The ‘Fake Never’ Campaign (Image courtesy of Musinsa)
SEOUL, Apr. 22 (Korea Bizwire) – Dozens of South Korean fashion labels including thisisneverthat have formally launched a new association aimed at cracking down on counterfeit products, particularly those flowing in from China’s e-commerce platforms.
According to industry sources, small and medium-sized fashion brands have joined forces with online fashion retailer Musinsa to establish the “Brand Intellectual Property Rights Protection Association” after initial plans last February for a broader Korean Fashion Brands Association pivoted to prioritize trademark infringement issues.
The non-profit corporation, registered last month under the Ministry of SMEs and Startups, will be headed by Kim Hoon-do, CEO of fashion company GBGH.
The rise of Chinese e-commerce giants like AliExpress and Temu has fueled an influx of cheap knockoffs mimicking products from South Korean fashion houses, exacerbating intellectual property violations. While the sale of counterfeit and design-copied fashion items has long plagued domestic open marketplaces, the recent surge from cross-border platforms spurred brands to take direct defensive action.
The new association will concentrate on monitoring and cracking down on fake merchandise imitating member companies’ products across both international e-commerce channels and local online marketplaces, particularly open platforms.
Partnering with the Korea Intellectual Property Protection Agency’s “Counterfeit Product Distribution Prevention Council,” the association will collaborate with patent offices, customs authorities and intellectual property law firms to safeguard members’ trademark rights.
It will also provide legal support to brands embroiled in IP disputes as well as educational resources on intellectual property matters.
Coinciding with the association’s establishment, South Korea’s special judicial police for technology crimes launched a “Design Infringement Enforcement Support Unit” on April 1 to bolster oversight in industries plagued by design violations like fashion and apparel.
“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,” said one fashion industry representative.
A spokesperson for the Brand IP Protection Association emphasized, “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.”
Ashley Song (ashley@koreabizwire.com)
