Everyday Korean Words That Started as Trademarks

When a Brand Becomes the Thing: Everyday Korean Words That Started as Trademarks

Have you ever asked someone for a Kleenex, even when you really meant “just any tissue”? Or said you needed to Google something, even if you were using Naver? You’re not alone. Across the world, certain brands become so iconic that their names become the default word for an entire product category. And yes—this happens in Korean too.

But Korea adds its own twist.

Many Koreans casually use words like 퐁퐁, 초코파이, or 호치키스 without realizing they were once product names. Over time, these brand names became generic terms for anything similar. This phenomenon is called genericization, and it blurs the line between branding, language, and culture.

Let’s take a look at some of the most iconic examples in Korea—sorted by category—so you’ll know exactly what someone means the next time they offer you a “딱풀” in the office or talk about their favorite “무인 아이스크림 가게.”

Food & Snacks

초코파이 (Choco Pie)

Originally launched by Orion in 1974, the “Choco Pie” was a marshmallow-filled, chocolate-coated cake that captured hearts across Korea (and soon the world). It became so popular that rival brands—like Lotte—jumped in with their own “Choco Pies.” Eventually, courts ruled that 초코파이 had become a generic noun. Today, it means any similar marshmallow pie snack, no matter who makes it.

호빵 (Hoppang)

This cozy winter treat was actually a brand name created by Samlip in the ’70s. The name comes from “호호 불어먹는다” (blowing on hot food to cool it). Samlip’s steamed buns became so widely loved that 호빵 is now the go-to term for any convenience-store-style steamed bun.

야쿠르트 (Yakult)

Imported from Japan and sold by Korea Yakult (now “hy”), this probiotic yogurt drink became such a staple that 야쿠르트 is now shorthand for all small fermented milk drinks. It’s even influenced culture—the famous “야쿠르트 아줌마” (Yakult ladies) are still a common sight in Korean neighborhoods.

Household & Cleaning Products

퐁퐁 (Pong Pong)

A dishsoap brand by LG생활건강 (South Korea). 퐁퐁 is now how many Koreans refer to any dishwashing liquid. You’ll often hear, “퐁퐁 좀 있어?” (“Got any Pong Pong?”) even if the bottle says something else entirely.

락스 (Raks)

Derived from the Clorox brand, 락스 is the word Koreans use for all types of bleach. It doesn’t matter if it’s made by LG, Yuhan, or anyone else—if it whitens, it’s 락스.

스티로폼 (Styrofoam)

Just like in English, 스티로폼 in Korean refers to any kind of polystyrene foam, especially packaging or insulation. The word comes from Dow Chemical’s brand, but it’s become a catch-all.

지퍼락 (Ziploc)

Ziploc-brand food bags are widely known in Korea, but 지퍼락 is now used to refer to all plastic zip bags—even the off-brand ones at Daiso.

Personal Care & First Aid

대일밴드 (Daeil Band)

Launched in the ’60s, this Korean brand was so successful that 대일밴드 is still used to mean any adhesive bandage. It’s Korea’s version of “Band-Aid.”

바셀린 (Vaseline)

Though still a trademark elsewhere, 바셀린 is the word Koreans use for all petroleum jellies, from drugstore generic to high-end brands.

후시딘 (Fucidin)

This antibiotic ointment became such a household staple that people call all first-aid creams 후시딘, whether they’re actually using Fucidin or not.

파스 (Pain Patch)

Named after Japan’s Salonpas, 파스 is used for all medicated pain patches. Whether you grab one at the pharmacy or convenience store, it’s just 파스. There is also a spray version which they call "물파스".

Tech & Electronics

폴라로이드 (Polaroid)

Even though Fuji’s Instax cameras dominate the Korean instant photo market today, most people still say “폴라로이드 사진” for any printed-on-the-spot photo.

컬러링 (Coloring)

SK Telecom branded their caller ringback tone feature as 컬러링, and it stuck. No matter the mobile carrier, everyone refers to that music-while-you-wait feature as 컬러링.

Office & Stationery

포스트잇 (Post-it)

Technically a trademark by 3M, 포스트잇 is the everyday word for sticky notes in Korea. You’ll hear it in schools, offices, and homes alike.

스카치테이프 (Scotch Tape)

Another 3M hit. 스카치테이프 has become the go-to word for any kind of clear tape.

호치키스 (Hotchkiss)

This one’s fun. 호치키스 is how Koreans say “stapler,” and it came through Japan, which borrowed the name from a U.S. brand over a century ago.

화이트 (White)

The Korean way of saying “white-out” correction fluid. If you’ve ever needed to fix a mistake in pen, you’ve probably borrowed someone’s 화이트.

크레파스 (Crepas)

Imported from Japan, this blend of “crayon + pastel” became 크레파스 in Korea. It’s used generically for all kinds of wax or oil-based coloring sticks.

샤프 (Sharp)

Mechanical pencils in Korea are commonly called 샤프, thanks to a Japanese company that originally coined the term. Students ask for “샤프” daily without ever thinking twice.

Vehicles & Machinery

포크레인 (Poclain)

Korea’s term for excavators comes from the French company Poclain. These days, it doesn’t matter what make or model—the average Korean construction worker will still call it a 포크레인.

봉고 (Bongo)

Mazda’s Bongo van became a Korean standard when Kia began making it domestically. Now 봉고차 just means any small passenger or utility van.

지프 (Jeep)

Post-Korean War, all rugged 4x4s were simply called 지프차, regardless of brand. The name lives on, especially among older generations and military service members.

Fashion & Apparel

버버리코트 (Burberry Coat)

Burberry’s trench coats were such a staple that any beige, belted coat is still called a 버버리코트 in Korea—even if it’s from Uniqlo or H&M.

어그부츠 (UGG Boots)

UGG’s furry boots inspired countless imitators. Koreans just call all of them 어그부츠, whether or not they’re actually from UGG.

So… Why Does This Happen?

Brand names becoming everyday language isn’t unique to Korea, but the depth and speed of this transformation is striking here. In a society that values efficiency, clarity, and convenience, catchy brand names often stick better than the long, technical terms they replace.

It’s also a linguistic shortcut. Instead of explaining “a glue stick that twists from the bottom,” why not just say “딱풀”?

For marketers, this might feel bittersweet—immense brand recognition, followed by a loss of legal control. For language lovers and Korean learners, though, it’s a fascinating window into how commerce shapes conversation.

💬 What about you?

Did you grow up calling all instant photos “Polaroid”? Have you ever borrowed a 호치키스 in class? Let me know which brand-names-turned-words surprised you most—or if you know more that belong on this list!