Temu partners with Korea's IP protection agency to fight counterfeits

Temu will speed up enforcement against IP violations.

Temu has signed a partnership with the Korea Overseas Intellectual Property Protection Association (KOIPA) to strengthen intellectual property (IP) protection for Korean brands and combat counterfeit products on its platform.

Under the agreement, Temu and KOIPA will establish a dedicated communication channel to enable faster action against IP infringement affecting Korean brands.

Temu will leverage its proprietary detection technology and global review teams to identify and remove infringing listings, while KOIPA will verify the authenticity and ownership of IP rights for K-brand products.

The partnership comes as more Korean brands expand their presence on international e-commerce platforms, increasing the need for stronger cross-border IP enforcement. KOIPA, which supports the Ministry of Intellectual Property, will also assist Korean businesses in utilising Temu's IP protection tools.

"This agreement marks the starting point for practical cooperation to block K-brand counterfeit goods," said Shin Sang-gon, president of KOIPA. "Through our work with Temu, KOIPA will act against counterfeit Korean-brand goods on online platforms at home and abroad, and support the protection of intellectual property rights across markets."

The agreement builds on Temu's existing anti-counterfeiting initiatives. The company's Brand Guardian Initiative, launched in April 2024, provides brands with protection tools, integration into Temu's enforcement systems, and dedicated support, including for brands that do not sell on the platform.

Temu also offers IP compliance training through its Seller Education Center.

Moreover, the company has also introduced a consumer awareness feature across all of its operating markets. When users search for counterfeit-related terms such as "fake," "counterfeit," or "dupe," the platform returns no product results and instead displays educational messages discouraging counterfeit purchases.

Temu said the feature had blocked more than 200 million counterfeit-related keyword searches globally as of May 2026.