Hyundai E&C: "Apgujeong Hyundai" Trademark Can Be Utilized by Association After Registration

Hyundai Engineering & Construction announced on May 12 that it recently received a notification of opinion submission from the Korean Intellectual Property Office, requesting amendments regarding trademark registrations currently under review, including "Apgujeong Hyundai Apartment."

During the redevelopment process of Apgujeong Hyundai Apartment, considered one of the most affluent residential complexes in Seoul's Gangnam area, the company adopted a strategy to maintain its traditional legacy. However, a third party argued that the trademark registration was inappropriate due to its similarity to existing registered trademarks. In response, Hyundai Engineering & Construction has retained a major law firm to address the issue.

Apartment complexes in Apgujeong area of Seoul, including Hyundai Apartment. Photo by Yonhap News

A company representative explained, "The notification of opinion submission is a procedure to supplement opinions and materials when additional information is needed during the review process," adding, "It is a key element to enhance the quality of trademark or patent applications."

Previously, in February, the company applied for trademarks such as "Apgujeong Hyundai," "Apgujeong Hyeondae," and "Apgujeong Hyeondae Apartment." As these are symbolic residential complexes with a longstanding legacy, the company intends to emphasize to association members that it will continue the neighborhood's history and assets even after the new apartments are built following the redevelopment.

The company stated that it is also considering ways for the association to utilize the rights as soon as the trademark registration process is complete. It also pledged to respond strictly to any unusual interventions that could damage the symbolic value of "Apgujeong Hyundai" or infringe upon the rights of residents.

The company added, "As the only company capable of carrying on the unchanging identity of 'Apgujeong Hyundai,' Hyundai Engineering & Construction will thoroughly uphold the legacy of its half-century history and usher in a new era for Apgujeong Hyundai."