Proactiveness and global scalability: Coupang’s success in trademark protection

As a global commerce company with operations in Asia, Europe, and North America, our teams face and solve complex issues for stakeholders in different geographies around the world. We’re proud to share that the World Trademark Review (WTR) recently awarded Coupang for excellence in managing intellectual property across multiple regions. According to Nina Ramesh, Director and Senior Associate General Counsel of Intellectual Property, Coupang’s global legal team is responsible for trademarks, copyright, and anti-counterfeiting work, with a strong focus on trademark and domain enforcement as Coupang’s global presence grows.

“A large part of our enforcement is ensuring there is no misappropriation of our key trademarks and assets, especially for illegal activities like phishing and scams,” says Nina. Coupang uses a multi-pronged detection strategy, including security tools, social media monitoring, and strategic keyword searches, to identify infringements across its operating regions.

The synergy between Coupang’s trademark and anti-counterfeiting teams is a key factor in their success. “Counterfeits are a form of trademark infringement, so the two teams work closely together when developing legal frameworks and policies,” she explains.

For successful enforcement, Nina points to two essential elements: a strong global filing strategy and proactive monitoring. “Ensure you have adequate rights to protect against infringement,” she advises, particularly in first-to-file jurisdictions where trademark squatters may act in bad faith. Proactive monitoring is equally crucial for detecting and addressing issues before they escalate.

Coupang’s trademark portfolio includes over 2,000 active trademarks worldwide, and its registration strategy is designed to anticipate enforcement needs in each region. “You must build a global strategy, even if you don’t operate business in that country,” Nina notes, stressing the importance of being prepared for potential infringements in challenging jurisdictions.

As Coupang continues to serve an ever-growing customer base, our legal team is well-prepared to safeguard the company’s intellectual property. “Our trademark team manages all trademark work centrally and is experienced in global portfolios and enforcement matters,” Nina concludes. The team’s scalability and passion for their work ensure they are ready to meet the challenges of entering new markets while maintaining strong IP protection.