Labu-WHO?

The Lafufu toy has been getting more attention overseas recently. 

No, it is not a spelling mistake. You read it right. It is called “Lafufu”.

Before we talk about Lafufu, let us go back to “Labubu”.

Labubu is the popular art toy created by Kasing Lung. It shot to fame when Blackpink member Lisa shared an Instagram story featuring herself holding a giant Labubu plush toy, along with another showing a Labubu charm. Fans love Labubu, especially limited-edition ones. These toys are often resold for hundreds of dollars.

Now comes Lafufu, a counterfeit and copy version of Labubu. Some call it the “ugly sister” or “cousin” of Labubu. Most of the time, it is easy to spot a Lafufu. The smile is crooked, the paint job is poor, the stitching is messy, and the fur is uneven. The flaws are clear. But somehow, it has its own fan base. People are buying them as a joke, with some even collecting them as a different category of collectible. Lafufu is an example of how counterfeits can take on a life of their own. This is an example of how the culture is changing. It is not necessarily about ownership. Consumers and fans want to be part of something, part of an ongoing culture or trend, and ownership of the real thing may not be necessary. They make memes, jokes, or their own versions or interpretations of the current trend.

While some buyers knowingly buy Lafufu, there are others who buy it by mistake, thinking it is the real Labubu. The issue here is not just about lost sales. It confuses buyers and hurts the original brand. A parent might buy a Lafufu for their child without knowing it is fake. Or a young person may save up to buy a Labubu and end up with a Lafufu. If the toy looks bad or falls apart, the confused buyer may think the Labubu brand toy is poor quality, even though it is not.

From a legal and enforcement point of view, it is extremely difficult to stop the spread of Lafufus, even with strong IP protection. Enforcing rights on fast-moving platforms such as Shopee, Lazada, Amazon, and TikTok Shop, and on other social media, is not straightforward. It takes time and effort to keep track, send takedown requests, and take legal action, and often it involves multiple jurisdictions, with different laws and obligations to comply with in order to enforce the rights, which is often very costly and time-consuming.

While some people may think that this is not a serious matter given that it is related to a toy and does not pose consumer risk, the consequences of counterfeits are far more severe in other industries. When fake goods involve items like pharmaceuticals, cosmetics, or food products, the risk may shift from mere brand damage or dilution to potential consumer harm or even life-threatening consequences. Irrespective of industry or type of product offered, consumers may stop trusting the well-known brands and may shift focus or turn to smaller or lesser-known brands where quality and standards may be guaranteed, particularly where counterfeits for lesser-known brands may not be so common. The impact on well-known brands could be more severe under such circumstances. 

This underscores why brand owners, regardless of industry, must take proactive IP enforcement seriously, not just to protect commercial interests, but to ensure public safety.