In the vibrant world of collectible designer toys, few characters have captured hearts—and headlines—like the Labubu. But with fame also comes imitation. The emergence of the controversial knockoff Lafufu has sparked a legal firestorm.
What Is Labubu?
Labubu is the brainchild of Hong Kong-born artist Kasing Lung. Lung introduced Labubu, which was inspired by Nordic folklore, in 2015. With its scruffy fur, oversized ears, and mischievous grin with nine sharp teeth, Labubu toys quickly became a standout figure in the designer toy scene. In 2019, Lung partnered Pop Mart, a Chinese toy retailer, which boosted popularity among toy collectors. Pop Mart is known for its blind-box packaging strategy. This collaboration catapulted Labubu into the mainstream, especially across East and Southeast Asia.
Labubu’s popularity exploded in April 2024 when Lisa of the group BLACKPINK posted a photo with a Labubu, sparking a viral trend. Influencers and fans began sharing their collections, dressing the toys in custom outfits, and sharing unboxing videos that fueled the hype.
Enter Lafufu: The “Ugly-Cute” Counterfeit
As Labubu’s fame grew, of course, so did the emergence of counterfeits. Among them, Lafufu stood out—not for its quality, but for its exaggerated, chaotic design. With lopsided eyes, grotesque features, and a bizarre charm, Lafufu became a viral sensation on TikTok and Instagram. But Lafufu’s popularity came at a cost. Pop Mart alleged that Lafufu toys were indistinguishable from Labubu figures, infringing on trademarks, copyrights, and trade dress. In July 2025, Pop Mart filed a lawsuit in California against 7-Eleven and several of their franchisees, accusing them of selling counterfeit Labubu products—including Lafufus.
The Legal Battle: IP Protection in the Age of Virality
Pop Mart’s legal strategy is multifaceted. In addition to the lawsuit, the company filed trademark applications in Hong Kong and China for “Lafufu” to preempt brand squatting and to assert control over derivative names. Notably, Trademark law in China follows a “first to file” system, so even though Labubu wasn’t the first company to use the term Lafufu, it was the first to file and may be able to prevent use of the name Lafufu by the counterfeit producers of Lafufu. The case underscores the importance of consumer confusion and brand equity in IP law, especially when superficial design tweaks mask deeper imitation.
Additionally, authorities have raised concerns about safety. For example, in Wales hundreds of fake Labubu-style dolls were seized due to toxic materials and fire hazards. The U.S. Consumer Product Safety Commission issued warnings about choking risks from Lafufu dolls, highlighting the dangers of unregulated knockoffs.
Conclusion: Lessons from the Lafufu Moment
The Lafufu saga is more than a legal dispute—it reflects how digital culture, consumer behavior, and intellectual property intersect in today’s marketplace. For creators and brands, it is a reminder to protect their work proactively. For consumers, it’s a call to consider the ethics behind the trends they embrace. As Labubu continues to charm collectors worldwide, the journey and the challenges it faces offer valuable insights into the evolving landscape of pop culture and IP law. One thing is certain, the Labubu battle has just begun.
If you have questions on how to protect your intellectual property best, work with an experienced IP attorney.
