[Exclusive] Lee Soo-man’s Company Blooming Grace Files Trademark for ‘emos’… Will SM Transfer its Wine Business?

[비즈한국] It has been confirmed that Blooming Grace, a company where SM Entertainment founder and former Executive Producer Lee Soo-man serves as an internal director, recently filed a trademark application for the wine brand ‘emos’. ‘emos’ is a brand previously launched by SM under the planning of former Executive Producer Lee Soo-man. It is currently operated by Moa L&B International, a subsidiary of SM Entertainment.

Blooming Grace, a company where former SM Executive Producer Lee Soo-man (pictured) serves as an internal director, has recently re-filed a trademark application for the wine brand 'emos,' which he created. Photo=Yonhap News

According to the Korean Intellectual Property Office's KIPRIS (Korea Intellectual Property Rights Information Service), Blooming Grace filed three trademark applications for ‘emos’—covering the English name, Korean name, and logo—under Product Classification 33 (wine and fruit wines) between March 6 and 7. The filed logo is identical to the design currently used on emos wine bottles.

emos is a brand that former Executive Producer Lee Soo-man, an avid wine enthusiast, planned and introduced personally in 2009. At the time, it was produced by blending grapes from countries including the U.S., France, and Italy. Afterward, SM Entertainment began full-scale wine distribution through its subsidiary, Moa L&B International. The brand gained recognition in the industry as "Lee Soo-man Wine," and it is known that the former executive was personally involved in the practical aspects of the winery operations.

The emos wine brand operated by SM Entertainment subsidiary Moa L&B International. Photo=Moa L&B International website

Interestingly, the SM subsidiary Moa L&B International currently manages the emos wine brand. However, there has been a change in trademark ownership. The existing English trademark for 'emos' was registered under SM Brand Marketing, which was transferred to SM Entertainment’s U.S. subsidiary in 2022. Subsequently, the rights for Product Classification 33 (wine) and 35 (wine sales agency) expired in 2024. The rights for Classification 43 (wine bars) remain valid.

This filing is interpreted as a move by Blooming Grace to secure the rights to the SM Entertainment trademark that has now expired. Observations suggest that former Executive Producer Lee Soo-man may be planning to re-enter the wine business in earnest, as he did in the past. Whether the operating rights for the emos wine brand will be transferred to Blooming Grace is also a matter of interest.

Three types of emos trademarks filed by Blooming Grace between March 6 and 7. Photo=KIPRIS, Korean Intellectual Property Office

The English 'emos' trademark previously filed by SM Brand Marketing. Currently, only Product Classification 43 remains valid. Photo=KIPRIS, Korean Intellectual Property Office

Regarding whether there were discussions with Blooming Grace, SM Entertainment stated only that "the current emos wine business is operating well." Conversely, Blooming Grace explained, "emos is a brand named personally by former Executive Producer Lee Soo-man; we re-registered it because the trademark had expired and was being neglected," adding that "discussions are underway with the SM side."

By filing for the emos trademark, Blooming Grace has secured the legal authority to potentially request that SM Entertainment cease the sale of emos wine. Consequently, depending on the differing positions of both parties, this could lead to legal disputes in the future.