The trademark battle surrounding JYP Entertainment‘s “SKZOO” merchandise, a collection of animal characters representing the members of the K-Pop group Stray Kids (SKZ), has concluded with a significant victory for the entertainment company. Initially, JYP had filed for trademark registration for “SKZOO” in March 2022. However, the application faced staunch opposition from the Korean Intellectual Property Office (KIPO), leading to a prolonged legal dispute.
In August 2022, KIPO rejected the application, stating that its primary concern stemmed from the potential confusion with SK Corporation, one of South Korea’s largest conglomerates, which holds trademarks for “SK.” The core argument revolved around the pronunciation of “SKZOO,” with KIPO asserting that it could be perceived as “SK-joo,” thus creating a similarity to SK Corporation’s established brand. This resulted in the rejection of the application across various product categories, including precious metals, accessories, stickers, photos, footwear, clothing, concert light sticks, and character dolls.
JYP Entertainment, however, contended that “SKZOO” was intended to be pronounced as “Seu-ki-zoo,” a distinct sound that wouldn’t infringe upon SK Corporation’s trademark. They argued that the name was a combination of “SKZ,” an abbreviation for Stray Kids, and “ZOO,” representing the animal characters, thus creating a unique concept and image.
The entertainment company’s initial appeal to the Intellectual Property Trial and Appeal Board (IPTAB) was dismissed, with the board siding with KIPO’s interpretation. The board reasoned that “SKZOO” was likely to evoke the “SK” mark, potentially causing consumer confusion and misidentification.
Undeterred, JYP Entertainment escalated the matter to the Patent Court, where they presented a compelling case. They argued that the appearance, pronunciation, and concept of “SKZOO” were clearly distinguishable from SK Corporation’s trademarks. Emphasizing the distinct overall impression and associated image of the marks, they asserted that consumers were unlikely to perceive them as originating from the same source.
In a significant ruling in November 2024, the Patent Court overturned the previous decisions, siding with JYP Entertainment. The court concluded that KIPO’s rejection was unlawful, recognizing the clear differentiation between the two trademarks. The court’s decision was heavily influenced by the widespread recognition of Stray Kids and their “SKZOO” merchandise, both domestically and internationally. The group’s significant global presence, evidenced by their music videos with over 100 million views and extensive media exposure, played a crucial role in establishing the distinct identity of “SKZOO.”
