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Photo courtesy of Yonhap News |
[Alpha Biz= Kim Jisun] Samyang Foods is moving to register the English trademark “Buldak” in South Korea, aiming to strengthen brand control as imitation products spread across global markets.
The company said it plans to file the trademark application later this month. While Samyang has registered or is reviewing nearly 500 Buldak-related trademarks in 88 countries, domestic protection has remained limited because the Korean term “불닭” has long been treated as a generic word. A 2008 ruling by the Korean Patent Court found that the term lacked distinctiveness, making exclusive rights difficult to secure in Korea.
As Buldak gained global popularity, trademark disputes have intensified. Samyang Vice Chairwoman Kim Jung-soo said the company is currently involved in disputes in 27 countries, underscoring the growing challenge of protecting Korean brands overseas. Samyang recently ran newspaper advertisements emphasizing that “Buldak” is a proprietary brand asset.
Copycat products resembling Buldak have surfaced worldwide, including in China, Southeast Asia, the United States and Europe. Some Chinese imitations use altered spellings such as “Boodak,” misleading manufacturer names, and packaging designs closely resembling Samyang’s originals. In some cases, counterfeit products have also been identified as originating from North Korea and intended for export.
Samyang said registering the “Buldak” trademark in Korea is a critical step in strengthening its legal position in overseas disputes, as the lack of domestic registration complicates enforcement abroad. The company is expanding trademark filings to include character designs and packaging, while pursuing legal actions such as warning letters, mediation requests and seizure applications.
Industry experts say consumer perception is key to trademark recognition, noting that “Buldak” already functions as a distinct brand in global markets rather than a generic term.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
