South Korea is launching a new "K-brand" authentication system to help consumers identify genuine products, according to President Lee Jae Myung on Wednesday, October 7. This initiative aims to safeguard the nation's growing cultural influence, which has been significantly bolstered by K-pop groups like BTS and popular media such as the Netflix series "Squid Game." Last year, the cultural export value reached a record USD 14.9 billion, surpassing the country’s computer and home appliance sales.
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Additionally, the demand for K-food and K-beauty products has led to record export figures of USD 12.4 billion in agricultural and fisheries products and USD 11.4 billion in cosmetics. With the new "K-Brand Government Certification System," consumers can verify product authenticity by scanning a QR code attached to items, as announced by President Lee.
He emphasized the importance of Korean brands in global markets, stating, "From K-beauty and K-food to K-fashion, Korean brands are rapidly becoming part of the everyday lives of people around the world." Lee noted that as these brands gain popularity, the issue of counterfeit goods is becoming increasingly problematic for Korean companies. "The government will respond swiftly to counterfeit products overseas," he declared, pledging support for local businesses in this fight.
Currently, 31 companies, including Samyang Foods, known for its Buldak spicy chicken ramen, and Amorepacific, the largest cosmetics company in South Korea, have already joined the certification program. According to a 2024 OECD report, the global market for counterfeit "K-brand" products was estimated to be around 11 trillion won (USD 8.2 billion). The rising global interest in Korean culture has also led to a record 18.94 million foreign tourist arrivals in South Korea last year.