July 17, 2025 Copyright ©️ 2025 by goldkeen International Patent & Trademark Joint Office
POP MART recently applied to register the trademark "Lafufu" with the Hong Kong Intellectual Property Department. It is reported that this move is a form of proactive defense aimed at combating infringement.
As "Labubu" has skyrocketed in popularity worldwide, counterfeit versions such as "Lafufu" have emerged. The "Lafufu" character features a bizarre, dark-humor design and mimics the style of Skullpanda. Unexpectedly, it gained viral attention on social media, catching the eye of POP MART's official team.
In response, POP MART took action by filing a trademark application for "Lafufu," marking the beginning of a calculated brand strategy and legal maneuver.
From Knockoff to Official?The Brand Consolidation Strategy Behind the Trademark Application
In response to Lafufu’s unofficial rise to fame, POP MART didn’t rush to take legal action. Instead, it appears to be subtly choosing to “absorb” this already popular character. By swiftly applying for a trademark—and possibly planning to commercialize it—POP MART is executing a strategic move.
This approach of turning grassroots creations into official IP and then using trademarks to lock down market control is uncommon, but undeniably clever. For POP MART, it’s not just about protection—it’s about seizing the initiative and asserting brand dominance through a calculated positioning strategy.
Trademark Application = Brand Preemptive Strike
According to Article 18 of the Taiwan Trademark Act, trademarks operate under a registration system—meaning whoever applies first gets the exclusive rights. In other words, if you create a name or design but don’t register it, and someone else registers it before you, you could end up being the infringer, even if your creation became popular first.
Although there are remedies such as filing oppositions or invalidation requests, these processes are time-consuming, costly, and energy-draining, with no guaranteed outcome. You might still lose your rights in the end.
Why Do Brands Need to Apply for Trademarks?
Applying for a trademark isn’t just about preventing copycats—it’s the property certificate of IP management:
✔️ Can be used for licensing, sales, or co-branding
✔️ Grants the right to exclude others from using identical or similar marks
✔️ Enables enforcement actions against counterfeits and claims for damages
✔️ Provides a legal foundation for litigation
Something every creator and brand must know:
Even if you're a small startup, and even if it's not your main product, brand, or character—you should still apply for a separate trademark. Because:
- Different characters under the same IP can each have their own commercial value.
- If not registered, they may be trademarked by others or face usage restrictions.
- In Taiwan, a trademark that hasn’t been used for 3 years may even be revoked.
If you plan to register a graphic trademark, it’s best to first register the graphic for copyright.
Trademark protection is limited by specific classes, whereas copyright is not. This gives you broader protection if someone tries to register your logo in a different class later on.
If you discover that someone has applied for a trademark using your graphic logo in another class, you can file an opposition or request for invalidation—preventing their trademark from being approved.
Conclusion:
A trademark is the moat in the era of IP—not just a decorative label.
POP MART’s trademark application for “Lafufu” is more than just a brand defense move—it’s a warning:
Whether you're a creator, designer, or brand owner—
if you don’t register your trademark, everything you own could vanish in an instant.
Want to know how to protect your character?
Curious about the trademark or copyright registration process and costs?
Wondering how to prevent your trademark from being revoked?
Contact us now at Goldkeen IP Consulting — Goldkeen protects your ideas with precision!
Let us help you turn creativity into assets and safeguard every bit of your IP value.
