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Hyundai E&C Files Trademark for 'Apgujeong Hyundai', Betting Its Pride on Winning Reconstruction Project

[비즈한국] Hyundai E&C000720, which recently faced a setback in the bidding for the Hannam District 4 redevelopment project—considered the biggest prize in northern Seoul urban renewal this year—has been confirmed to have recently filed for trademarks on the name of the Apgujeong Hyundai Apartment complex, which is currently pursuing reconstruction. As the apartment complex that recorded the highest transaction prices among older complexes in Korea, the Apgujeong Hyundai complex holds great symbolic significance for Hyundai E&C, as it was effectively the first large-scale apartment complex built by the company since its founding.

According to KIPRIS, the Korea Intellectual Property Rights Information Service, Hyundai E&C filed trademark applications on the 13th for the names 'Apgujeong Hyundai Apartment', 'Apgujeong Hyundai', and their mixed-script versions 'Apgujeong 現代 Apartment' and 'Apgujeong 現代'. The designated products for these trademarks include 10 items in Class 37 (housing construction, etc.), 10 items in Class 36 (building sales, etc.), and 10 items in Class 35 (advertising/public relations, etc.). On the 20th, Hyundai E&C filed for an accelerated examination with the Korean Intellectual Property Office and the trademarks are currently under review. The accelerated examination system is used when it is clear that a trademark is being used or is being prepared for use, allowing it to be reviewed ahead of other applications.

Apgujeong Hyundai Apartment is a large-scale residential complex built by Hyundai E&C between the 1970s and 1980s in the Apgujeong-dong apartment district along the Han River in Gangnam-gu, Seoul. After the 1st and 2nd complexes were completed in 1976, a total of 6,335 households were established by the time the 14th complex was finished in 1987. While Hyundai E&C directly constructed the 1st through 3rd complexes (1,392 households), the 4th through 14th complexes were built by Korea Urban Development (now HDC Hyundai Development Company294870), which was formerly the housing division of Hyundai E&C. Although it was unpopular during the initial sales due to poor transportation, a disadvantageous location, and a lack of auxiliary facilities, it is now listed among the most expensive apartments traded among those over 20 years old.

It is unusual for a construction company to file for a trademark on the name of an existing, older apartment complex. Recently, major construction companies have been filing for trademarks on the names of new complexes they are set to build. Representative examples include Samsung C&T028260’s 'Raemian One Bailey', Hyundai E&C’s 'The H Honor Hills', Daewoo E&C047040’s 'Prugio Central Park', and GS E&C’s 'Maple Jai'. This has become important because, unlike in the past where brand names were simply combined with the location, the number of complexes using creative nicknames (pet names) that highlight the features of the complex has increased. However, there has been no prior case of filing for a trademark on the name of an older complex built decades ago.

Such trademark filings are interpreted as having the Apgujeong apartment district reconstruction project in mind. Currently, the Apgujeong apartment district is being divided into six zones, including Hyundai Apartments (1-14th), Hanyang Apartments (1-8th), and Miseong Apartments (1-2nd), to push for reconstruction. This year, Apgujeong zones 2 and 3 have announced plans to select a contractor, with industry leader Samsung C&T and second-place Hyundai E&C showing interest in winning the contracts. Once this trademark registration is completed, Hyundai E&C can emphasize its identity as the original contractor and claim rights to the commercial use of the complex names in the future.

For Hyundai E&C, the Apgujeong apartment district reconstruction is a project it must secure. It includes the first large-scale apartment complex built since the company's founding, and there is a concentration of major urban renewal projects following the Hannam District 4 redevelopment, which was the biggest prize in the bidding war last month. Previously, Samsung C&T won the contract for the Hannam District 4 redevelopment, the largest in northern Seoul, on the 18th of last month by receiving 675 votes, beating competitor Hyundai E&C by 340 votes. The estimated construction cost proposed by the Hannam District 4 association reaches 1.5724 trillion won.

Trademark rights refer to the exclusive right to use a trademark—a sign that distinguishes one's products from others—on designated goods or services. According to the Trademark Act, anyone who currently uses or intends to use a trademark in the future can register it. However, if a person who has registered a trademark does not use it for the designated goods or services for more than three years without a legitimate reason, the trademark registration may be canceled.