Five Trademark Registration Applications Submitted in May 2023
Korean Intellectual Property Office: "Concerns About Causing Misunderstanding or Confusion"
It was belatedly confirmed that Theborn Korea, led by CEO Jongwon Baek, applied to register "Jangteo Plaza," located within Yesan Market in Chungnam, as a trademark but was rejected.
According to Yonhap News on the 16th, Theborn Korea submitted trademark registration applications to the Korean Intellectual Property Office in April 2023 for five trademarks, including three for "Jangteo Plaza" as well as "Jangteo Plaza Market Chinese Restaurant" and "Jangteo Plaza Market Dakbokkeum."
Theborn Korea attempted to register these trademarks at a time when Yesan Market was enjoying the so-called "Jongwon Baek effect." After signing a mutual agreement with Yesan County in 2018, Theborn Korea modernized the previously stagnant Yesan Market through the "Yesan-style Old Downtown Regional Coexistence Project." In particular, when the market was reopened, tables were placed at "Jangteo Plaza" in the center of the market so that visitors could eat food ordered from restaurants there. Yesan Market has become a leading example of revitalizing traditional markets through collaboration between Theborn Korea and the local government. From January to April 2023, the number of visitors to Yesan Market reached 680,000 over four months. In addition, on January 9, 2023, CEO Baek opened five stores in Yesan Market.
Jangteo Plaza trademarks that Theborn Korea applied for but were rejected. Korea Intellectual Property Office website
The Korean Intellectual Property Office received additional opinions from Theborn Korea regarding the trademark registration, but ultimately rejected the registration in December last year. In its decision of rejection, the office stated, "The 'Jangteo Plaza' submitted by Theborn Korea is identical or similar to Yesan Jangteo Plaza, which is widely known among domestic consumers or traders and is located at Yesan Market-gil, Yesan-eup, Yesan-gun, Chungnam." The office pointed out, "If this is used for the designated goods, there is a concern that it may cause misunderstanding or confusion about the source of the goods in the marketplace."
Merchants at Yesan Market, who learned of this only recently, expressed bewilderment. One market merchant told Yonhap News in a phone interview, "The attempt to register the trademark seems to be intended to create other traditional markets nationwide with a similar concept to Yesan Market and generate profit. I cannot understand how this was carried out without any consultation with the market merchants."
Meanwhile, on the 6th, CEO Baek announced that, except for the programs currently being filmed, he would suspend all broadcasting activities and focus on managing and growing Theborn Korea.
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