Hyundai Motor and Samsung Remain in Russia with Trademarks Intact: "For Brand Protection"
It has been found that South Korean companies, which have withdrawn from or scaled down their operations in the Russian market following the Russia-Ukraine war, are continuing to maintain their trademarks locally. Analysts point out that this move is not so much an indication of imminent business resumption, but rather a measure to protect brand value and prevent trademark infringement.
According to TASS News Agency on the 14th (local time), Hyundai Motor recently registered two new automobile-related trademarks with the Russian authorities. The trademarks registered are 'Elantra' and 'Hyundai Mighty,' and they apply to vehicles such as trucks, passenger cars, vans, buses, as well as engines, parts, and accessories. These trademarks were registered in mid-May and will expire in July 2034.
TASS has recently reported on the trends of global brands such as McDonald's, Jaguar, Netflix, Apple, Nike, Toyota, Coca-Cola, H&M, and Louis Vuitton registering or renewing their trademarks in Russia. Among Korean companies, Samsung Electronics filed applications for 12 trademarks related to TV and audio systems this March. It was also reported this month that LG Electronics filed applications for 11 trademarks related to TVs and artificial intelligence (AI).
Even if companies do not fully resume business in the Russian market, their efforts to maintain trademark rights are seen as a move to protect their established brands. In fact, Hyundai Motor decided in February not to exercise the 'buyback' option for the St. Petersburg plant, which it sold to a Russian company in December 2023. However, the company has announced plans to strengthen customer management in order to minimize damage to its brand image.
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Yuri Zubov, head of the Russian Patent Office, also mentioned in an interview with TASS in September last year that "copyright holders are interested in maintaining the reputation of their brands even if the Russian market is temporarily closed," and indicated that these measures are likely aimed at preventing counterfeiting and misappropriation of names.
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