The Illusion of 'Cheap Authenticity' - Counterfeit Luxury Brands from China: The Dangerous Trend Spreading on TikTok and Its Impact

In April 2025, a video claiming "Luxury is made in China and can be bought cheaply factory-direct" went viral on TikTok, causing DHgate and Taobao to rise to the top of U.S. app stores. However, the main leather products of Hermès and Louis Vuitton are produced in European and American workshops, and many of the items shown in the "exposé" videos are counterfeit. According to the OECD, counterfeit goods trade accounted for 2.3% of global imports in 2021. In France, possessing or bringing in counterfeit goods can result in fines of one to two times the original price and up to three years in prison, with buyers also subject to penalties. Social media is polarized between skeptics who label these goods as "fake" and those who accept "replicas." With the U.S. imposing a 145% tariff and strengthening direct shipment monitoring, factory-direct purchases pose high risks in terms of tariffs, quality, and returns. Consumers should protect themselves by ensuring transparency in purchase channels, price fairness, physical details, and third-party authentication. Brands should fulfill their responsibility by making supply chains visible and standardizing authenticity verification.