Good Luck Company Confronts US Trademark Dispute Head-on

The domestic startup Goodlugg Company, which operates the global luggage service platform 'Goodlugg', is actively confronting a trademark dispute with a US company. Goodlugg Company, recently selected for the 'K-Brand Dispute Response Strategy Support Program' by the Korea Intellectual Property Protection Agency under the Korean Intellectual Property Office, will receive legal response cost support. It faces a situation where a US company, aware of Goodlugg's brand and service, used the same name on suitcases and even filed a 'non-use cancellation trial'. While the high litigation costs in the US are fatal for a startup, Goodlugg Company has laid the foundation for its response through proactive investment in overseas trademarks. Goodlugg, which has increased its brand awareness among the MZ generation with creative naming that evokes 'Good Luggage' and wishing 'Good Luck', began its domestic trademark registration in 2018 and secured overseas trademarks in major countries including the US starting in 2019. Especially in the US, it has registered trademarks in "smartphone software and logistics fields" related to luggage delivery and storage, developing relevant businesses. Currently providing 'same-day luggage delivery service between hotels and airports' in 17 Asian cities and operating 'Baggage-Free Service' for the mobility-impaired at Incheon International Airport, Goodlugg was recognized for its innovativeness and social value, even winning the Minister of Trade, Industry and Energy Award in 2023. Yoon So-hee, CEO of Goodlugg Company, stated, "Our bold investment in overseas trademark registration, even as an early-stage startup, is the foundation for responding to this crisis," adding, "We plan to expand our global door-to-door service to Hong Kong, Osaka, Paris, London, and Sydney, following Dubai, by 2025." CEO Yoon emphasized her aspiration to actively respond to this US trademark dispute and demonstrate the true potential of a K-startup. Goodlugg Company, rapidly growing in Pangyo Startup Zone by championing the innovative value of 'travel without luggage', is expected to accelerate its global scale-up through this dispute.