Busting counterfeits: How customs experts in Tokyo spot fake imports

The Mainichi

29-06-2025

TOKYO -- Suspensions of imports of counterfeit brand-name goods and other such items surpassed 33,000 cases in Japan in 2024, a record high. The estimated combined price of these goods, if they were genuine, would reach approximately 28.2 billion yen (some $196 million). The Mainichi Shimbun examined frontline border control efforts aimed to detect counterfeit products, which are becoming increasingly sophisticated.
Customs authorities are responsible for intercepting illegally imported goods at airports and ports. They target not only illegal drugs and hazardous materials but also keep a close eye on counterfeit items such as fake brand-name goods and character merchandise infringing on intellectual property rights such as trademarks and copyrights.
According to the Ministry of Finance, the number of import suspensions for counterfeit goods in 2024 increased by 4.3% compared to the previous year, reaching 33,019 cases. Following amendments to the Customs Act in 2022, individual imports via online shopping sites have also become subject to regulation, contributing to the rising trend. By category, clothing topped the list of suspended imports, accounting for 31.1% of cases, followed by bags at 19.3% and footwear at 11.2%, indicating everyday items were common. Over 90% of these cases involved trademark infringements, such as with fake brand-name products.
Importance of smell and appearance
When importing goods as cargo from abroad, importers must declare them to customs. At the Tokyo Customs office in the coastal area of the capital's Koto Ward, dozens of suspected counterfeit items arrive daily from Tokyo Port as well as from Haneda and Narita airports. The customs office has a group of professionals who inspect these goods by hand to determine their authenticity.
"Ugh, this has a strange smell," said Sakia Jitta, 31, who works in the Intellectual Property Division at Tokyo Customs, as she leaned in to sniff a tote bag featuring the logo of a famous brand. Indeed, when this reporter was allowed to sniff the bag, a sharp chemical odor hit my nose.
Smell is a key method for identifying counterfeit goods. In the case of leather bags, genuine products have "a nice leather smell," according to Takuya Yoneda from the same division. Counterfeit products, on the other hand, often have unusual odors such as those reminiscent of chemicals or fish.
Naturally, the appearance of the item is also an important factor. I was shown a pair of sneakers that were suspected to be counterfeits of a major sports brand. They looked ordinary at first glance, but upon removing the insoles, there were loose threads sticking out from the seams. The stitching was rough, and the shoebox had dents in it.
Caution over awkward Japanese
Another key clue is the sense of something being "off," developed through daily experience handling counterfeit goods. Not only the items themselves but other signs of shoddiness such as accompanying manuals with poor Japanese or incorrect characters can be red flags, officials say.
Information provided by companies can often aid in identifying counterfeits. Businesses that own brands or characters and copyright holders can file a complaint in advance to request the suspension of imports if they suspect counterfeit goods may enter the country.
The specific identification points that companies submit to customs to distinguish genuine products from counterfeits are also used for border control measures. Officials say some companies even visit customs to provide explanations directly.
When in doubt, it's important not to shoulder the burden alone. Jitta points out that customs suspensions involve "halting someone's property rights," and come with a heavy responsibility. Next to the desk of Jitta and her colleagues is a dedicated team of about 40 people who provide consultation to customs officials nationwide.
If these professionals determine that an item is likely counterfeit, customs notifies the importer and the company or other party holding intellectual property rights. If the goods are deemed to be counterfeit after considering both parties' opinions, customs will confiscate and dispose of them after a certain period. No refunds are issued for seized goods.
While there are no penalties for individual importers, those importing counterfeit goods for business purposes can face penalties under the Customs Act including imprisonment of up to 10 years or a fine of up to 10 million yen (about $69,500).
Advanced counterfeiting techniques
Despite this robust framework, Kazunori Umekado, 58, who has been involved in such work for around 30 years, divulges, "The level of difficulty is gradually increasing as the production technology of counterfeit products are becoming more sophisticated, making it harder to distinguish them from genuine products."
In terms of the number of cases where imports of items were suspended, about 80% had been exported from China. As authentic brand items are increasingly being manufactured in China, serving as the "world's factory," the technology for creating counterfeits is also said to have advanced, intensifying the cat-and-mouse game with customs at the border.
The strain on customs inspection operations is also a challenge. The rise in online shopping has led to large numbers of fake products being imported in small lots via international mail and other means.
Is the mindset 'copies are fine' OK?
Counterfeit goods are often sold on online platforms at prices lower than genuine products. While some may think, "If it's cheaper and looks the same, a copy is fine, " this is premature.
If counterfeit goods enter the market, it can undermine the business foundations of companies that manufacture and sell genuine products, leading to issues such as financial difficulties. Profits from counterfeit sales are also said to be a funding source for organized crime groups.
Additionally, the safety of counterfeit products like cosmetics and water purifiers has not been confirmed, and they could pose unexpected health risks.
Jitta commented, "Once counterfeits are sold domestically, it becomes difficult to recover them, and brand image can suffer. It is important to crack down on intellectual property violations to protect Japan's public interests."