Thought It Was a Korean Company... Chinese 'Fake Daiso' Openly Uses 'KOREA' Label

'KOREA' Mark Displayed at Dubai and Abu Dhabi Stores
Seo Kyung-duk: "High Risk of Being Mistaken for a Korean Company"

It has come to light that "Mumuso," a Chinese household goods distributor, is using the "KR" label, which evokes associations with Korea, at major stores in key Middle Eastern cities. This has sparked controversy, as the company had previously been criticized for marketing tactics that led consumers to mistake it for a Korean brand, with renewed accusations that it is exploiting the image of the Korean Wave.

The "KR" sign displayed on the storefront of "Mumuso," a Chinese household goods distributor located in Dubai, United Arab Emirates. Photo by Seogyeongdeok Professor's Instagram

Professor Seo Kyung-duk of Sungshin Women's University stated on January 6 via his social media account, "Through reports from Koreans living in Dubai and Abu Dhabi, United Arab Emirates, I learned that the abbreviation 'KR' for 'KOREA' is being used on Mumuso store signs."

Professor Seo added, "As the value of Korean brands has risen globally, the word 'KOREA' is now openly displayed around the store signs."

Mumuso has previously caused controversy by using a brand name and design reminiscent of Korean brands. After related issues surfaced in 2019, the company appeared to remove the "KR" label for a period, but it seems to have recently resumed its use.

Professor Seo mentioned globally popular Korean cultural content such as "K-Pop Demon Hunters" and BLACKPINK Ros?'s "Apartment," and said, "With Korean-related content taking the world by storm, it appears that Mumuso has resumed using the 'KR' label."

There are particular concerns that if such labeling continues in a world-renowned tourist city like Dubai, local consumers and tourists may be led to believe that Mumuso is a Korean company.

Professor Seo emphasized, "It is unacceptable for a Chinese company to conduct business as if it were a Korean company by exploiting Korea's positive image," and stressed, "The government should closely monitor this issue and take action against Chinese companies that are misusing the Korean Wave."