IP-focused firm Cho & Partners was established in 2002 by partners Tae-Yeon Cho and Ik Hyun Seo. It is widely recognised in the market for its high-quality representation, particularly in trademark litigation matters. Although the firm, led by the two partners, is not large in size, it punches above its weight with a stellar roster of multinational and domestic clients across a broad spectrum of sectors. The firm has a diverse offering in all aspects of IP, from trademark and patent prosecution to anti-counterfeiting and copyright matters. It has recently been active in domain name disputes, with Cho acting as outside counsel for the Internet Address Domain Name Dispute Resolution Committee. Seo is a panellist for the World Intellectual Property Organization.
Work highlights
Represented French luxury fashion house Louis Vuitton in a civil action against Korean entities that organised an exhibition featuring works from an artist who uses logos of world-famous companies in his works, as among the works displayed at the exhibition were ones using modified versions of Louis Vuitton’s logo. This particular case presents an intriguing matter pertaining to the definition of protected art and the boundaries of fair use, which remains untested within the Korean judicial system.
Represented Louis Vuitton in a landmark lawsuit against a Korean business over ‘upcycling’ practices, challenging the first sale doctrine's application to transformed luxury goods. The case, filed in February 2022, resulted in a favourable district court decision for Louis Vuitton in October 2023, with an ongoing appeal at the Seoul High Court, drawing significant attention from major brands as the first case of its kind in Korea.
Represented Crocs in comprehensive trademark enforcement actions, including customs interventions, cease-and-desist programmes, online takedowns, and disputes before various Korean legal and regulatory bodies, with a particular focus on protecting the ‘Jibbitz’ mark from genericization through a robust enforcement programme.
Key clients
Apple, Burberry, Intel
