Genesis cars wants to sell swag, but Genesis BBQ already owns trademarks
Massive fried chicken chain branded bb.q Chicken in Canada
Hyundai Motor is getting its wings in a flap and risking a serious ribbing in court. The company’s fight to use the Genesis brand name in the company’s home market is heating up and the company is looking to not get fried in its efforts to be able to use the Genesis name and badge on things like bags, wallets, sweaters, and other swag in South Korea.
The problem for Genesis (cars) which was launched in 2015, is that in South Korea someone is already using the name. Genesis BBQ is a major fried chicken chain in the country, a country that had, as of 2017, more than 36,000 fried chicken restaurants. Genesis (the chicken) has been around since 1995 and even operates in Canada under the bb.q Chicken brand with locations in BC, Alberta, and Ontario.
The Korea Herald reports that Hyundai could use the Genesis name for cars, because cars and BBQ don’t have much in the way of overlap. But every automaker worth its salt sells hats, sweaters, mugs, keyrings, and just about anything else they can slap their branding on, so Genesis (cars) wanted an expansion ending up in a land of confusion.
According to the report, the Korean Intellectual Property Tribunal has ruled in favour of Hyundai in most of the areas disputed, because the chicken chain hasn’t been using their branding in those market sectors. But Hyundai’s still banned from clothing items bearing a Genesis brand by the court’s invisible touch.
“We have Genesis trademark rights related to automobiles. But we are suing for trademark rights because we cannot make various souvenirs bearing the Genesis brand, which has not been used (by BBQ) for long,” said Hyundai Motor. We’ll keep you abreast of the situation. And now it’s time for lunch.