Pop Mart enters Brazil to fight Labubu counterfeit market

Brazilian Labubu buyers are finally getting a direct official route, and that changes the hunt immediately. Pop Mart has opened a subsidiary in Brazil, with online sales planned for the coming months and physical stores expected in the second half of 2026, a shift aimed at cutting off the fake figures that have flooded shopping centers and mainstream retail channels.

The company’s first major local move was legal: on March 30, Pop Mart filed an emergency injunction in São Paulo to stop sales of unauthorized Labubu replicas and other Pop Mart characters. The action targeted AllMini, a retail chain with 25 units across five Brazilian states. AllMini said it was not formally aware of the lawsuit and would comment after official service. For collectors, that lawsuit matters as much as the store rollout, because it signals that official supply and enforcement are arriving together.

Until now, genuine Labubu products in Brazil were mostly limited to direct-import websites and a small number of physical stores, including Ri Happy. That narrow distribution helped create a messy market where buyers had to guess whether a figure came from an authorized channel or from one of the many lookalikes being sold at lower prices. Once Pop Mart’s own online shop goes live, and later its physical stores, the clearest authenticity cue will be the source of purchase itself: official Pop Mart channels first, then the small list of authorized retailers.

Pop Mart has been laying the legal groundwork for years. Trademark protection efforts in Brazil began in 2021, the Instituto Nacional da Propriedade Industrial granted recognition in 2023, and in 2024 the company expanded its filings to cover Labubu and The Monsters. That sequence makes the current launch less like a sudden arrival than a long-built crackdown on a market that had already learned to trade on Labubu’s name.

The timing is hard to miss. Google identified Labubu as the most searched product by Brazilian users in 2025, showing how deeply the character had already cut into local pop-culture shopping. Pop Mart’s own global numbers explain why Brazil now matters so much: 2025 revenue reached 37.12 billion yuan, and The Monsters, the franchise that includes Labubu, generated 14.16 billion yuan and became the company’s first IP to top 10 billion yuan in annual revenue. If the official rollout lands as planned, it could reset Brazil’s resale scene by making fakes easier to spot, harder to move, and far less central to the way fans buy Labubu.