Why Are Photos of Park Bo-gum and IU Here?... 'Pokssak' Illegal Viewing and Unauthorized Use of Likeness Rights by China

Photos from 'Poksak Soksassuda' Used Without Permission at a Hebei Supermarket
Actors' Portrait Rights Freely Exploited After Illegal Viewing in China

There is controversy over the unauthorized use of the portrait rights of actors Park Bo-gum and IU, who appeared in the Netflix drama 'Poksak Soksassuda,' in China. As the drama gained immense popularity through illegal viewing in China, the production team even sent invitations to Zhangjiajie for the actors and staff.

'Poksak Soksassuda' Unauthorized Use of Photos of Park Bo-gum and IU by a Supermarket in Hebei Province, China. Professor Seo Kyung-duk Facebook

Professor Seo Kyung-deok of Sungshin Women's University stated on the 14th, "Netizens reported this to me," and revealed, "Recently, at a supermarket in Hebei Province, China, photos of Yang Gwan-sik (played by Park Bo-gum) and Oh Ae-soon (played by IU) from 'Poksak Soksassuda' were being used without permission in product advertisements."

They used a scene from the drama where Gwan-sik was selling cabbage on behalf of Ae-soon, adding the description "Selling cabbage," and freely exploited their portrait rights. Additionally, their portrait rights were used in various product sections with descriptions such as "Try making Ae-soon's pea rice" and "Is this croaker correct?"

Professor Seo pointed out, "This is a clear example of how, after illegally watching the drama in China, the actors' portrait rights are being used without permission."

He especially noted, "So far, China has been using the portrait rights of Hallyu stars appearing in K-content such as 'Squid Game' and 'The Glory' without authorization," adding, "Furthermore, they have been manufacturing and selling counterfeit goods related to K-content as part of their profit structure."

Professor Seo criticized that since Netflix is not officially available in China, the continuation of such acts openly admits that people are secretly watching the content in China. He urged, "It is now time for Chinese authorities to step in," and emphasized, "They must conduct focused crackdowns on illegal activities by their citizens and take measures to ensure that such incidents never happen again."