Spot the fake: Korea launches pop-up crusade against counterfeit K-beauty brands

Seongsu-dong, a trendy neighborhood in eastern Seoul famed for its converted warehouses and hipster cafes, turned into an unlikely battleground against global intellectual property theft on Thursday.

Outside a flagship store for beauty giant Olive Young, government officials, consumer advocates and scholars gathered to launch a public campaign called K-Brand Guardian Angels.

As the global obsession with Korean pop culture — from K-pop and television dramas to skincare and cuisine — continues to skyrocket, so does an insidious shadow market.

Fake cushion compacts, knockoff serums and copycat store signs mimicking famous Korean brands have proliferated in overseas markets and online marketplaces.

To tackle the surge of counterfeit goods, the Korean Intellectual Property Office (KIPO) hosted an interactive pop-up event in the bustling shopping district.

The initiative aims to transform everyday consumers into front-line defenders of national trademarks.

Passersby were invited to test their skills at side-by-side exhibitions comparing genuine cosmetics with sophisticated fakes.

Visitors ...