The Korean Intellectual Property Office (KIPO) recently raised concerns over Indonesia's popular instant noodle brand Indomie’s latest product, “Korean Ramyeon,” which features the globally acclaimed K-pop group NewJeans as its brand ambassador. KIPO expressed apprehension that the product’s branding might mislead Indonesian consumers into thinking the noodles are a Korean-made product, largely due to the association with a prominent Korean group and the choice of Korean language on the packaging.

This issue gained traction following a complaint submitted by a Korean netizen who filed a public petition, claiming that the “Korean Ramyeon” name could infringe on Korea’s cultural reputation and intellectual property. As the product gained visibility, KIPO took action, pointing out the potential risks associated with foreign companies using Korean language and cultural elements in ways that might confuse international consumers.

Indomie, Indonesia’s largest and most recognized noodle brand, launched “Korean Ramyeon” on October 31 with three distinct flavor offerings, endorsed by NewJeans. The partnership capitalized on NewJeans’ appeal among younger audiences and K-pop fans in Indonesia, with promotional content featuring the group members generating over 6 million views on Instagram within two weeks of release. In one advertisement, NewJeans members hold the “Korean Ramyeon” package, exclaiming, “It’s so delicious!” in Korean, a message that could lead audiences to assume that the product is authentically Korean.

KIPO’s primary concern centers on the potential for “Korean Ramyeon” to be mistaken as a product made in Korea, given that its packaging prominently displays the product’s name in Korean characters, using the specific Korean word “Ramyeon” rather than the Japanese “Ramen.” This, combined with NewJeans’ endorsement and Korean language in advertisements, heightens the likelihood of consumer confusion, KIPO noted.

“It is not unusual for foreign companies to register Korean-language trademarks, just as Korean companies use English branding,” KIPO stated, “but in this case, the risk of misrepresentation is higher due to the association with a major K-pop act and the use of Korean language.” The organization also stated that “Korean Ramyeon” has yet to be confirmed as an officially registered trademark with Indonesia’s Intellectual Property Office, which could have legal implications if Korean authorities pursue action.

Indomie’s collaboration with NewJeans underscores the increasing influence of Korean pop culture in global marketing strategies. The use of Korean language and symbols for international products is part of a growing trend; however, KIPO has stressed that products should avoid misleading branding that could imply Korean authenticity when it may not be present.

Experts believe that this issue could also signal the need for clearer guidelines on cultural and brand identity usage in product marketing to prevent potential cultural misunderstandings. Given the rise of K-pop’s global presence, international brands increasingly seek partnerships with Korean artists, but this comes with a responsibility to represent Korean culture accurately and sensitively.

In response to mounting concerns, the Korean government has stated that it plans to bring up the issue in future discussions with Indonesian authorities. The goal is to reach a balanced solution that respects Korea's cultural identity while considering Indonesia’s interests in the thriving instant noodle market.

Sayart / Nao Yim, yimnao@naver.com