By XiaoXue Xiang
In an extensive enforcement action targeting counterfeit exports, customs officers at the Hong Kong-Zhuhai-Macao Bridge have intercepted and seized more than 20,000 fake toys and collectibles bearing unauthorized designs linked to the popular POP MART brand.
The operation, conducted by Gongbei Customs, marks one of the largest recent cases of intellectual property infringement involving cross-border e-commerce shipments.
Three Separate Batches, One Brand Under Fire
The seizures took place over the course of a single day on June 12, when customs inspectors at the outbound freight checkpoint examined several trucks scheduled for export. The inspections uncovered a large volume of suspicious goods:
In the early hours of the morning, customs discovered over 10,000 blind boxes and plush toys in plain cardboard boxes. While some were explicitly labeled with the POP MART logo, most bore striking resemblance to LABUBU, one of the brand’s most popular and recognizable characters.
Later that same day, two additional trucks were stopped and found to be transporting 7,700 and 2,400 similar items respectively.
Across the three shipments, a total of 20,599 suspected counterfeit items were seized.
Unauthorized Use of POP MART IP Confirmed
POP MART’s intellectual property team confirmed that none of the items had been produced or distributed with their permission. The goods infringed on the company’s trademark rights and copyrights, particularly concerning character designs and brand identifiers.
Because POP MART had filed for customs IP protection in advance, officials were able to act swiftly. The case is now under further administrative processing, and the infringing items may be destroyed or used as evidence in future proceedings.
Why LABUBU? China’s Cute Culture Goes Viral
At the heart of this seizure lies LABUBU, a mischievous, big-eyed forest creature from the "THE MONSTERS" series, originally designed by artist Kasing Lung. LABUBU has become a viral sensation in China, capturing the imagination of Gen Z and millennial consumers with its quirky expressions, collectible appeal, and broad presence across platforms like Xiaohongshu (Red Note), Douyin (TikTok), and Weibo.
Labubu, first introduced in 2015 with "Monsters" figurines, gained wider recognition in 2019 following a collaboration with Pop Mart. This partnership boosted Labubu's popularity among collectors. By 2025, Labubu had released over 300 different Labubu figurines, ranging in size and price, from $15 for a three-inch vinyl figure to $960 for a 31-inch "mega" edition. In June, a four-foot-tall mint-green Labubu was sold for $170,000 at the first official Labubu auction held in Beijing. Blind box drops featuring LABUBU frequently sell out within seconds, and long lines often form outside POP MART retail stores for limited-edition releases.
This massive consumer demand has unfortunately made LABUBU a prime target for counterfeiters, particularly in the online cross-border space.
What the Law Says
According to China’s Customs Law, exporters and their agents are required to disclose whether their goods involve intellectual property rights and must provide documentation if the goods make use of any protected IP.
Exporting counterfeit or infringing goods can lead to:
Confiscation of the infringing products
Administrative penalties or fines
Criminal charges if the case meets the threshold for prosecution
A Wake-Up Call for Exporters and Platforms
This seizure highlights the growing scrutiny applied to outbound shipments, particularly in sectors like toys, fashion, and consumer electronics. Exporters relying on platforms like AliExpress, TEMU, or TikTok Shop are increasingly being held accountable for IP violations, even before goods leave China.
For legitimate businesses, this case underscores the importance of IP compliance, product verification, and working with licensed partners.
For IP owners, it also shows the value of proactive rights registration and customs recordal as key tools for enforcement.
For information on how to make a customs IP filing, or if you wish to prevent your brand from being infringed in cross-border exports, feel free to contact Allasya Law & IP for professional support.