If you follow global trends in toys and collectible figures even a little, you’ve likely heard of LABUBU—the funny, slightly mischievous little monsters from Pop Mart that have become a true cultural phenomenon for millions of fans. However, massive success always attracts those who want to profit off someone else’s fame.

Recently, a whole tsunami of fakes hit the internet, which fans and resellers humorously dubbed “LAFUFU.” The story could have remained mere amusing online slang, had a Chinese clone manufacturer not taken a daring step—officially registering the name “LAFUFU” as its own trademark in the US.

However, this venture failed. Pop Mart Corporation launched an intellectual property counteroffensive, giving other brands a masterclass in business protection.

From Fake Name to Lawsuit

Usually, the fight against counterfeits is boring: companies hunt for underground factories, block sellers on Amazon, or seize contraband at customs. But in LABUBU’s case, the situation turned out much more interesting:

The name LAFUFU was born on social media as a fake “alias” for counterfeits. A Shenzhen-based company decided the popular term was up for grabs and filed an application to register the LAFUFU toy brand with the US Patent and Trademark Office (USPTO). The creators of the original monsters didn’t wait for the fake brand to hit stores; they challenged the registration immediately. Since the counterfeiters didn’t even risk showing up in court, the LAFUFU registration was officially canceled due to the defendant’s default.

Why Is This an Important Precedent for All Businesses?

The main lesson of this story is the preemptive strike. Pop Mart didn’t wait for the market to be flooded with officially registered “legal fakes.” They cut off the counterfeit’s oxygen right at the paperwork stage.

Moreover, Pop Mart began patenting and blocking any similar name variations. Lawsuits are already pending in court against fake “relatives” like AMLABUBU and KOALABUBU.

The Brand Protection 2.0 Formula:

• Monitor slang, not just direct copies: Keep an eye on the names fans and pirates invent on TikTok or Instagram.

• Strike preemptively: Block competitors’ IP applications before they obtain official status.

• Take a comprehensive approach: Combine traditional warehouse raids with legal warfare over trademark names.

In the world of viral trends, victory goes not only to the one who creates a cool product, but also to the one who knows how to protect the linguistic memes around it in time. The popular LABUBU monsters have proven this in practice.

Founder of Research & Patent group Intectica, author of patent algorithms for solving problems in the pharmaceutical industry, patent attorney certified in all intellectual property objects (Patents, Design, TM), with education in chemistry and law, chief expert of the patent institution of Ukraine UKRPATENT (1997-2004). Member of international organizations, including ECTA, PTMG, UAM, lecturer and blogger.