IN-N-OUT BURGER’s flash open, why?

IN-N-OUT BURGER, opened pop-up store in Gangnam, South Korea.

IN-N-OUT BURGER, a famous American burger brand, opened a pop-up store (temporary store) in Gangnam, South Korea. Unlike the US, there is no formal store in Korea yet, but it was so popular that the waiting list was exhausted on the first morning of opening of the temporary shop. So many people are expecting to see a formal IN-N-OUT BURGER in Korea, and there are opinions that there will be another intention to keep opening the pop-up store only.

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Pop-up store that opens just before being forgotten,

This is not the first time IN-N-OUT BURGER has opened a pop-up store. In 2012 and 2016, they opened a pop-up store like this. It is said that selling product in a pop-up store once in a few years is to prevent the extinction of the trademark right. That is, IN-N-OUT BURGER opens a pop-up store once every three years to keep the trademark rights after the trademark has been acquired in Korea in 2012.

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Cancellation policy of trademark right,

Unlike patent rights, trademark rights can be canceled if they are not used for a certain period of time. As trademark right is not aimed at protection of technology by R&D like patent rights, it can be subject to cancellation by others under trademark law if not used for three years after trademark registration. In order to prevent the cancellation of the trademark by IN-N-OUT BURGER, it is the opinion of the concerned people that the trademark was used once in the form of a pop-up store once in 2016 three years after the registration in 2012.

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What is the real intention of IN-N-OUT BURGER?

It seems to be convincing that it is a pop-up store to defend the trademark because there is a part that is strangely matched with the period of 'three years' which is the requirement to keep the trademark right. But like many people’s wish, this event may be a preliminary event for the IN-N-OUT BURGER to be officially open in Korea. IN-N-OUT BURGER will only know the truth of the pop-up store event once every three years.