In front of an old tea house in Kyoto, Japan, a long line always forms. Tourists wait for a long time to buy just one small box of matcha. What people are seeking is not simply a matcha product. It is the trust and reputation that the small city of 'Uji' in southern Kyoto has built up over a long period.
Today, in the global market, a regional name is no longer just a place name. Like 'Kobe beef' or 'Gorgonzola cheese', a region's history, production methods, producers' efforts, and consumers' experiences accumulate to function as a single brand asset.
Our country is no exception. 'Boseong green tea', 'Gwangyang bulgogi', and 'Imsil cheese' are regional brands that have built consumer trust over a long period. Recently, it has become a natural scene for foreign tourists to visit local cities to experience regional foods and specialties. The reputation of a region leads tourism and consumption, creating a virtuous cycle that flows back into regional economic vitality.
The value of a regional brand ultimately stems from consumer trust. However, trust is not maintained on its own. It takes a long time for a single regional name to establish itself as a brand, but it can be shaken in an instant.
The phrase 'Mushinbulrip' () from the Anyeon chapter of the Analects illustrates this well. It is an idiom meaning "Without faith and trust, nothing can stand." Even for a famous regional brand, it is only natural that its reputation and status cannot be maintained if it loses faith and trust.
As online transactions and non-face-to-face consumption have become daily routines, consumers find it difficult to directly verify the origin and authenticity of products, and cases of similar marks attempting to ride on a region's reputation are appearing frequently. If this situation continues, it is hard to guarantee that 'Mushinbulrip' will not occur for regional brands. This is why the Intellectual Property Office is promoting the introduction of the 'Geographical Indication Collective Mark Registration Mark'.
The goal is to allow consumers to more easily verify whether a product carries a Geographical Indication Collective Mark, thereby thickening the trust that regional brands have built up over a long period.
A region's name is a name of trust accumulated over a long time. Protecting trust goes beyond simply protecting specific items. When trust in a regional brand accumulates, its value can expand from production to related industries such as processing, tourism, and services.
If local specialties and regional assets containing the unique story and identity of a region are developed into new products and content, they can be expanded into various industries and services. This can lead to youth entrepreneurship and regional innovation, opening up greater possibilities toward the global market.
The government's national balanced development strategy also ultimately aims to grow a region's unique assets and strengths into growth drivers. Now, through the 'Geographical Indication Collective Mark Registration Mark', we aim to further elevate the faith and trust in local regional assets. We hope that the spirit of 'Yushingagilrip' (), meaning "When there is trust, a regional brand can also stand," rather than 'Mushinbulrip', will become the key to opening a bright future for regions.
in OPINION
