SEOUL – Samyang Foods has won domestic trademark rights to “Buldak”, the name of its flagship noodle brand once considered too generic for exclusive ownership, handing the firm a stronger legal footing as it fights an expanding field of copycat products overseas.South Korea’s Ministry of Intellectual Property approved registrations on June 16 for the English-language “Buldak” and its Korean-language equivalent after a 30-day objection period passed without challenge. The registration covers “Buldak” in English for noodles and sauces, while the Korean-language mark applies only to noodle products.The approval caps a yearslong struggle that began in 2008, when Samyang first failed to secure trademark protection for “Buldak” – Korean for “fire chicken” – after authorities determined that the word was a common descriptor that could not be owned by a single company. A similar application filed in 2023 also fell short.Behind Samyang’s renewed push is a shift in how consumers see the term itself.In the years since Samyang introduced its fiery noodles, the name has drifted from a generic category label towards a brand identity. As the association deepens, the name only grows more appealing to imitators.In January, Samyang Foods Chair Kim Jung-soo said during a government economic forum that the company was facing trademark disputes in 27 countries despite holding registrations in 88 markets, highlighting the challenges of protecting Korean brands abroad.Look-alike products have surfaced in markets ranging from China and South-east Asia to the Middle East and Eastern Europe, often displaying the word “Buldak” despite having no affiliation with the Korean food maker.The registration is expected to support broader intellectual-property enforcement, including anti-counterfeiting efforts at online marketplaces and customs checkpoints, as well as opposition to unauthorised trademark registrations abroad.“Securing the trademark is ultimately about enhancing the global competitiveness of the Samyang brand,” a company official said. “We will continue investing in marketing and brand development to reinforce its position as a global brand.” THE KOREA HERALD/ASIA NEWS NETWORK