Team Reorganization and Trademark Registration... Hyundai Engineering & Construction Focuses on Apgujeong Reconstruction

by Choi Daeyul

Published 04 Mar.2025 09:38(KST)

Hyundai Construction recently announced on the 4th that it has established the Apgujeong Reconstruction Sales Team. This move is interpreted as an effort to strengthen on-site sales by expanding the temporary task force (TFT) formed in January last year into a regular organization to secure apartment maintenance projects in the Apgujeong area of Seoul.

Apgujeong Hyundai Apartments is a complex that the company began constructing in 1975. It is considered one of the most expensive residential areas in South Korea. Due to the housing market downturn, the construction industry is selectively approaching maintenance projects such as reconstruction and redevelopment, but Hyundai Construction shows strong determination to win orders for the Apgujeong area, where reconstruction is underway.

There is also a movement to trademark the names of apartment complexes in the area. According to data from the patent information network KIPRIS, Hyundai Construction applied last month for trademarks combining Hangul and Hanja such as ‘Apgujeong Hyundai’, ‘Apgujeong 現代’, ‘Apgujeong Hyundai Apartment’, and ‘Apgujeong 現代 Apartment’. It is rare for a construction company to apply for trademarks of apartment complex names that have been completed for several decades.

Apgujeong Hyundai Apartment / Photo by Hyunmin Kim kimhyun81@

A company official explained, "'Apgujeong Hyundai' is a representative complex of South Korea with a long history and symbolism of Hyundai Construction, and the trademark application is a measure to establish a stable brand identity in the future through brand management and protection."

Industry insiders expect that a bidding announcement for the selection of the construction company for Apgujeong District 2 will be made in June. This is anticipated to mark the official start of reconstruction projects in the Apgujeong area. While some foresee fierce competition among major construction companies boasting high-end brand apartments, others predict a slight slowdown due to the recent widespread sense of crisis across the industry.