Major Chinese e-commerce platform Temu has formed a partnership with Korea’s state-run intellectual property (IP) agency to bolster protection of products made by Korean firms. The Chinese company, which has around 7 million monthly active users in Korea, made the commitment as K-branded products’ popularity is on the rise among consumers worldwide, prompting producers to place increased importance on their IP rights. The Korea Intellectual Property Protection Agency's (KOIPA) Executive Director of Management Innovation Division Son Chang-ho met Temu’s Vice President of Operations Jeremy Jin at the Chinese firm’s headquarters in Shanghai on Monday and signed the partnership. Under the deal, Temu and KOIPA will operate a dedicated communication channel to facilitate rapid response and enforcement against IP infringement affecting K-brands. Temu will use its detection technology and global team of expert reviewers to identify and remove IP-violating products from its platform. KOIPA will support the Chinese firm by verifying the authenticity and ownership of IP rights tied to K-br