The Korea Franchise Industry Association has demanded corrective action from CJ CheilJedang, alleging that some products under its frozen chicken brand Sobaba resemble signature menu items from major chicken franchises, including BHC's Bburinkle.
CJ CheilJedang countered that adapting popular restaurant dishes for home consumption is a common product development practice in the food industry. It said the products were launched only after legal reviews ruled out risks such as trademark infringement.
The association said Thursday that controversy had arisen over CJ CheilJedang products allegedly resembling signature offerings from BHC, BBQ and Kyochon Chicken.
The products in question include Bburizzleing, Golden Holic, Jamaica Chicken, Jamaica Style Chicken, Crispy Spicy Pepper Chicken, Soy Honey Boneless Chicken and Maso Kick Boneless Chicken.
The association claimed these products evoke BHC's Bburinkle, BBQ's Golden Olive Chicken and Jamaica Whole Leg Roast, Kyochon's Honey series and Goobne's Gochu Basasak.
"These menu items are valuable assets that companies have spent years developing into popular dishes amid fierce competition and challenging business conditions," the association said. "The move could be seen as an attempt to free-ride on the brand recognition and consumer trust that relatively small and midsize restaurant businesses have built through years of investment, in order to reap commercial benefits easily."
It added that consumers would be reminded of the original franchise menu items when purchasing the similar products, potentially leading to immediate sales declines for franchise operators.
The association called on CJ CheilJedang to immediately stop using the disputed product names and suspend related labeling and advertising. It also urged the company to take meaningful corrective measures to address concerns over consumer confusion and unfair brand association.
The group also asked the government to consider revising relevant laws, including the Unfair Competition Prevention Act and Trademark Act, to prevent similar disputes and protect legitimate business achievements and consumers' ability to make informed choices.
CJ CheilJedang argued that developing products that allow consumers to enjoy restaurant-style dishes conveniently at home is standard practice in the food industry.
"Chicken franchises and processed food products operate in different markets in terms of major sales channels and purchasing and consumption patterns. Sobaba was developed to meet demand for convenient home cooking," a company official said.
The official added that the products allow consumers to enjoy familiar flavors proven popular in restaurants at reasonable prices and with greater convenience, without encroaching on the delivery market served by restaurant franchises.
Regarding the trademark controversy, the company said it launches products only after following its internal naming process and conducting preliminary legal reviews to eliminate risks such as trademark infringement.
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