SG bakeries apologise to Sanrio over counterfeit character products

Eleven bakery and pastry businesses in Singapore have issued a collective public apology to Sanrio after admitting to selling counterfeit products featuring some of the Japanese company's best-known characters. 

The businesses named in the notice are Bob The Baker Boy, Bake Avenue, The Fairy Kitchen, Piece of Cake, Spring Blossoms Bakery, Joyeux Bakery, Twenty Grammes, Whyzee, Chinangel, Nana Bake Patisserie and Seventh Heaven Collective.

In a public notice seen by MARKETING-INTERACTIVE, the businesses apologised to Sanrio for selling, offering or displaying for sale, and possessing for the purpose of trade, counterfeit Sanrio products. These included products bearing trademarks or artistic works associated with Hello Kitty, Cinnamoroll, Pompompurin, Kuromi, Gudetama, Pochacco, My Melody and Little Twin Stars.

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"We acknowledge that trademark infringement, passing off and copyright infringement are gross violations of the rights of the trademark and copyright owner, and also contrary to law," the businesses said in the notice.

The businesses said they had offered an "unreserved and sincere" apology to Sanrio and undertaken to cease and desist from committing further such acts. They have also paid damages to Sanrio, although the amount was not disclosed.

The notice did not provide further details on the number of counterfeit products involved, how long they had been sold or the circumstances that led to the collective apology.

According to 8world, products featuring some of the affected characters remained listed on the websites of businesses involved following the apology, although they were marked as sold out.

The listings also reportedly carried disclaimers stating that the businesses were not affiliated with, partnered with, authorised by or endorsed by the companies behind the trademarked characters.

The apology comes after Sanrio stepped up its efforts to tackle counterfeit products in Southeast Asia earlier this year with its "Sanrio values authenticity" campaign. Rolled out across key markets including Singapore, Thailand and Indonesia, the campaign sought to educate consumers about intellectual property rights and the risks associated with counterfeit goods, including concerns around product quality and safety.

The campaign also aimed to strengthen protection of Sanrio's brand integrity and consumer trust in Southeast Asia, a market the company considers significant due to its established fan base and consumers' connection with its characters.

Photo courtesy of Sanrio, Facebook.

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