Virtual world platforms have created opportunities for brand owners and led to changes to the Trademark Act in South Korea, reports Min Son of Hanol IP & Law
In the wake of the outbreak of the COVID pandemic, there has been a substantial shift from the real world to the metaverse in the way trademarks are used. South Korea, an IT leader and content/design powerhouse, is one of the countries where trademarks are being very actively used in the virtual world.
For example, drawing great attention from the public, luxury brand Gucci opened Gucci Villa on Zepeto, a metaverse platform provided by the South Korean internet portal Naver. Many other famous brands such as Nike, MLB, and DKNY have also opened virtual shops on this platform.
Such platforms are not limited to fashion brands; Samsung Electronics is running a virtual booth called MyHouse for users to experience its various home appliances, and Hyundai Motor’s virtual Motostudio allows users to test-drive its new hybrid cars in Zepeto. Read more