# Protecting Trademarks Abroad: Lessons from the Melona Case in Kazakhstan As digital distribution expands, Korean brands can attract customers in countries beyond their original target markets. This makes international trademark planning increasingly important. Source: https://www.iplexlaw.co.kr/en/blog/1502590 HOME / NEWS & INSIGHTS NEWS & INSIGHTS Protecting Trademarks Abroad: Lessons from the Melona Case in Kazakhstan As digital distribution expands, Korean brands can attract customers in countries beyond their original target markets. This makes international trademark planning increasingly important. Overseas Trademarks 2026.07.09 published IPLEX 6 min read As digital distribution expands, Korean brands can attract customers in countries beyond their original target markets. This makes international trademark planning increasingly important. However, as a brand grows, various brand risks also increase, such as imitation products, trademark dominance by third parties, and competitive shifts by local partners. In particular, trademark rights are protected independently by country, so even a well-known brand in Korea may not receive the same protection overseas. The recently reported case of Melona, Kazakhstan is a representative example that illustrates this reality. Even though the trademark was registered, imitation products were distributed, and legal action did not lead to an immediate halt in sales. This shows that overseas trademark protection is not completed by simply registering a trademark. So how are trademark rights actually protected overseas? Also, what should companies prepare to keep their brands safe? In this article, we will look at the structure of overseas trademark disputes and the practical response strategies that companies operating overseas should prepare, focusing on the case of Melona Kazakhstan. Melona’s entry into Kazakhstan and trademark registration Melona began to expand its recognition in overseas markets in the late 2000s. In Kazakhstan, sales have been made through local company A since around 2007, and Binggrae chose to cooperate with local companies instead of producing directly. This is a strategy often used in the process of expanding overseas to reduce logistics costs and adapt to local markets. Afterwards, the 'Melona' trademark was registered in Kazakhstan in 2010, and the scope of rights protection was expanded by additionally registering the Latin character 'MELONA' trademark in 2019. However, the real dispute arose after the trademark was registered. Overseas, rights management and infringement response systems after registration, relationships with local partners, and continuous monitoring, rather than registration, often determine the outcome of disputes. The departure of cooperation partners and the emergence of imitative products Company A, which cooperated with Binggrae, was a local company with more than 40% of Kazakhstan's ice cream market share. However, after the cooperation between the two companies ended, a dispute began when Company A launched a product very similar to Melona under its own brand. The product in question had the following characteristics: The shape and color of the ice cream are similar to Melona. Even the lettering on the stick is almost identical. Only the packaging is different and it is difficult to tell them apart based on appearance. Selling at a much lower price than the original product Source: https://biz.newdaily.co.kr/site/data/html/2025/12/03/2025120300343.html These products can be evaluated as more than just similar products, but as imitation products that consumers are likely to be confused about as to their origin. What makes this case particularly noteworthy is that there was a cooperative relationship in the past. Cases where molds, manufacturing know-how, package elements, etc. are not sufficiently managed even after the end of the contract, and existing partners utilize them to produce similar products in a short period of time have repeatedly occurred in overseas markets. Why infringement is not immediately blocked even if a trademark is registered Many companies expect that holding a trademark will immediately stop sales of infringing products. However, the actual rights enforcement process abroad may differ significantly from at home. Typical reasons are as follows: The speed of court proceedings is often relatively slow. There are countries with limited provisional injunction and injunction systems that immediately stop sales. Recalling infringing goods can be difficult when distribution networks are widely dispersed. Enforcement may be more difficult if the infringing company is a large local company. In this way, in overseas trademark disputes, winning a lawsuit and removing an infringing product from the actual market are not necessarily the same. Melona trademark registration in Kazakhstan According to publicly available data, Melona is known to have registered the following trademarks in Kazakhstan: Latin letter MELONA Cyrillic letter МЕЛОНА This is also an example that shows how important it is to secure the writing system actually used locally in an overseas trademark strategy. Structural problems in overseas trademark disputes shown by the Melona case 1. Risk of partner departure Cases of manufacturing or distribution partners producing similar products after the end of a contract continue to occur overseas. Failure to sufficiently provide provisions such as competition restrictions, return of molds, and confidentiality at the contract stage increases the likelihood of disputes. 