Most South Koreans don’t claim refunds on fake purchases, study finds

Counterfeit items — Bags were the most common counterfeit item purchased intentionally (38.8 per cent). (Source: Yonhap)

By Ashley Song August 20, 2025

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More than half of South Korean consumers who unknowingly purchase counterfeit goods online do not seek refunds, citing complicated procedures and small amounts of money at stake, according to a survey released Tuesday by the Korea Consumer Agency.

The survey, conducted among 1000 consumers across eight major platforms – including Naver Smart Store, Coupang, Gmarket, 11st, AliExpress, Temu, Naver Band and Instagram – found that 58.6 per cent of those who mistakenly bought fake products did not request a refund.

Among them, 60.4 per cent said the process was too complex or time-consuming, while others pointed to low purchase values or little perceived difference from authentic goods.

Bags were the most common counterfeit item purchased intentionally (38.8 per cent), while shoes topped the list of accidental purchases (43.8 per cent).

Many consumers who knowingly bought counterfeits showed little awareness of intellectual property concerns, with nearly half responding that they “did not know” or “did not feel” any problem.

When asked who bears responsibility, 45.4 per cent of respondents pointed to sellers, followed by online platforms (37.3 per cent) and consumers themselves (17.3 per cent).

The agency also analysed 1572 consumer complaints filed between 2022 and February 2025. Handbags accounted for the largest share at 21 per cent, followed by shoes, cosmetics, audio devices and apparel. Complaints often involved luxury brands, as well as Dyson hair dryers and Apple earphones.

Price comparisons further highlighted risks: On AliExpress and Temu, 72.5 per cent of sampled products sold for less than 20 per cent of official retail prices.

More than half of the items on Instagram and Naver Band displayed similar deep discounts, often with descriptions such as “mirror-grade leather” or “authentic-level”. Many sellers operated through private or external channels, making monitoring more difficult.

The agency criticised several platforms, including Naver Band, AliExpress, Coupang and Temu, for failing to provide clear guidance on reporting counterfeit goods, instead requiring case-by-case inquiries.

It urged authorities and companies to strengthen measures to block counterfeit sales, restrict use of misleading terms on social media, and improve transparency in reporting procedures.