Overview

• A coordinated TikTok campaign has amassed over 2 billion views globally, featuring videos claiming high-end goods like Hermès Birkin bags are made in Chinese factories for far less than retail prices.
• The campaign asserts that 80% of global luxury products are manufactured in China, alleging lifted confidentiality agreements by the Chinese government in response to U.S. tariffs.
• Hermès has responded by announcing U.S. price hikes, while LVMH shares have declined, reflecting growing scrutiny over the campaign's authenticity and its impact on the luxury market.
• Analysts suggest the operation is politically motivated, framing it as a response to U.S.-China trade tensions rather than a genuine marketing effort.
• TikTok has removed some videos under its counterfeit policy, but many remain widely shared due to viral resharing, highlighting platform moderation challenges.