Spread of ‘Fake K-Food’ Overseas – U.S. Correspondence by Jay Lee (150)

Proliferation of Imitation K-Food Worldwide… Damaging Trust in Korean Food

Declining Brand Image… Losing Price Competitiveness and Market Leadership

Need for Proactive Trademark Registration… Build Authenticity Verification Systems

△ Jay Lee, CEO of J&B Food Consulting

As K-Food continues to capture the taste buds of consumers worldwide, imitation K-Food is spreading rapidly in overseas markets. With the perception that Korean ramen, seaweed, tteokbokki, snacks, and yogurt sell well as long as they feature “Hangul” or the word “KOREA,” counterfeit products copying the design, brand, and product concept are flooding markets not only in China, Southeast Asia, and Latin America but also globally through platforms like Amazon.

These products may look similar to authentic Korean goods, but in many cases, the actual manufacturer has no connection to Korea, and the country of origin is unclear. In particular, as K-Food awareness grows overseas, consumers often cannot distinguish between genuine and fake products, leaving them exposed to cheap knock-offs. This issue is not limited to processed foods—many overseas “Korean” restaurants are actually run by non-Koreans, leading to a decline in quality.

Fake K-Food is more than just an ethical problem; it is a structural threat that undermines the credibility of the entire Korean food industry.

First, if imitation products are made with low-quality or substandard ingredients, consumer experience deteriorates, damaging the overall brand image of K-Food. Second, genuine Korean companies lose sales opportunities to counterfeit products in those countries, missing out on market leadership and falling behind in price competition. Third, intellectual property infringement deprives rightful owners of royalties and the ability to leverage brand assets.

To address this, several strategies should be considered.

When entering—or even planning to enter—foreign markets, it is essential to proactively register trademarks, design rights, product names, and domain names. Countries such as the United States, China, and major Southeast Asian nations follow a “first-to-file” system, where the party who registers first holds the legal rights. Even if a product name is in Korean, it can and should be registered locally in that language. In OEM exports, companies must sign brand licensing agreements with partners to prevent brand hijacking risks.

Establishing an authenticity verification system can also be effective.

Adding authenticity seals, QR codes, or NFC labeling systems can help consumers easily recognize genuine products. Beyond simply marking “Made in Korea,” attaching a product-specific QR code that allows smartphone verification can make it easier to distinguish real from fake. Partnering with overseas distributors to maintain verified local listings can further strengthen consumer trust.

Ultimately, the most unassailable competitive edge lies in “story and identity.” Beyond simply claiming “it’s delicious,” companies should consistently distribute content that communicates the traditions, fermentation culture, and roots of Korean cuisine—while integrating storytelling marketing linked with K-pop, dramas, and other Korean Wave content. This will encourage consumers to prefer and trust the original K-Food.

The rise of imitation K-Food is both a sign of K-Food’s global success and a test of authentic product strategies. It is time to go beyond just making good products and embrace comprehensive approaches that include international IP management, authenticity verification, and branding strategy.

For real K-Food to thrive in the global market over the long term, collaboration among Korean companies, government support, cooperation from local partners, and a strong foundation of consumer trust are all essential.

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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