Network Law Firm Names Displayed on Subway Stations in Busan, Daegu, and Daejeon
Local Lawyers Express Discomfort
‘Centum City (BEXCO·Law Firm Daeryun)’, ‘Beomeo (Law Firm Daeryun)’
The so-called ‘network law firms’ are actively promoting themselves by even purchasing subway station naming rights. Opinions are divided within the legal profession regarding this. It is an idea and attempt that goes beyond the usual promotional methods employed by existing law firms and legal offices. In regional legal markets, some criticize it as ‘aggressive marketing that further shrinks the position of small firms or individual lawyers,’ while others view it as ‘a creative advertising method that avoids various restrictions.’ As promotional and advertising forms diversify, there are also calls for discussions on related regulations.
Station name co-naming refers to the method of adding a corporate or institutional name as a secondary name after the existing subway station name. Once decided as a secondary name, it is displayed on signage such as platforms, entrances, and safety doors, and is also announced together during arrival announcements. It serves as a promotional tool that naturally exposes the company or institution’s name to citizens, thereby increasing brand recognition.
Law Firm Daeryun is the most active in subway station name advertising. Daeryun has focused on subway stations with high foot traffic in areas where it operates branch offices. It has been confirmed that the company name ‘Law Firm Daeryun’ is co-named at Busan Subway Centum City Station, Daegu Subway Beomeo Station, and Daejeon Subway City Hall Station. At Daejeon Subway City Hall Station, the station name is displayed on signage such as platforms, entrances, and safety doors as ‘City Hall (Law Firm Daeryun).’ Before arriving at the station, an announcement states, ‘This station is City Hall, Law Firm Daeryun.’ Similarly, at Busan Centum City Station and Daegu Beomeo Station, Daeryun’s name is co-named alongside the existing station names on signage inside and outside the stations. Besides Daeryun, a star law firm has also secured the right to co-name Daegu Banwoldang Station with its company name.
The rights to co-name stations are granted through bidding. The bidding and winning prices vary greatly depending on the subway station’s recognition, daily passenger volume, and location. For example, at Seoul Gangnam Station, which has an average daily passenger volume exceeding 100,000, ‘Haruf Plant Dental Clinic’ signed a contract last year for 1.11 billion KRW, setting a record high. For regional subway stations, the bidding announcement prices were found to be around 90 million to 110 million KRW.
Some express concern that network law firms are effectively increasing their dominance over regional legal markets by purchasing subway station naming rights. On the other hand, there is an opinion that as the number of lawyers increases, advertising types diversify, and new promotional methods involving shifts in thinking inevitably emerge.
A lawyer working in a local area said, “Such advertising does not violate or prohibit any laws,” but pointed out the financial gap by saying, “Most local lawyers cannot afford the huge advertising costs.” He added, “If such advertising spreads, it will inevitably damage business,” and “The market is being encroached upon by these (network) law firms’ advertisements, causing great concern about office operations.”
A lawyer in Seocho-dong, Seoul, said, “As the number of lawyers increases and market saturation continues, advertising forms seem to be diversifying,” and added, “Rather, I think detailed review and revision of related advertising regulations are necessary to build a transparent and healthy lawyer market.”
For the Legal Times’ request to hear Law Firm Daeryun’s position regarding station name co-naming advertising, Daeryun declined to comment, stating, “It is difficult to respond.”
Han Suhyun, Legal Times Reporter
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