Plagiarizing Tokyo Banana? Korean Dessert Brand Faces Backlash Over Design and Marketing

The domestic dessert brand "Tokyo Berry," which has been operating pop-up stores at major local department stores, has sparked controversy for its product designs and marketing tactics that bear an excessive resemblance to Japan's iconic souvenir, "Tokyo Banana."

Some consumers reportedly purchased the products believing they were new releases or sub-brands of Tokyo Banana, prompting the headquarters of Tokyo Banana to begin verifying the facts.

According to the distribution industry, the fresh fruit mochi brand "Tokyo Berry" recently sold its products through pop-up stores at major department stores including Lotte and Shinsegae.

However, criticisms were raised that the fruit illustrations on the packaging, brand logo, English font and letter spacing, and overall design are excessively similar to those of the famous Japanese dessert "Tokyo Banana."

Launched in 1991, Tokyo Banana is a representative Japanese souvenir that is also widely enjoyed by South Korean tourists visiting Japan.

Online reviews continued to surface, with consumers saying, "I thought Tokyo Banana released a new strawberry product," and "I only found out it was a different brand after searching their official website."

The marketing methods also came under fire.

In its early stages, Tokyo Berry used phrases like "Tokyo Berry has opened in Korea," and its social media accounts employed promotional strategies such as claiming it was "mochi that is hard to find even locally in Japan."

Critics pointed out that as a new domestic brand, it may have misled consumers into thinking a famous Japanese dessert had launched in Korea.

In fact, long queues formed at the pop-up stores, and some buyers left reviews saying, "I bought it just because people were waiting in line."

As the controversy grew, Japan's Grapestone, which operates Tokyo Banana, stated that it has shared the issue with the relevant department and is currently verifying the facts.

Lotte Department Store's Busan Branch, which hosted the pop-up, also stated that it does not plan to hold additional pop-ups and is considering an early termination of the currently operating pop-up store as well.

As the controversy spread, Tokyo Berry switched most of its promotional posts on official social media to private.

(Reported by Kim Minjeong | Video by Seo Byeong-wook | Graphics by Yang Hye-min | Produced by SBS Digital News)

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