BTS' Coined Term 'Borahae' Applied for Trademark by Cosmetic Company
"Borahae," or "I Purple You," a term coined by V which has been widely used between BTS and ARMY, is being trademarked by a cosmetic company.
Keep on reading to know more.
BTS V's Coined Term 'Borahae' Applied for Trademark by a Cosmetic Company
According to the Korea Intellectual Property Rights Information Service (KIPRIS), a patent information site, LALALEES, a South Korean cosmetic company that specializes in nails, had applied for the trademark of "Borahae" back in September 1, 2020, under the classification of soaps, fragrances, essential oils, cosmetics, hair products, polishes, and other cleaning agents.
"Borahae" or "I Purple You" is a term coined by BTS member V back in 2016 during a fan meeting. He first used the term to describe the last color of the rainbow - purple - which means to trust and love each other until the end. Since then, both BTS and ARMY have used the terms on countless occasions as a word to express their affection, support, and bond with each other.
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Back in 2018, when BTS gave a speech at the United Nations' General Assembly for the first time with the "LOVE MYSELF" campaign, UNICEF's Executive Director, Henrietta H. Fore, had used the term as well. "We here at UNICEF purple you!" said the Executive Director at the end of her speech.
In addition, "Borahae" has become a symbolic term that refers to BTS, such as in BTS's recent collaboration with McDonald's, fans worldwide use the term to refer to the packaging of the "BTS Meal." Not only that, but the fast food company itself had used the term for the package design.
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On May 28 KST, Sports Kyunghyang contacted an official of LALALEES to inquire about the reason and meaning behind their application to trademark "Borahae." However, they revealed that the CEO was the one who applied for the trademark and that the employees are not aware of the details regarding the application. As the CEO was not present during the time, Sports Kyunghang was asked to contact the company next time.
Upon reports that "Borahae" was being trademarked, ARMY all over the world did not take the news lightly, stating that it is a core term that holds a special meaning to BTS and ARMY. In addition, if the trademark application were to be approved, it would pose possible brand infringement, as well as impact the future usgae of the term and phrase.
Fans are currently contacting HYBE and Big Hit Music regarding the trademark application, and is asking for the company to take action.
What are your thoughts on the issue?
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Written by Robyn Joan
