HYBE previously submitted an application to trademark the word "borahae." However, it was denied for a simple reason.
Keep on reading to know more.
HYBE's Trademark Application for 'Borahae' Denied Due to BTS V
It was recently revealed that HYBE (formerly known as Big Hit Entertainment) had applied for the trademark rights for the term "Borahae," which is also known as "I Purple You" in English, sometime in 2021.
However, the Korean Intellectual Property Office (KIPO) announced their decision to deny HYBE's trademark rights application for "Borahae."
According to the KIPO, the term "Borahae" or "I Purple You" was coined during BTS' fan meeting held on November 13, 2016, when member V first said it to fans, ARMYs. At the time, V explained that "Borahae" means to "trust and love the other person for a long time," just like the meaning of purple, which is the last color of the rainbow.
Korean Intellectual Property Office (KIPO) denies HYBE's application
Despite the term being coined by V himself, which later became a representative term among the BTS members and ARMY, alongside the color purple to express their affection and relationship with each other, HYBE still continued to apply for its trademark rights.
IN CASE YOU MISSED IT: HYBE to Apply for Trademark Rights Over BTS' 'Borahae' and Artist Related Terms
In addition, the trademark is already being used by others through a contractual relationship, such as for employment, a partnership, or a transactional business relationship. In particular, V is under a contractual relationship with HYBE.
However, this decision is not final, as V currently does not hold any trademark rights to "Borahae" despite the KIPO recognizing him as its creator.
BTS V
In fact, even his fellow BTS members recognize V as the person who should hold the trademark rights for the term. And even without it being officially trademarked by him, the term is still recognized as his globally by fans and professionals in the industry.
ARMYs Upset Over HYBE's Attempt to Trademark 'Borahae'
Upon finding out that HYBE had attempted to own the trademark rights for the popular term, ARMYs couldn't help but express their disappointment considering the application should have been under V's name.
ARMYs even trended the hashtag "BORAHAE_YOURS_KIMTAEHYUNG" on Twitter to express their support for V being the holder of its trademark rights.
BTS' representative color is purple
This is also because "Borahae" had expanded into something beyond a symbolic phrase between BTS and ARMYs. The term and color had become a part of BTS' image, and is widely used in their projects and collaborations.
In fact, due to the influence of the term and the use of the color purple, there have been instances wherein companies make use of it to drive sales or engagement, despite BTS not being in an official collaboration with them.
Needless to say, ARMYs are hoping for a positive outcome for the term and that it becomes V's officially.
IN CASE YOU MISSED IT: BTS' Coined Term 'Borahae' Applied for Trademark by Cosmetic Company
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Written by Robyn Joan
