HIGHLIGHT Gets Trademark Rights for Original Group Name 'BEAST' After 7 Years

After Cube Entertainment prohibited them from using the original name once they left the label, BEAST, now known as HIGHLIGHT, finally won trademark rights to use it again.

HIGHLIGHT Regains Trademark Rights to Use Original Group Name BEAST

On April 2, Around Us Entertainment, the agency of HIGHLIGHT delivered the good news that they can finally call themselves BEAST again, after reaching a mutual agreement with Cube Entertainment.

In its official statement, the label said:

"We have successfully reached a smooth mutual agreement with Cube Entertainment regarding the use of the 'BEAST' trademark.

We would also like to express our gratitude to Cube Entertainment for making this discussion on a larger scale."

This means that they can finally promote as BEAST again as well as perform their previous songs under their original group's name seven years after facing trademark issues.

ALSO READ: The Truth Why K-Pop Band Beast Becomes Highlight

As a brief context, HIGHLIGHT debuted under Cube Entertainment in 2009 as BEAST (stylized as B2ST). At the time, they solidified its status as a popular boy group by releasing songs such as "Fiction," "Shock," "Beautiful Night," and "On Rainy Days."

But after they decided to leave the agency in 2017, Cube refused to transfer nor share the trademark rights of the members over their original name. Chairman Hong at the time announced his intention to launch a new 3-member BEAST including former member Jang Hyun Seung, but fans protested to boycott it and only showed support to the existing original members.

As a result, the team decided to create their new name HIGHLIGHT in fear of prolonging inactivity and since then strived as a group under the agency Around Us Entertainment.

Will HIGHLIGHT Promote As BEAST Now?

While the group rejoiced after winning the case, they decided to stick with their current name, HIGHLIGHT, saying:

"Although we have reached an agreement on the trademark rights, HIGHLIGHT will continue to carry out activities under the current team name.

It’s a refreshing feeling to be able to show the team name BEAST separate from their stage (group) name.

Around Us added:

"We hope this news will be a meaningful gift for HIGHLIGHT and fans (Light) celebrating their 15th anniversary. We are sincerely grateful to the fans who have always given us their generous support and love for the past 15 years."

Indeed, the fandom Lights expressed their happiness on various social media platforms, pointing out that they waited long seven years to hear this good news.

While fans came to love the group's current name, the memories and significance of the name BEAST, which established their status in the music scene will never be forgotten.

On the other hand, HIGHLIGHT (BEAST) recently released their fifth mini-album "Switch On" in March and is receiving rave reviews for its title track, "BODY."

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Written by Eunice Dela Cruz