Temu strengthens intellectual property protection, expanding pre-monitoring to 15,000 brands

Jul 16, 2026, 09:59 am

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Temu strengthens intellectual property protection, expanding its brand protection scope threefold. / Courtesy of Temu

Temu has reinforced its intellectual property (IP) protection system, expanding the number of brands subject to proactive monitoring threefold to approximately 15,000.

According to Temu's 2026 Intellectual Property Protection Report released on the 16th, the number of suspected infringing products removed through proactive detection on the platform between June last year and May this year was 331 times higher than those removed via post-reporting. This is a significant increase from the previous year's ratio of approximately 200 to 1.

Temu has further sophisticated its monitoring system to block IP infringement in advance. Its detection database consists of over 47 million images and 9.5 million keywords, with image data expanding more than ninefold compared to the previous year. The company explained that IP-related reports are processed within an average of 24 hours.

Using its proprietary screening technology and professional review personnel, the company inspects potential IP infringement throughout the entire process before and after product registration. In particular, it stated that the proactive detection system helps ease the burden of rights protection for small and medium-sized enterprises (SMEs) that may struggle to maintain dedicated in-house teams.

Seller management has also been strengthened. Following the implementation of identity verification procedures prior to platform registration, more than 40% of new applicants failed the screening and were denied entry over the past year. Additionally, the company shut down approximately 16,000 seller stores found to have repeatedly infringed on intellectual property rights.

Continuous monitoring remains in place even after products are listed. If a user enters search terms like fake, imitation, or counterfeit, the platform displays a warning message about the risks of counterfeit goods instead of search results, blocking an average of over 80,000 related searches daily.

Partnership with brands is expanding as well. Through the Brand Guardian Initiative launched in April 2024, Temu integrates trademark and IP information from brands into its platform monitoring system. Currently, more than 3,000 brands, including about 500 SMEs, participate in the program. These brands receive dedicated support and enforcement updates regardless of whether they sell on the platform.

In South Korea, Temu recently signed a memorandum of understanding (MOU) with the Korea Intellectual Property Protection Agency (KOIPA) to establish a cooperative framework for protecting the IP of Korean brands. The two sides plan to jointly respond to infringement cases through a dedicated communication channel and continue collaboration to verify the authenticity and rights of K-brands.

Global cooperation has also broadened. Over the past year, the number of IP-related institutions and associations partnering with Temu nearly doubled to more than 130. Temu joined the International AntiCounterfeiting Coalition (IACC) in April this year and continues to cooperate with domestic and international IP organizations, including the International Trademark Association (INTA) and the Union des Fabricants (UNIFAB) in France.

Our goal is to block potential infringement before any damage is caused to brand owners, a Temu representative said. We will continue to expand our investments in technology, personnel, and partnerships to build a reliable IP protection framework.

Jeong Moon-kyung

#Temu