The spread of Hangul styling from K-pop and K-food into global branding is reshaping store signs, labels, and logos. Used well, Hangul brand marketing can connect cultures and offer fresh design. But reporting found a growing wave of products that borrow Hangul looks to seem Korean when they are not, raising concerns about confusion and trust.
Early examples such as Café Loft’s consonant logo and Ondo Coffee’s transliterated name showed how Hangul can be an authentic design language, not just decoration. As coverage expanded, more cases appeared where foreign companies used Hangul labels to imply a Korean origin or connection that didn’t exist. Some snacks and beauty items presented Korean words and Seoul imagery while being made and marketed by non-Korean firms.
This pattern risks diluting the value built by genuine Korean brands. If consumers meet “copycat Hangul” on lower-quality products, the association that Hangul brand marketing once carried—craft, care, and reliability—can erode. The problem is compounded where origin labeling or manufacturing details are vague, making it hard for shoppers to distinguish real Korean brands from look-alikes.
Cultural exchange naturally involves borrowing, but this goes beyond homage. When a few Hangul letters on packaging substitute for substance, the identity behind the script fades. The core strength of K-aesthetics has been sincerity: products earned trust first, and design amplified that trust. If imitation outpaces integrity, Hangul risks becoming a cheap visual code rather than a meaningful cultural sign.
There is little systemic response today. Positive bias toward anything labeled “Korean” can lift sales even when origin is unclear, while consumer safeguards lag. The question is not who “owns” Hangul—its spirit has always been inclusive—but how to protect the values it represents from being distorted by superficial marketing.
Preserving originality will take clear labeling, informed purchasing, and community vigilance. Korean and Korean American business owners, designers, and shoppers can help by supporting brands that respect the language and by calling out misleading uses. Hangul’s global appeal grew from care and craft. Keeping that standard is the surest way to protect the trust behind the script.
By Hoonsik Woo
The author is a local news reporter for the Korea Daily.
