Mumuso, a Chinese distributor of household goods accused of imitating a Korean brand, is turning a blind eye to a recent government order to shut down its South Korean branch.
Đang xem: Inspired k
Mumuso opened an office in South Korea in 2014, however the office only exists on paper, with the company ‘borrowing’ an address through a proxy.
Mumuso did rent an office later, but it was left empty. Essentially a paper company, it has no staff or equipment, and was opened purely to create the appearance it was Korean.
The company drew considerable attention when it leased space in South Korean-owned Lotte shopping centre in Vietnam, despite already being in the spotlight for its deceptive conduct.
The products being sold in Mumuso stores in China claim that they were made by ‘Mugungsenghwal,’ a fake Korean brand, which is said to be located in Seoul.
Mumuso has been growing exponentially around wider Asia since its establishment in 2014, trading in some markets using the false slogan “we came from Korea”. However after recent controversies, the company made a ‘slight twist’ to its original statement, claiming it was “inspired” by Korean aesthetics.
Mumuso, headquartered in Shanghai, China, is carrying out a marketing offensive in Southeast Asian countries where the Korean Wave has a stronger presence.
As of August last year, Mumuso had opened 600 stores across China and overseas. It has previously said it aims to open 3500 stores in 40 countries by 2022, and reach US$2.5 billion in sales.
You have 7 free articles.
Like what you read?
Become a Professional
Already a member? Log in
Recommended by IR
Ikea buys AI innovator Geomagical Labs
Pomelo Cares programme launched to aid coronavirus fight
Alibaba urges offline retailers to livestream on Taobao Live
South Korean duty-free stores cut hours as travel-retail dries up
Sustainability concerns on hold as coronavirus wreaks havoc
Author”s latest articles
South Korea’s beauty store network shrinks for first-ever time
CU retakes top spot in Korean discount-store rankings
South Korea to invest US$267 million to fuel e-commerce growth
South Korea’s online food market booms due to pandemic
South Korean online platforms face scrutiny over unfair business practices
Mumuso eyes rapid expansion in India
Jan 6, 2020
Beccos plans 50 stores in India
Inside Retail Asia
Oct 29, 2018
Lotte under fire for leasing space to Mumuso
Oct 5, 2018
Retailers of Chinese knock-offs of Korean brands thriving in Vietnam
Jerry M Kim
Jul 3, 2018
Mumuso Thailand turning to franchising
Inside Retail Asia
May 31, 2018
Got a news tip or story idea?