2. The importance of timing of securing a trademark Attempting to secure a trademark after brand awareness has increased increases the risk of third-party filings. In overseas countries, there are many cases where securing a trademark lags behind the pace of brand growth. 3. Realistic limitations of rights enforcement Even if you own trademark rights, infringing products may remain in the market for a considerable period of time depending on the legal system and enforcement environment of each country. 4. Damage to brand value If low-priced imitation products are continuously distributed, consumers may misperceive the quality of the brand itself, which may lead to a long-term decline in brand trust and market value. Brand strategies that companies entering overseas must prepare The Melona case shows that an overseas trademark strategy does not end at the application stage but must also include post-registration management. First, you must secure a trademark before entering the market. It is advisable to apply for a trademark in advance, considering not only the countries you plan to enter but also countries with potential future exports. Second, contracts with local partners must be designed systematically. Provisions that take into account the period after termination of the contract must be included, such as prohibition of producing similar products, return of molds and design materials, restrictions on competition, and confidentiality obligations. Third, the trademark portfolio must be built in multiple layers. It is important to secure not only an English mark, but also a translation/transliteration trademark appropriate for the local language and writing system. Fourth, a continuous infringement monitoring system must be operated. By consistently checking online shopping malls, offline distribution networks, and local trademark application status, you can detect infringement early and reduce response costs. Fifth, we must prepare a long-term conflict response strategy. Because overseas trademark disputes rarely end in a short period of time, it is necessary to consider not only legal action but also brand management and distribution strategies. Implications of the Melona incident The Kazakhstan Melona case shows that foreign trademark protection is not complete through a simple registration process. Only when country-specific legal systems and enforcement environments, local partner management, and continuous infringement monitoring are combined, can brands be effectively protected. In overseas markets, as brand value increases, brand risk also increases. Therefore, from the stage of preparing for entry into the market, preparing country-specific brand strategies, contract systems, and follow-up response plans is the key to protecting long-term brand competitiveness. Read the Korean source This article reflects the information available when it was published. 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Discuss this topic ↗ All articles Related service: IP disputes & appeals ↗ ON THIS PAGE Melona’s entry into Kazakhstan and trademark registration The departure of cooperation partners and the emergence of imitative products Why infringement is not immediately blocked even if a trademark is registered Melona trademark registration in Kazakhstan Structural problems in overseas trademark disputes shown by the Melona case Brand strategies that companies entering overseas must prepare Implications of the Melona incident TALK TO IPLEX Discuss your IP questions We consider your technology and business needs together. ↗ Contact us Newer Madrid International Trademark Applications: Benefits and Key Considerations ↗ Older Accelerated Trademark Examination: Grounds and Supporting Evidence ↗ Related insights Overseas Trademarks 2026.10.01 Saudi trade marks: filing, deadlines and the Madrid route A practical guide to Saudi trade mark prosecution, representation, public-order restrictions, Hijri renewal dates and Madrid accession on 8 October 2026. ↗ Read article Overseas Trademarks 2026.09.30 Trade mark protection in the UAE: filing routes, timing and practical requirements A guide for Korean applicants to direct UAE filing and Madrid designation, including representation, powers of attorney, examination and opposition. ↗ Read article Overseas Trademarks 2026.09.29 Trademark Filing in Brazil: Portuguese Specifications, Examination and Registration A practical guide to Brazilian trademark applications, including Portuguese wording, opposition deadlines, prior use, non-use cancellation and renewal. ↗ Read article - https://www.iplexlaw.co.kr/en - https://www.iplexlaw.co.kr/en/blog/category/global-trademark - https://biz.newdaily.co.kr/site/data/html/2025/12/03/2025120300343.html - https://www.iplexlaw.co.kr/forum/view/1502590 - https://www.iplexlaw.co.kr/en/contact - https://www.iplexlaw.co.kr/en/blog - https://www.iplexlaw.co.kr/en/ip-solutions/disputes#related-insights - https://www.iplexlaw.co.kr/en/blog/1502590#section-1 - https://www.iplexlaw.co.kr/en/blog/1502590#section-2 - https://www.iplexlaw.co.kr/en/blog/1502590#section-3 - https://www.iplexlaw.co.kr/en/blog/1502590#section-4 - https://www.iplexlaw.co.kr/en/blog/1502590#section-5 - https://www.iplexlaw.co.kr/en/blog/1502590#section-6 - https://www.iplexlaw.co.kr/en/blog/1502590#section-7 - https://www.iplexlaw.co.kr/en/contact - https://www.iplexlaw.co.kr/en/blog/1505552 - https://www.iplexlaw.co.kr/en/blog/1502150 - https://www.iplexlaw.co.kr/en/blog/saudi-arabia-trademark-filing-guide - https://www.iplexlaw.co.kr/en/blog/saudi-arabia-trademark-filing-guide - https://www.iplexlaw.co.kr/en/blog/uae-trademark-filing-guide - https://www.iplexlaw.co.kr/en/blog/uae-trademark-filing-guide - https://www.iplexlaw.co.kr/en/blog/1546667 - https://www.iplexlaw.co.kr/en/blog/1546667