Lee International

In 2024, the Korean Intellectual Property Office (KIPO) took proactive measures to combat the illegal importation and distribution of counterfeit goods in Korea and protect brand value. Specifically, KIPO collaborated with the Korea Customs Service (KCS) to detect counterfeit goods entering the country through cross-border e-commerce. Between April and October 2024, KIPO provided over 2,000 pieces of intelligence, leading to the seizure of more than 5,000 counterfeit goods. Building on this success, KIPO signed a Memorandum of Understanding (MOU) with the KCS in November 2024 to further strengthen efforts to prevent counterfeit goods from entering Korea.

Additionally, in 2024, KIPO lunched a pilot AI-based monitoring system to detect counterfeit goods on cross-border e-commerce platforms for 11 brands. Starting in 2025, the system will be expanded to track 160 brands. It identifies suspicious products priced at 40% or less of the normal retail price, purchases samples for authenticity verification, and effectively exposes counterfeit items.

With KIPO’s enhanced efforts to combat counterfeit goods, rights holders must adopt more proactive strategies to protect their intellectual property (IP).

First and foremost, rights holders should proactively register their trademarks and design rights in Korea to establish a legal foundation for protection. Given that Korea’s IP system follows a first-to-file principle, securing registered rights is essential for proper legal protection. Moreover, rights holders should regularly monitor published trademark applications for potential infringing marks and actively manage their registered rights. It is also essential to monitor online marketplaces for counterfeit goods and swiftly address any infringement by taking prompt action against infringing sellers and platforms.

Cooperation with relevant authorities, such as KIPO and the KCS, is crucial. As it is expected for KIPO and the KCS to enhance their efforts to combat counterfeit distribution in 2025, rights holders should actively participate in their enforcement programs by regularly reporting IP infringements and sharing relevant information. Timely and proactive responses to requests from enforcement agencies will also be necessary to optimize the effectiveness of anti-counterfeiting measures.

To assist rights holders in safeguarding their intellectual properties, Lee International IP & Law established the Trademark and Design Monitoring Center (TDMC) in 2024. The TDMC offers comprehensive online monitoring and both online and offline enforcement services designed to address the unique needs of rights holders, ensuring swift and effective responses to IP infringement concerns. 

Furthermore, the TDMC works closely with KIPO’s Special Judicial Police (SJP) and the Korea Intellectual Property Protection Agency (KOIPA) to verify authenticity and support trademark recordation with customs authorities. These efforts aim to strengthen the protection of clients' rights and reduce the circulation of counterfeit goods in Korea.