K-brand IP protection MoU signed with Shopee

Intellectual property (IP) infringement issues have grown in tandem with the global e-commerce market, which expanded in value from US$2.9 T in 2018 to US$5.8 T in 2023, an average annual growth rate of 14.6%. According to the World Intellectual Property Organisation (WIPO), intellectual property infringement cases through e-commerce increased approximately 2.5x in 2023 compared to 2018. The Asian and Latin American regions showed the highest proportion of counterfeit product distribution. Korean products have become major targets due to their brand value and scarcity. 

The Korea Intellectual Property Protection Agency (KOIPA) has been particularly concerned. According to an Organisation for Economic Co-operation and Development (OECD) report, the scale of counterfeit products infringing Korean companies' IP rights reached approximately US$9.7 B globally as of 2021, equivalent to 1.5% of Korea's total exports. This resulted in Korean companies losing sales of US$6.1 B, and the loss of 13,855 manufacturing jobs. 

This has led to work with major e-commerce platforms like Shopee as they play a crucial role in strengthening K-brand protection. KOIPA's Director Kim Yong-seon recently announced that a memorandum of understanding (MOU) at Shopee's Singapore headquarters on June 24. Building upon the original MOU signed in 2020, this renewed agreement encompasses significantly expanded cooperation to protect Korean brands and sellers in the region, including offline enforcement linkages for fundamental solutions to counterfeit product distribution. 

The MOU consists of three major cooperation areas: 

Strengthening the response system for intellectual property infringement of Korean brands

Shopee will collaborate with KOIPA to provide easy access for monitoring and reporting of suspected IP infringements involving Korean brands, in accordance with agreed protocols.

Offline enforcement collaboration to block counterfeit product distribution 

To overcome the limitations of online anti-counterfeit enforcement and to strengthen efforts to prevent the distribution of counterfeit goods, both parties agree to explore and implement joint response measures when necessary.

Expand educational activities to raise awareness of intellectual property protection 

Both organisations plan to jointly conduct education and awareness-raising activities to improve intellectual property protection consciousness among both sellers and consumers. 

Kim emphasised: "We are pleased to establish a cooperation system for K-brand protection with Shopee, the leading e-commerce platform in Southeast Asia and Taiwan. We will actively support our companies' overseas expansion and export activities by expanding cooperation with other major global e-commerce platforms.”

“Shopee is proud to renew and strengthen our partnership with KOIPA to better safeguard Korean brands in our region,” said Ian Ho, VP at Shopee. 

“As e-commerce continues to grow, it is more important than ever to work closely with trusted partners like KOIPA to enhance IP enforcement and build a secure and trustworthy environment for all users.”

Source: Shopee. Changho Son, Director General of KOIPA (left) and Ian Ho, VP at Shopee (right) at the MoU signing on 24 June 2025 at Shopee Singapore. The MoU covers the strengthening of IP protection for Korean brands in Southeast Asia and Taiwan.

World noticing Suu Balm's skin-soothing properties

Singapore’s first clinically-proven rapid itch-relieving moisturising cream, Suu Balm, developed by the National Skin Centre (NSC), is the world’s first non-prescription, dual-solution cream to be made available in the consumer healthcare market.

The demand for rapid relief from dry, sensitive and irritated skin has made Suu Balm the recommended product of choice for over 40% of local dermatologists, its makers Good Pharma Dermatology say.

Source: Good Pharma Dermatology. Suu Balm.

With the support of International Enterprise Singapore (IE), and Intellectual Property Intermediary (IPI) Singapore, Suu Balm is making waves globally. Export sales are expected to reach 100,000 units in its first year.

Already available in Ireland, mainland China, Thailand, Mongolia and the Philippines, further expansion is planned for new markets including Australia, Malaysia, Hong Kong and Vietnam by the end of 2016. In Singapore alone, the brand has sold over 50,000 units and has seen 130% sales uplift in nine months.

“People have an appetite for innovation that cuts across all industries, and the healthcare industry is no exception. Suu Balm has been formulated as a very light, non-greasy moisturiser, suitable for those with dry, itchy sensitive skin in tropical Asian climates,” said Good Pharma Dermatology Co-Founder, Dr John O’Shea.

“It was developed to address an unmet treatment need, and Suu Balm’s very rapid itch-relieving properties encourage people with dry skin conditions to moisturise more frequently. Suu Balm has become the go-to choice for doctors and dermatologists in Singapore, and we’re thrilled to see a similar uptake elsewhere in other markets whereSuu Balm is now available thanks to the incredible support we’ve received as a small and medium sized enterprise (SME) from IPI, Spring and IE.”

Suu Balm was formulated by a National Skin Centre consultant, Dr Tey Hong Liang, in partnership with Good Pharma Dermatology.

Interested?

Suu Balm is currently available in a 75ml tube at S$19.90, and in a 350ml tube at S$49.90 in pharmacies located in eight of Singapore’s largest hospitals, Watsons and NTUC FairPrice outlets. It can also be purchased online at the Suu Balm website

Mens sana in corpore sano - a healthy mind in a healthy body #suubalm #rapiditchrelief

A photo posted by Suu Balm (@suubalmsg) on Jun 11, 2016 at 8:06am PDT

Hashtags: #suubalm, #rapiditchrelief

posted from Bloggeroid