A huge controversy emerged after the cosmetics company LALALEES tried to file a trademark application for the term "BORAHAE" in September 2020. To safeguard its business and its artists' intellectual property, HYBE filed to trademark the term "BORAHAE," which was coined by BTS V, in June 2021.
Just recently, the Korean Intellectual Property Office delivered a notice of rejection for HYBE Labels’ application for the term.
The Korean Intellectual Property Office said in the resolution submission notice sent on October 4 that the trademark “BORAHAE” is a new term started when BTS member Kim Taehyung, also known as V, used the word during a BTS fan meeting on November 13, 2016. They also said that the application went against the principles of good faith, therefore, was rejected.
BTS V Coins Term BORAHAE
The term BORAHAE is used between BTS and their fans, ARMY. It is a play on the words borasaek (purple), and I Love You. With this, BORAHAE sends a message that “just as purple is the last color of the rainbow, I will trust and love you until the very end.”
BTS V first spoke the term during a fan meeting in November 2016, and which is still used by the members and the fans today. Since that event, BTS has come to be synonymous with the term.
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HYBE Trademark Application For BORAHAE Gets Rejected
HYBE Labels is recognized to have applied for the trademark for the term BORAHAE. But according to the Korean Intellectual Property Office, HYBE (Big Hit) is not entitled to the trademark as it is V who brought the phrase into existence.
They also pointed out that although HYBE and V have an employer-employee relationship, the agency is not recognized to have the same trademark rights as the individual artist.
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Therefore, the Korean Intellectual Property Office recognizes the right holder of the trademark for the term BORAHAE is Kim Taehyung (V), not HYBE Labels.
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