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South Korea has unveiled a new authentication system known as the "K-Brand Government Certification System" to combat the surge in counterfeit products flooding the market. The initiative, spearheaded by President Lee Jae Myung, aims to safeguard the nation's rapidly expanding cultural exports, including K-pop, K-dramas, and K-beauty items.

With content exports reaching a record US$14.9 billion last year, overtaking the sales of computers and home appliances, the "Korean Wave," or Hallyu, has gained unprecedented traction globally. Consequently, the popularity of K-food and K-beauty products has also surged, with agricultural and fisheries exports hitting a record US$12.4 billion and cosmetics exports soaring to US$11.4 billion.

Under the new K-Brand system, consumers can now verify a product's authenticity by scanning a QR code attached to it using their mobile phones. The government pledges a swift response to counterfeit products overseas, no longer leaving Korean companies to combat the issue alone.

Thirty-one companies, comprising prominent brands like Samyang Foods, the creator of the Buldak spicy chicken ramen, and Amorepacific, South Korea's leading cosmetics company, have already joined the scheme. According to OECD data from 2024, the global market for counterfeit "K-brand" products amounted to approximately ₩11 trillion (US$8.2 billion).

The influx of global interest in all things Korean has also boosted tourism, with foreign visitors numbering a record 18.94 million in the previous year.