Due to the Korean Wave, content such as K-pop and K-dramas are gaining global popularity, and Korean brands are receiving love worldwide. In particular, as interest in Korean culture and interest in Korean fashion brands continues to increase not only in Asia but also around the world, including in the Americas and Europe, the demand for K-fashion is increasing significantly.

Accordingly, many K-fashion brands are developing the overseas market and taking all the export steps to respond to the increasing overseas demand. For this reason, to prevent counterfeit cases, the number of brands applying HiddenTag, an anti-counterfeit service to check brand authenticity, is steadily increasing.

CK&B Co., Ltd`s genuine product authentication service, HiddenTag, is an anti-counterfeit solution whose efficiency has been proven through application by various K-fashion brands. HiddenTag effectively blocks counterfeit issues that inevitably arise when exporting overseas, helping authentic K-fashion enter the global market.

HiddenTag is provided in the form of smart stickers, containing unforgeable or inalterable digital information, applicable directly to the products. Such data are verified in real-time via the HiddenTag app’s scan. Once the consumer scans the label, the detected data are compared with the one registered in the database in real-time on the spot to determine whether it is genuine or not.

A CK&B official said: <The information on the HiddenTag label can only be recognized with the dedicated app, so it boasts high-level security>. They added: <With the distribution management service, it is possible to monitor also the distribution information and the sales as soon as the client scans the label. HiddenTag is a solution particularly suitable for K-fashion brands entering the overseas market as they can monitor overseas export status accurately and quickly along with scanning data and detecting counterfeit cases.>

Finally, HiddenTag is currently applied by more than 1,000 brands and used by consumers from about 200 countries to check authenticity. HiddenTag, counting on high customer and brand awareness, has been recognized by consumers as a measure to confirm safe consumption and is recognized by companies as a reliable countermeasure to counterfeit products in domestic and overseas markets.