Potential Infringement of LABUBU on E-commerce Platforms and Social Media

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On e-commerce platforms such as Taobao, Amazon, and Shopee, counterfeit LABUBU products are rampant. Some sellers use phrases like “same design” or “high-quality domestic edition” to market pirated items at prices far below the genuine article, drawing in large numbers of buyers. For example, on Amazon, several knock-off listings resembling LABUBU once occupied top search positions—though recent enforcement actions by the brand have led to nearly half of those listings being taken down. These counterfeits are often sold under obscured trademarks (e.g., “Lafufu”) or by evading keyword filters, making rights enforcement more difficult.

On social media platforms like Douyin and Instagram, infringement is equally serious. Many Douyin livestreams promote pirated LABUBU through “blind-box unboxing” videos, attracting viewers and selling fakes directly. On Instagram and TikTok, some overseas influencers showcase low-cost look-alikes, indirectly driving traffic to counterfeit products. These infringements not only damage the brand’s interests but also risk misleading consumers about LABUBU’s true quality.

Recommendations for Trademark Protection Strategy

To effectively address the current trademark-infringement challenges, the owner of the LABUBU brand should adopt the following protection strategies:

1. Accelerate global trademark registration:**

  For emerging markets where the mark is not yet registered (e.g., India, Brazil), prioritize filing applications to prevent squatters. At the same time, leverage the Madrid Protocol to obtain multi-country protection more cost-effectively and efficiently.

2. Strengthen monitoring of similar marks:**

  Use professional tools (such as the Kangxin IP Platform) to conduct regular, worldwide searches for confusingly similar mark applications. Promptly file oppositions or requests for invalidation. For any similar marks already registered, pursue cancellation actions through the courts to enforce your rights.

3. Enhance enforcement on e-commerce platforms:**

  Establish cooperation mechanisms with major e-commerce sites (e.g., Amazon, Taobao) to ensure rapid takedown of infringing listings. For “borderline” knock-offs that exploit near-identical trademarks, combine technical measures (such as image-recognition algorithms) with manual review to target and remove them precisely.

4. Govern social-media infringement:**

  On platforms like Douyin and TikTok, strengthen partnerships with platform operators and develop a dedicated governance plan to clamp down on infringing livestreams and short videos. Additionally, run genuine-product promotions and engage with fans to improve consumer ability to distinguish genuine LABUBU items.

5. Educate consumers and promote the brand:**

  Publish anti-counterfeiting guides via official channels to teach consumers how to spot fakes. Leverage LABUBU’s status as “social currency” in trend culture to launch creative marketing campaigns that build brand loyalty and shrink the market for counterfeits.

6. Combine legal and administrative measures:**

  In key jurisdictions (such as China and the United States), pursue both administrative complaints (e.g., reports to market-regulation authorities) and civil litigation against infringers. This dual approach holds violators accountable and creates a strong deterrent effect.

Conclusion

As a flagship of global trend culture, LABUBU’s trademark protection is not only the cornerstone of its brand development but also essential for maintaining consumer trust. Through comprehensive trademark planning, precise infringement monitoring, and multi-dimensional protection strategies, Pop Mart can reinforce LABUBU’s brand value amid fierce market competition and continue to drive innovation and growth in the trend-driven toy industry.