Temu Fortifies IP Protection for Korean Brands With KOIPA Partnership — PDD Holdings Inc.

Event summary

Temu signed an MOU with KOIPA on July 1, 2026 to strengthen IP protection for Korean brands across its platform.
The partnership includes a dedicated communication channel and leverages Temu’s proprietary detection technology and KOIPA’s verification support.
Temu’s enforcement system monitors over 15,000 brands with a resolution time of less than 24 hours for IP complaints.

The big picture

As Korean brands increasingly tap global e-commerce platforms, Temu’s partnership with KOIPA underscores the growing importance of cross-border IP protection. The collaboration aligns with broader industry trends where marketplaces are investing in trust-building measures to attract premium brands and consumers. With over 200 million blocked counterfeit-related searches as of May 2026, Temu is positioning itself as a leader in anti-counterfeiting efforts.

What we're watching

Execution Risk: Whether Temu can sustain rapid IP enforcement across its 90+ markets while scaling its Local Seller Program in Korea.
Regulatory Headwinds: How global regulators will respond to Temu’s proactive consumer awareness features and their impact on counterfeit-related searches.
Market Dynamics: The pace at which K-brands expand internationally through Temu, and whether this partnership sets a precedent for other regional IP collaborations.