"Why Is China Doing This?"... A "Counterfeit Han Jeongseon" Store Is Operating Openly in Shanghai

Olive Young and London Bagel Museum, now Han Jeongseon
Controversy over Chinese imitations of Korean brands continues

A “counterfeit store” that has copied the popular glutinous rice cake brand Han Jeongseon in its entirety is reportedly operating in China, sparking controversy.

Professor Seo Kyungduk of Sungshin Women’s University said on Facebook on November 12, “China has even stolen Han Jeongseon, a brand specializing in handmade fresh-fruit glutinous rice cakes.” He added, “After checking tips from internet users, I found that a store in Shanghai, China, with no connection to the company’s headquarters is openly operating.”

He continued, “It would not be an exaggeration to say that they copied everything, from the store name and interior to the product packaging and display methods.” He added, “I really don’t understand why China is doing this. The number of counterfeit businesses is growing by the day.”

Han Jeongseon is a dessert brand that has gained widespread popularity on social media for its glutinous rice cakes filled with fresh fruit and yogurt. Lines of customers have continued to form at major locations, including in Seongsu-dong, and a new term, “Tteokpeunrun” (a combination of “tteok,” meaning rice cake, and “open run,” referring to customers lining up before a store opens), has emerged.

A "counterfeit" Hanjeongseon store operating in Shanghai, China. Facebook page of Professor Seo Kyung-duk

Professor Seo criticized the appearance of copycat stores in China as an attempt to attract consumers by capitalizing on the rising recognition of Korean brands. He said, “As the value of Korean brands rises worldwide, this is a typical underhanded strategy to draw in consumers by pretending to be a store associated with Korea.” He added, “There are limits to what the companies involved can do on their own. Cooperation on intellectual property protection at the government level and coordination with local law enforcement appear urgently necessary.”

This is not the first time controversy has erupted over imitations of Korean brands in China. Earlier this year, a store called Only Young (ONLY YOUNG), modeled after South Korean health and beauty (H&B) retailer Olive Young, appeared in Changsha, Hunan Province, sparking controversy. Online users also pointed out that the bakery New York Bagelers Museum, which opened in central Shanghai, resembles the well-known South Korean bakery brand London Bagel Museum.

This content was produced with the assistance of AI translation services.