Naver files for ‘webtoon’ trademark to make it exclusive for the company’s use

Naver has filed for a trademark right over the use of the term “webtoon,” which is also the company’s name for its digital comic platform. The company coined the word after combining the terms “web” and “cartoon” since the illustrated comic stories are available only on the internet.

Details of the trademark filing

South Korea’s Maeil Kyungjae News reported that Naver’s filing to trademark the term “webtoon” will make it exclusive for Naver. This means that other companies will not be able to use the word anymore, or they could face a trademark right lawsuit.

The outlet further mentioned that the South Korean tech giant applied for a trademark right in Korea after obtaining the copyright on other countries, including Japan and the U.S. Furthermore, Maeil gathered from the Korea Intellectual Property Rights Information Service (KIPRIS) that Naver forwarded the application on March 10.

In any case, it was learned that the company already filed for the copyright on “webtoon,” but it was denied in 2018. However, in January 2020, Naver won an appeal that allowed it to file with the Intellectual Property Trial and Appeal Board.

This agency recognized the company’s property right when the term “webtoon” is used with its color green emblem. Then again, the Intellectual Property Office stated that it could only extend protection for the firm’s brand logo but not for the term that is already widely used in the online comic market.

But when Naver won the trademark for the term in Japan and the U.S., it also applied in Indonesia and Taiwan. Now it is also trying again in South Korea since it has more chances now after the results in America. Apparently, once the firm gains the copyright for the “webtoon” term, companies will be prohibited from using it regardless of the case and situation.

Naver's webtoon gaining popularity in Europe

Meanwhile, Aju Business Daily reported that Webtoon is also becoming popular in Europe today. It has always been one of the most used portals in South Korea, and after it was launched in a German service which is the largest cartoon market in Europe, Naver’s Webtoon is making its name known in this part of the world too.

The launch overseas is part of Naver’s efforts to get a bigger share in the webtoon market on the global stage. The Webtoon platform offers digital comic books created specially for mobile and web platforms, and this originated in S. Korea.