Marketing In North Korea (28)
Sealing the Brand: How Pyongyang Uses Trademarks to Prepare for Global Markets
Jeon Byung-kil
Senior Consultant of YESInnovation
former of Secretary General of UniKorea Foundation
International Trademark Registration
North Korea has been registering trademarks with the World Intellectual Property Organization (WIPO) every year—about 5 to 10 on average—to prepare for overseas business expansion and promote exports. It joined WIPO in 1974 and became a member of the Madrid Agreement in 1980. This membership allows North Korea to protect its trademarks in international trade.
As of 2023, North Korea has applied for or is waiting for final approval on 109 trademarks through WIPO.
Between 1998 and 2014, 39 trademarks were officially registered in WIPO’s Global Brand Database—about 2.3 per year. Two of these were simply the national flag and emblem, so they weren’t commercial brands. Three were trademarks related to the International Taekwon-Do Federation (ITF), which North Korea leads.
Most of the other brands from this time were for food products. A few were for manufactured goods, like “Pomhyanggi” (a cosmetics brand) and “Seorikkot” (a toothbrush brand), showing that North Korea was trying to prepare for exports in manufacturing as well.
After North Korea introduced the Socialist Enterprise Responsibility Management System in 2015, trademark applications increased sharply. From 2015 to May 2022, North Korea applied for 68 trademarks—about 9 per year.
That’s roughly four times the annual rate from 1998 to 2014, and these accounted for 63.6% of all North Korean trademarks filed with WIPO. This growth reflects the country’s efforts to encourage new product development and strengthen its foreign trade after the policy change.
After Kim Jong Un came to power, North Korea has registered a variety of international trademarks through the World Intellectual Property Organization (WIPO). Between 2012 and 2023, the registrations were:
• Food products – 39 trademarks
• Cosmetics – 7 trademarks
• Construction and agriculture – 6 trademarks
• Tourism – 5 trademarks
• Fashion – 5 trademarks
• Medicines – 3 trademarks
• Others – 13 trademarks
These numbers show that food products make up the largest share of North Korea’s international trademarks during this period.
Since 2015, most of North Korea’s newly registered brands have been for everyday consumer goods like food, school supplies, cosmetics, and shoes. But the range has expanded to other products too—such as buses, musical instruments, video equipment, plastic packaging, and building materials.
Some brands are linked to leisure and tourism, like “Kumgangsan International Travel Company” and “Masikryong” (a ski resort and hotel), suggesting a push to attract more international visitors. Building material brands like “Chollima” (tiles) and “Sangwon” (cement) seem aimed at competing in overseas construction markets. This shows that North Korea’s trademark registrations have broadened from mostly consumer goods to a variety of industries.
Under Article 9 of the Madrid Protocol, every international trademark must list the countries where the trademark will be protected. For North Korean trademarks, China appears almost every time on this list. Other frequent countries include Russia, Vietnam, and Mongolia—all of which have a socialist background.
The Connection Between Trade and International Trademarks
North Korea pays close attention to registering international trademarks because trademarks and trade are closely linked. A trademark is a key part of branding—it helps consumers recognize a product or service and connect it to a company’s reputation. In international trade, a trademark makes it easier for people to identify and choose a specific product or service.
First, a trademark shows where a product or service comes from and who made it. This is important in trade because a trademark often signals a certain quality and standard. When people see a familiar trademark, they trust that the product will be consistent.
Second, trademarks play a big role in spreading awareness and distributing products in global markets. A trademark tells consumers which company—or even which country—produced a product, which can build trust.
Third, a trademark is one of the most valuable types of intellectual property a business can own. Once it’s registered, the company has the exclusive right to use it, preventing others from copying or imitating it. Protecting trademarks helps keep competition fair and ensures that the original producer is recognized. In international trade, protecting intellectual property is becoming more and more important.
Finally, trademarks can be part of trade negotiations between countries. Rules about trademark rights and usage often come up when nations make trade agreements.
In short, trademarks matter in many areas of trade: branding, product identification, quality assurance, intellectual property protection, and international cooperation. They benefit both businesses and consumers in the global marketplace.
More Than Just a Logo — North Korea’s Trademark Strategy in a Global Context
When we think of trademarks, we often picture a simple logo or a catchy brand name. But in North Korea’s case, international trademark registration is far more than a matter of marketing—it’s a calculated move in economic strategy.
Over the past decade, the country has steadily expanded its trademark portfolio, shifting from a narrow focus on food products to a wider spectrum that includes cosmetics, construction materials, tourism services, and even transportation and cultural goods.
This evolution tells us two important things. First, North Korea is positioning itself for broader participation in global markets, even if its political and economic relationships remain limited. The emphasis on registering brands in countries like China, Russia, Vietnam, and Mongolia shows a targeted approach, building protection and recognition in friendly or ideologically aligned markets.
Second, the surge in registrations since the introduction of the Socialist Enterprise Responsibility Management System in 2015 reflects an internal policy shift—one that encourages product development and export-oriented thinking among domestic enterprises.
Trademarks are more than legal tools; they are trust signals in global commerce. They tell consumers not only what they are buying but also where it comes from and what quality they can expect.
For North Korea, protecting these signals through WIPO is a way to guard its intellectual property, maintain brand identity, and prepare for trade opportunities—even in a highly restricted international environment.
In the end, the story of North Korea’s trademarks is not just about products—it’s about image, access, and readiness. Whether these brands will ever achieve global commercial success is uncertain.
But the steady, deliberate growth in international trademark filings suggests that Pyongyang is playing a long game, one in which even the smallest brand name could become a key piece in its broader economic puzzle.