Labubu vs. Lafufu: How a viral toy unleashed a global wave of counterfeits Merca2.0
The Labubu phenomenon, the collectible toy that took over social media in 2025, became one of the clearest examples of how digital virality can trigger a global counterfeiting crisis. What began as a fashion accessory boosted by celebrities and TikTok ended up opening the door to a parallel market of imitations known as “Lafufus” or “Chafubus”, even raising health, legal, and commercial alerts across different countries.
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How Did Labubu Go from Viral Toy to Counterfeit Target?
Labubu reached explosive popularity in early 2025, when public figures such as Lisa from BLACKPINK, Rosé, and Rihanna were seen wearing the character’s charms. The combination of scarcity, distinctive aesthetics, and digital belonging quickly transformed it into a status symbol on social media.
However, demand far exceeded supply. For many consumers, obtaining an original Labubu became nearly impossible — the perfect scenario for counterfeiting networks to react quickly. According to Statista, counterfeiters seized the moment and began producing unofficial versions that the internet itself dubbed “Lafufus.”
What Are “Lafufus” and Why Did They Go Viral?
Unlike other counterfeit products, Lafufus did not circulate as silent knockoffs. Their low quality, noticeable differences, and blind-box-style packaging meant many buyers discovered the fake only after opening them.
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Instead of stopping the trend, this amplified it. Users began sharing unboxing videos, reviews, and reactions on social media, creating a digital subculture that normalized — and sometimes even celebrated — the purchase of fake versions. In some cases, the outcome was humorous; in others, it raised concerns about product safety.
The Labubu case illustrates a broader trend: viral products create the perfect conditions for counterfeiting. According to the report, high visibility and urgency to participate in a trend push consumers to prioritize availability and price over authenticity.
In the toy sector, this is particularly sensitive. Operating outside regulatory frameworks, many counterfeit products do not meet safety standards, increasing risks for children and families.
How Many Fake Labubus Have Been Seized Worldwide?
The figures reveal the magnitude of the problem. Statista reports that in 2025, 259,000 fake Labubu dolls were seized at the UK border, representing 90% of counterfeit toy confiscations. Additionally, 9,000 units were intercepted at the Poland-Germany border in August. Another 11,000 fake toys were shipped from South Korea to the United States.
Finally, Dutch customs authorities confiscated more than 400,000 counterfeit dolls since March of that same year.
These seizures position Labubu as one of the most visible toy counterfeiting cases on a global scale.
What Health Risks Do Counterfeit Labubus Pose?
Beyond economic and brand impact, the biggest concern lies in consumer safety. In September 2025, nearly a quarter of a million fake dolls were detained in the UK after harmful chemicals were detected in their manufacturing.
Meanwhile, the U.S. Consumer Product Safety Commission issued warnings about “lookalike Labubus”, noting that these products can easily come apart and create choking hazards for young children.
Pop Mart, the company behind Labubu, responded with a preventive legal strategy. The company registered the trademark “Lafufu” as a defensive trademark, a practice used to prevent third parties from commercially appropriating the name and aesthetic.
Statista suggests that beyond legal action, Pop Mart may be forced to increase Labubu production to reduce consumer reliance on counterfeit markets and regain control of the product narrative.
What Is Pop Mart?
To understand why Labubu became one of the most counterfeited toys in the world in 2025, it is essential to look at the company that brought it to the center of global pop culture: Pop Mart. The brand recorded revenues of 13.038 billion yuan in 2024 and 13.876 billion yuan in the first half of 2025 alone.
Founded in China 15 years ago, Pop Mart evolved from a designer toy brand into a global entertainment player built around intellectual property. Its business model — centered on blind boxes, artist collaborations, and visual storytelling — has transformed collectible figures into aspirational cultural symbols, particularly among Gen Z and millennials.
Currently, Pop Mart operates more than 550 stores in 30 countries, along with over 2,300 Robo Shops, blind-box vending machines located in shopping malls, airports, and high-traffic areas. This physical and digital omnipresence largely explains the speed at which Labubu spread across social media and international markets.
Who Created Labubu and What Is The Monsters?
Labubu was created in 2015 by Hong Kong artist Kasing Lung as part of the The Monsters collection — a line that breaks away from traditional children’s toy aesthetics in favor of characters that are adorable, unsettling, and emotional at the same time.
Although Pop Mart began commercially producing Labubu in 2019, the real turning point came in April 2024, when Lisa, member of BLACKPINK, was photographed with a Labubu keychain on her handbag. From that moment on, the character became a global object of desire, propelled by TikTok, Instagram, and celebrity culture.
The impact was immediate: in the first half of 2025, The Monsters accounted for 37.5% of all Pop Mart sales, compared to 5.8% in 2023 — a surge that explains both the commercial success and the growing interest from counterfeiters.
Labubu’s cultural phenomenon reached a new level of mainstream validation on November 27, 2025, when Pop Mart and Labubu debuted in the Macy’s Thanksgiving Day Parade, one of the most-watched televised events in the United States.
