“Copied everything from the sign to the packaging” ... ‘HANJUNGSUN’ opens in Shanghai, China, only to turn out to be a knockoff

[Financial News] A knockoff store modeled on HANJUNGSUN, a glutinous rice cake brand that has recently become highly popular with Millennials and Gen Z in South Korea as well as foreign visitors to the country, is operating in China, sparking controversy.
On the 12th, Professor Seo Kyoung-duk of Sungshin Women’s University claimed in a post on his social media account (SNS), “China has stolen HANJUNGSUN, a brand specializing in handmade glutinous rice cakes with fresh fruit, too.” He added, “After checking tips from internet users, I found that a HANJUNGSUN store had opened in Shanghai, China, and was operating openly despite having no connection to the company’s headquarters.”
HANJUNGSUN is a brand that has won widespread affection for giving glutinous rice cakes a modern twist, including by pairing them with fresh fruit. It began in Seongsu-dong’s cafe district and gained word-of-mouth popularity through social media. It has become a hot spot among Millennials and Gen Z and foreign visitors, with stores frequented by many foreign visitors, such as Seoul Station, drawing unusual scenes of people waiting in line for nearly an hour to buy and eat the treats.
The photos Professor Seo attached showed the menu and product images from the “fake HANJUNGSUN” store operating in Shanghai. Seo pointed out, “It is no exaggeration to say they copied everything, from the business name and interior to the product packaging and the way items are displayed.” He added, “It is a classic ploy to lure consumers by putting South Korean brands whose standing has risen in global markets front and center.”
HANJUNGSUN is not the first case involving a Chinese company accused of passing off a knockoff. Earlier this year, a store modeled on Olive Young called “Only Young” (ONLY YOUNG) opened in Changsha, Hunan Province, China. A bakery called “New York Bagelers Museum” that opened in downtown Shanghai has also drawn controversy for resembling the famous South Korean business London Bagel Museum.
Professor Seo emphasized, “Since there are limits to what the companies concerned can do on their own, the government needs to strengthen cooperation on intellectual property protection and urgently coordinate with local law enforcement agencies.”
[email protected] Kim Hee-sun Reporter