A Shanghai bakery store accused of copying the concept of a well-known Korean bagel brand has sparked controversy as part of a broader pattern of copycat businesses imitating Korean brands.
The controversy comes after other Chinese retailers were described as imitators of Korea's leading health and beauty retailer, raising concerns about brand identity theft as Korean cultural content gains global prominence.
A university professor who advocates for Korean culture highlighted the issue on social media, alleging that the Shanghai store mimics the Korean bakery and noting its location opposite a historic site tied to Korea’s independence movement, which has troubled some Korean visitors.
Separately, a homegrown Korean brand known for its British-themed interior has expanded to several locations nationwide, and critics say a Shanghai retailer copied nearly every aspect of its concept, including interior design, the menu and packaging, with copies reported in Beijing and Suzhou as well.
The broader trend includes Chinese outlets operating under branding and imagery similar to Korean retailers, such as stores in multiple cities that reuse lime-green branding and play K-pop music, potentially misleading consumers into thinking they are visiting legitimate Korean retailers.
The critic called for stronger government-level action to protect intellectual property, arguing that corporate efforts alone are insufficient and urging coordination with local law enforcement to curb brand identity theft.
The report notes the issue reflects the rising global value of Korean cultural content and the ongoing challenge of protecting intellectual property across borders as brands expand internationally.