BEIJING – A wave of counterfeit Labubu toys has been uncovered across multiple regions in China, with customs officials seizing more than 46,000 fake items in a series of inspections. As the popularity of the scruffy, wide-eyed character Labubu continues to skyrocket, so too does the proliferation of imitation products flooding the market. Authorities are now sounding the alarm on what is being described as a growing black market targeting consumers and infringing on intellectual property rights.
Viral Popularity Drives Demand — and Fakes
Labubu, a devilish-looking yet endearing collectible figure created by Pop Mart, has gained immense popularity through celebrity endorsements, limited-edition releases, and the power of social media. The toy’s cult-like status has led to high demand for each new drop, often selling out within minutes.
But with exclusivity comes vulnerability. Collectors eager to get their hands on rare figures have become unwitting targets of counterfeiters and scalpers. These fakes, often dubbed “Lafufu” by collectors, closely mimic the appearance and packaging of genuine Labubu dolls, making them hard to distinguish.
Major Seizures Across China’s Customs Checkpoints
Chinese customs authorities have taken action in response to this growing issue. In one of the largest hauls, 20,599 counterfeit Labubu dolls were intercepted at the Hong Kong-Zhuhai-Macau Bridge checkpoint in Zhuhai, Guangdong province. The toys were packaged with unauthorized use of the Pop Mart logo and were found in export-bound trucks during routine inspections.
In Zhejiang province, customs officers in Ningbo uncovered 20,240 fake Labubu products while checking a batch of children’s toys and plastic household items.
Separately, at Shanghai Pudong Airport, customs authorities seized 5,961 counterfeit toys falsely labeled as “plush ornaments” in outbound express mail shipments.
Although exact dates were not provided for the Ningbo and Shanghai operations, officials noted that the seizures took place “recently.”
Authorities reminded exporters that accurate and truthful declarations are required by law. Offenders risk confiscation of goods, substantial fines, and in serious cases, criminal prosecution and potential imprisonment.
State Media Warns of Expanding Black Market Chain
The growing counterfeit problem has prompted Chinese state media to speak out. In a commentary published on the official WeChat account of the People’s Daily, concerns were raised about illegal profiteering and exploitation of consumer enthusiasm.
The article described a “black market chain” involving scalpers, high-imitation manufacturers, and unethical sellers. In some cases, scalpers have allegedly used bots or automated systems to snap up genuine limited-edition Labubu dolls, which they then mix with high-quality fakes for resale on secondary platforms.
The commentary referenced recent enforcement actions in Zhejiang, where multiple criminal operations were dismantled for manufacturing and distributing counterfeit toys. The secondary market for Labubu figures was also highlighted, with a life-sized Labubu recently sold at a Beijing auction for 1.08 million yuan (about US$150,000), further intensifying demand and encouraging unethical reselling practices.
Consumer Risks and Brand Damage
According to the People’s Daily, this unchecked counterfeit ecosystem undermines Pop Mart’s intellectual property, damages the brand’s credibility, and puts unsuspecting buyers at risk. Many consumers are now unable to easily identify genuine Labubu figures, especially when high-quality imitations are involved.
Some vendors are even marketing fake toys under misleading labels such as “affordable alternatives” or “one-to-one replicas,” blurring the line between imitation and fraud.
The editorial emphasized the urgent need for consumer protection and intellectual property enforcement. It called on online platforms to improve merchant vetting, penalize the sale of counterfeit goods, and safeguard the rights of legitimate consumers.
Regulatory Response and Industry Implications
The situation surrounding Labubu fakes serves as a broader cautionary tale for brands navigating the rapidly evolving collectible and toy market. With popularity comes risk, and counterfeiters are increasingly sophisticated in both manufacturing and distribution.
Authorities in China are now being urged to step up efforts in intellectual property enforcement, enhance consumer education, and implement stricter penalties for those involved in counterfeit operations.
The Pop Mart Labubu phenomenon, while emblematic of consumer passion and brand success, also reveals the darker side of viral popularity — one where imitation can hurt both producers and fans alike.
Final Thoughts
As China clamps down on counterfeit Labubu toys, consumers are advised to purchase only from authorized retailers and report suspicious listings. The case also serves as a reminder for brands to protect their IP assets, collaborate with enforcement bodies, and maintain transparency with loyal buyers.
The battle between authenticity and imitation is far from over, but with coordinated efforts, a more trustworthy market can be restored — one where genuine collectors get what they pay for, and creators are rightly rewarded for their innovation.
