Shinsegae cedes claim to BTS brand after legal stoush

South Korean department store franchise Shinsegae has relinquished its claims to the K-pop boy band BTS brand name following a threat of legal action by the band’s representatives. 

“We renounce all trademark rights related to BTS,” read a statement from the firm released this week. “Shinsegae supports the activity of BTS, which leads the Korean wave.”

The band has struggled to claim ownership of the brand name since 2013 when it was discovered to have already been registered by Shinhan Corporation as part of a “Back to School” campaign. Shinsegae purchased the brand in 2018 for use in its various product ranges, including apparel.

Shinsegae’s trademark application for the BTS brand was rejected by the South Korean state patent office after the band’s management Big Hit Entertainment filed an objection on grounds of absurdity, given the band’s global popularity. Shinsegae initially appealed the decision.


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