K-food popularity sparks copycat imposters from China

The surging popularity of K-food abroad has triggered the proliferation of copycat products of instant noodle and other food items created by local companies in countries such as China.

Pictures of original Korean food products, left, and Chinese imitation K-food products [REP. LEE YANG-SOO]

The surging popularity of K-food abroad has triggered the proliferation of copycat products of instant noodle and other food items created by local companies in countries such as China.

One example involves a Chinese company creating a brand with Korean hangul characters, Sanai, and producing imitation versions of popular Korean foods like Buldak Ramen, white sugar and dasida. In the case of Buldak Ramen, the imitation even went as far as replicating the original packaging with a character resembling the fire-breathing mascot chicken.

"In the past, we witnessed numerous cases of Korean company names and product names being forged, but recently, we're seeing instances where hangul are incorporated to confuse consumers into thinking they're purchasing genuine Korean products," remarked People Power Party Rep. Lee Yang-soo through a news release Tuesday.

Earlier this year, Japan's Nissin Foods — the world's first instant noodle product maker — was under fire for imitating Korean ramyeon, specifically Samyang Foods' Buldak Ramen Carbonara, with its Yakisoba U.F.O. Pokkun Myeon.

In Southeast Asia, imitation Korean fruit soju products have become increasingly prevalent.

Cham Joeun soju sold in Indonesia [SCREEN CAPTURE]

Brands such as Cham Joeun in Indonesia and So Nice in the Philippines mimic the green-colored bottles and Korean logos of Korean soju brands like Chamisul and Soonhari. Even Singapore's Chorong Chorong soju opted for a turtle character instead of Chamisul's toad mascot.

The surge in "local" K-food abroad can be attributed to the undeniable impact of Hallyu, where Korean culture, including food, garners immense admiration. This has led to the popularity of Korean food items, often featured in Korean dramas and movies, prompting local companies to try their hand at replicating these Korean delicacies.

The export value of K-food climbed from $9.9 billion in 2020 to $11.4 billion in 2021, and further to $12 billion last year, according to Rep. Lee. Despite the encouraging trend, no official statistics are currently available concerning counterfeit K-food products.

The Korea Food Industry Association took proactive measures in December 2021, forming a collaborative body with four domestic food giants, including CJ CheilJedang, Samyang Foods, Daesang and Ottogi. It was the first collective pursuit of infringement lawsuits.

They initiated intellectual property (IP) infringement lawsuits against Chinese companies such as Qingdao Taiyangcao Food and Zhengdao Food, with Korean companies achieving favorable outcomes in five out of seven cases.

The food industry’s concern about counterfeit products that masquerade as Korean originals may give negative perceptions of genuine Korean products due to the subpar quality and taste of imitations.

"Knockoff versions of Korean soju can be found in some Chinese stores, and many Chinese consumers mistakenly believe these knockoffs are genuine Korean imports," according to an official from the Korea Trade-Investment Promotion Agency (Kotra). "These counterfeit products are being sold at notably lower prices, around 1 yuan. However, they often disappoint in terms of taste, and some even cause side effects like headaches, which negatively impact the reputation of authentic Korean soju."

Food companies remain vigilant, regularly monitoring the market for counterfeit products and taking actions such as issuing warnings and pursuing legal remedies if needed, but the persistent nature of counterfeit goods poses challenges in terms of enforcement. In the end, the key differentiator remains the quality and taste of genuine K-food products.

"Although the Korean trademark rights for Buldak Ramen are currently registered in China, tackling counterfeit products solely through trademark rights is problematic as counterfeit products often have different product names," said a Samyang Foods spokesperson. "As our Buldak Ramen has a strong local presence and recognition, imitation products often fail to match the authentic taste, ultimately driving consumers to the originals."

"The Ministry of Agriculture, Food and Rural Affairs, which oversees the food industry, should devise policies aimed at eradicating counterfeit products and expanding the export of authentic Korean food," Rep. Lee said, calling upon the government to provide support for safeguarding IP rights, conducting investigations into counterfeit and imitation products, and implementing effective regulations.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]