"The real check bubu is a camp step by step, and the sharp eye identifies fake dolls to guard inch by inch." ——In July this year, Bubble Mart International Group (hereinafter referred to as Pop Mart) presented a pennant to Beijing Customs, which is full of gratitude to Beijing Customs for the intellectual property protection work of Beijing Customs.

Since 2024, the Chinese trendy toy Labubu has gradually stood on the world stage, attracting global attention, and many overseas fans lined up all night just to have an "ugly cute" doll from China. However, with the popularity of products around the world, intellectual property infringement has become an undercurrent encountered by enterprises "going overseas".

Labubu is from Pop Mart, a cultural and creative enterprise in Beijing. Since the beginning of this year, Beijing Customs has provided targeted services for the phenomenon of infringing and counterfeit products in the overseas markets of key cultural and creative enterprises, helping enterprises make full use of facilitation policies such as customs protection and filing of intellectual property rights and general guarantees, reducing the cost of enterprise rights protection and improving protection efficiency; Innovate the cross-regional cooperation model, cooperate with key port customs across the country to carry out coordinated law enforcement, intercept import and export infringing goods, and escort Chinese cultural and creative brands to explore overseas markets. In October this year, this practice was selected as the fourth batch of typical cases of building an intellectual property power.

Customs protection of intellectual property rights, that is, customs take the initiative to inspect or detain suspected infringing goods upon application in the entry and exit links, and stop intellectual property infringement, which is of great significance to support and protect innovation. "Last year, we learned during our investigation that infringing and counterfeit products appeared in Pop Mart's domestic market, which spilled overseas, and enterprises urgently needed customs support." According to the relevant person in charge of Beijing Customs, since the beginning of this year, Beijing Customs has found that many batches of goods that infringe on Pop Mart's intellectual property rights have been exported through multiple channels such as passenger carrying, cargo transportation, and international express mail. In view of the lack of experience in intellectual property protection and insufficient rights protection force of enterprises, Beijing Customs carried out the activity of "Customs Chief Sending Policies to Door", set up a special work class to connect with enterprises face-to-face more than 20 times, and carefully analyzed the infringement trend. At the same time, Beijing Customs guides enterprises to improve the customs filing layout of intellectual property rights, and continuously updates the filing layout based on factors such as the process of market development, IP popularity, and infringement risks. In addition, Beijing Customs also assists enterprises in applying for a general guarantee for customs protection of intellectual property rights, greatly improving protection efficiency. In the past year, Pop Mart's intellectual property filings in the General Administration of Customs have expanded from 1 to 206; Since the approval of the General Administration of Customs, the general guarantee of intellectual property rights has saved millions of yuan for enterprises.

The production, sales, entry and exit places of infringing goods involving Pop Mart are distributed in many regions of the country, and ports, channels and routes continue to spread "drift". In order to improve the accuracy of interception, Beijing Customs continues to weave a national joint defense network. Under the guidance of the General Administration of Customs, Beijing Customs has innovated a cross-customs cooperation mechanism, notified more than 140 information clues to the customs at key ports, and issued control instructions across the country to form a joint force. At the same time, in view of the interweaving of infringement phenomena in Bubble Mart's domestic and foreign markets, online and offline channels, Beijing Customs has deepened cooperation with Beijing Municipal Intellectual Property, Market Supervision, Cultural Law Enforcement and other departments to promote comprehensive management and implement omni-channel and full-chain crackdowns on counterfeiting and sales. In addition, Beijing Customs has also cooperated with the China Asian Economic Development Association and the China Trademark Association to remind more enterprises to do a good job in the overseas layout of intellectual property rights and improve their ability to prevent and respond to infringement risks.

In the first three quarters of this year, Beijing Customs seized more than 114,000 goods suspected of infringing on the trademark rights and copyrights of Pop Mart, helping customs across the country intercept millions of goods. In the first half of 2025, Pop Mart's overseas market revenue will reach 5.59 billion yuan, a year-on-year surge of 439.6%. Pop Mart sent a letter to thank Beijing Customs: "It has built a solid and reliable barrier for the company's global development, so that enterprises can feel at ease and gain confidence in the journey of opening up the international market."

Service Pop Mart is a microcosm of Beijing Customs' help to help Chinese cultural and creative brands go global. In recent years, Beijing Customs has taken the initiative to meet the development needs of new quality productivity in the fields of science and technology, foreign trade, culture and creativity, and tailored service plans to facilitate the efficient protection of enterprises' rights. Up to now, Beijing Customs has taken the initiative to connect with cultural and creative enterprises such as Guangguang Media, Cocoa Bean Animation, and 52TOYS, and guided the rapid handling of 56 intellectual property customs protection records such as "Nezha's Devil Boy in the Sea", so that more national tide cultural and creative "going overseas" enterprises can benefit. In the first three quarters of this year, Beijing added 937 new applications for customs protection of intellectual property rights, a year-on-year increase of 154.6%.

The relevant person in charge of Beijing Customs said that in the next step, Beijing Customs will make new contributions to cultivating new momentum for foreign trade development, enhancing national cultural soft power, and serving high-quality development and high-level opening up with more solid and effective customs protection of intellectual property rights.