[Valuable Intellectual Property] The Company Behind 'Chainpyo Bed' and Its Secret to Global Expansion

⑩KIPO 'IP-Based Overseas Expansion Support'
Strengthening Brand Competitiveness and Establishing IP Strategies
Helping Local SMEs Enter the Global Stage
"Overcoming Domestic Market Challenges and Fostering Regional Strong SMEs"

3H's Acupressure Bed

[Asia Economy Reporter Kim Bo-kyung] Medical device specialist '3H' has created the world's first bed that provides acupressure massage along the spine. The company is famous for its so-called 'Cha In-pyo Bed,' named after actor Cha In-pyo, who serves as its advertising model. To make a full-scale entry into the Chinese market, the company attempted to register its trademark locally. However, the application was rejected due to the existence of a Chinese company with the same name.

To find a breakthrough, 3H participated in the Intellectual Property (IP)-based overseas expansion support program (formerly the Global IP Star Company program) by the Korean Intellectual Property Office in 2021. The result was a new brand called 'Obokhan (歐博?)', which is designed to appeal to Chinese consumers. Depending on how it is read, it conveys meanings such as 'a Korean healthcare company embodying five blessings' or 'a brand from Korea full of hope.'

To secure product competitiveness overseas, 3H received support for a total of 44 IP applications over two years, including trademark rights, patent rights, and design rights. The company is now expanding its export markets to more than 15 countries, including Taiwan, Hong Kong, Vietnam, and Malaysia. The government support received so far amounts to approximately 130 million KRW, with the company contributing about 70 million KRW in cash and in-kind payments. This year, 3H plans to participate in the program again to explore ways to prevent IP disputes abroad. Last year, 3H's sales reached 85 billion KRW, a 77% increase compared to the previous year, and the number of employees grew by 26% during the same period. The company aspires to establish itself as a leading small and medium-sized enterprise in Daegu, driving exports and employment by integrating advanced technology into the healthcare sector.

KPT is a bio-material company located in the Osong Life Science Complex in Cheongju. It gained attention for developing the world's first 'emulsion pearl' technology, which encapsulates cosmetic ingredients in small spherical capsules resembling pearl ice cream. KPT also participated in the IP-based overseas expansion support program for three years starting in 2020. As a result, it was able to evolve from a cosmetic ingredient specialist to a finished product manufacturer. The company developed its own brand, 'Lon.G.' Over three years, it received comprehensive support for brand marketing targeting global markets such as Europe, North America, and China, as well as product and packaging design and securing various IP rights. Compared to 2019 before joining the program, sales in 2022 increased by 90% (from 13.1 billion KRW to 25 billion KRW), and employment rose by 52% (from 58 to 88 employees).

Since 2017, the Korean Intellectual Property Office has been discovering promising small and medium-sized enterprises with high export potential in key regions and providing customized IP support services. The goal is to nurture companies with excellent technology but facing difficulties in overseas expansion into global IP star companies. The program assists companies for up to three years in developing or renewing brands targeting overseas markets and establishing IP strategies including patents, trademarks, and designs. Companies are required to cover about 40% of the total project cost. Last year, 1,347 companies applied through 17 regional knowledge centers nationwide, resulting in a competition rate of 4 to 1.

Companies that have participated in the program have shown remarkable improvements in performance. According to data from the Korean Intellectual Property Office, the average sales and export growth rates over three years from 2018 to 2020 were 11.4% and 21.5%, respectively. An official from the Korean Intellectual Property Office stated, "For small and medium-sized enterprises to achieve sustainable growth, they must overcome the limitations of the domestic market and pioneer overseas markets by strengthening technology competitiveness centered on intellectual property rights." The Korean Intellectual Property Office is currently recruiting companies to participate in this year's program until the 15th of this month.