Lee International

As of March 5, 2025, registration has officially opened for newly introduced third-level country code domains under .kr, such as ai.kr, it.kr, io.kr, and me.kr. With the growing momentum around AI and digital transformation, these domains are expected to become strategic digital assets for businesses in emerging industries. As demand accelerates, competition to secure these premium domains is expected to intensify, increasing the likelihood of disputes between trademark owners and domain name holders.  

Domains as Brand Assets: Timely Action from Right Holders Is Crucial

A domain name is more than just a web address—it functions as a vital extension of a brand’s identity, closely tied to trademark rights, consumer trust, and market presence. However, domain name registrations follow a first-come, first-served system. As a result, even trademark owners may find themselves at a risk if a third party secures a corresponding domain first, often leading to cases of cybersquatting and brand dilution.

While legal remedies are available under the Internet Address Resources Act, the Unfair Competition Prevention Act, and the Trademark Act, enforcement typically involves formal dispute resolution procedures such as proceedings before the Internet Address Dispute Resolution Committee (IDRC) or under the Uniform Domain Name Dispute Resolution Policy (UDRP), which can be both time-consuming and costly.

Moreover, if a trademark is not registered in Korea, the right holder bears the burden of proving actual use, public recognition, and bad faith on the part of the domain registrant, often requiring substantial evidence and legal resources. Therefore, proactive registration of key domain names associated with core trademarks is strongly recommended as a practical and cost-effective strategy for protecting brand’s online identity.

Failure to take appropriate preventive or responsive measures against unauthorized domain registrations can result not only in significant legal expenses and delays, but also in direct harm to brand value. With the recent launch of new .kr domains, it is strongly recommended that right holders closely monitor domain registration activity and stay informed about related dispute to proactively safeguard their brand assets.