move beyond responding after a counterfeit product or trademark dispute has already caused damage.
Joint educational programs and briefings are also planned to help Korean companies understand overseas intellectual-property rules and prepare for potential disputes before expanding into foreign markets.
The Korea SMEs and Startups Agency and the Korean Intellectual Property Protection Agency are expected to sign a memorandum of understanding as part of the cooperation.
Why This Matters for the Next K-Wave
The latest move reflects how the globalization of Korean consumer brands is creating a different kind of challenge.
K-pop and Korean entertainment may have helped introduce global consumers to Korean culture, but K-beauty, K-food and K-fashion are increasingly becoming commercial exports in their own right.
For smaller companies, however, international growth can bring vulnerabilities that larger corporations are better equipped to manage.
A successful product can attract imitators. A recognizable brand can become a target for unauthorized registration. And counterfeit products can potentially damage both sales and consumer trust.
The Korean government therefore sees intellectual-property protection as increasingly connected to export policy.
As more Korean small businesses attempt to turn global interest in K-culture into international sales, the new government partnership aims to ensure that the brands they built at home remain protected when they cross borders.
The bigger test now is whether the new “IP safety net” can move quickly enough to protect the next generation of Korean brands before counterfeits and trademark disputes become a much bigger problem.
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