[Next Commerce recap] IP strategy for K-brands to thrive in the age of global e-commerce

K-brands have moved beyond potential to a clear presence in global markets. That growth is expected to accelerate in 2025, which calls for a more refined approach to marketing, operations and brand protection.

Together with Next Commerce, MarqVision put together eight sessions on “the era of global K-brands,” covering the insights K-brands need to expand globally, from consumer trends to marketing strategy and brand protection.

At the in-person seminar, leading K-brands such as Anua, Matin Kim and HiteJinro shared real know-how on global marketing and operations. In its session, “IP strategy for K-brands to thrive in the age of global e-commerce,” MarqVision shared insights on protecting brands amid fierce competition.

Part 1. The AI era: technology that makes imagination real, and a threat to brand growth

AI is changing everyday life. With a single prompt, you can now create ads, build websites and even direct films. Imagination is becoming reality.

But AI doesn’t only make people and companies more efficient. It’s also used maliciously. Bad actors use AI to create close variations of companies’ product images, or to build impersonator accounts and websites nearly identical to the real brand to reach consumers.

Counterfeits used to travel through a limited number of channels. Now AI brings in social media, chatbots, fake websites and more, so a more sophisticated response is urgently needed.

Part 2. IP problems in real cases, and brand protection tips you can try

Have IP threats really grown that much? According to MarqVision’s data, IP infringement detections rose sharply from 15.53 million in 2023 to 20.71 million in 2024. By May 2025, detections were already close to the total for all of 2023. The threat is growing fast.

Consumer harm was most pronounced in fashion, beauty and software, and brand impersonation now threatens the financial sector too.

The main types of damage:

• Impersonation using company or brand names in website URLs

• Counterfeits and gray-market (unauthorized) sales on e-commerce platforms

• Damage once concentrated in China and Southeast Asia now spreading to the US, Canada, Germany and beyond

How are consumers exposed to IP threats actually affected? And how much damage do companies suffer? MarqVision quantified how counterfeits affect US consumers’ perception of brands, underscoring the importance of a response strategy.

The session also offered insights on the fast-growing gray market, pointing to a new direction for brand protection.

For more details, see our webinar recap post.

Part 3. Responding to IP threats, from A to Z

Surging IP threats are putting brands’ growth and operations at serious risk. So how should brands respond?

MarqVision’s session introduced strategies you can actually apply:

• Secure IP rights early: The key is building a systematic IP portfolio that protects the elements of your brand identity, including trademarks, design rights and patents.

Want a real example? See MSCHF’s success story.

• Build a monitoring process: Set up a system to regularly search key sales channels for keywords commonly used in counterfeit and gray-market listings, and to respond quickly. Fast response is the best way to protect your products and revenue.

• Run a consumer reporting campaign: Encourage consumers to report suspicious sales links directly to the brand to prevent harm in advance. It protects consumers and strengthens their trust.

​Want to run a campaign? Start with MarqVision’s No More Fake campaign. You can sign up easily here.

The seminar was more than an information session. It was a chance to think hard about how K-brands can protect their products, preserve brand value and keep consumers’ trust in global markets.

​Find more insights and the slides here. Start preparing for your brand’s next stage of growth.

Start your e-commerce growth strategy with MarqVision

The data presented at the seminar comes from real cases detected and handled through MarqVision by more than 300 global companies. From counterfeits to gray-market sales and brand impersonation, you can now tackle them together on one platform.

Respond efficiently to the IP threats your brand faces in a changing online market. Minimize lost revenue and strengthen consumer trust with MarqVision. Book a free consultation now, and we’ll propose a protection strategy tailored to your brand.