Coupang is taking action against vendors on AliExpress for unauthorized use of its brand and imagery. (Photo: a screenshot from AliExpress app)
SEOUL, Jun. 21 (Korea Bizwire) – Coupang, South Korea’s largest e-commerce platform, is taking action against vendors on AliExpress, the Chinese online retail service, for unauthorized use of its brand and imagery, including its recognizable rocket delivery logo.
According to industry sources on June 20, numerous products listed on the Korean-language AliExpress website claim to be directly imported and sold via Coupang’s expedited “Rocket Delivery” service.
These vendors, third-party merchants operating on the AliExpress platform, are not officially affiliated with Coupang.
The product listings prominently display Coupang’s rocket logo, accompanied by captions stating “Coupang imported this directly” in an apparent attempt to leverage the company’s reputation for fast shipping within South Korea.
This strategy of leveraging Coupang’s brand recognition and its acclaimed logistics capabilities seems to be an effort by AliExpress vendors to boost sales in the Korean market.
In response, Coupang has announced its intention to take aggressive legal measures against these intellectual property violations. A company spokesperson stated, “These vendors have unlawfully used our trademarks and imagery, infringing on our trademark and copyright. We plan to formally request the removal of these listings and similar products through proper legal channels.”
While AliExpress facilitates cross-border e-commerce by connecting buyers with third-party merchants worldwide, Coupang maintains strict control over its brand assets and prides itself on directly sourcing many products for seamless distribution within South Korea via its integrated logistics network.
Ashley Song (ashley@koreabizwire.com)
