What TikTok’s China manufacturer videos reveal about luxury

What happened A wave of viral TikTok videos is “exposing” luxury fashion’s apparent hidden supply chain. Chinese factory workers, owners, and bloggers have taken to the app, “revealing” that products from brands like Gucci, Prada, and Louis Vuitton are often produced in the same factories that churn out lesser-known labels, at a fraction of the cost. On TikTok, the discussion #chinamanufacturer is at 11,700 posts at the time of writing. Under the hashtag, content creators are listing manufacturers so that consumers can buy directly from the factories. Factory insiders go viral: Luxury’s ‘Made in China’ moment A viral TikTok video from the account Senbags2 claiming that 80% of luxury bags are made in China, received over 10 million views before it was removed and the poster’s account disabled. Sen Bags is now back in action driving the conversation. As the U.S.-China tariff war escalates, with tit-for-tat duties reaching 145%, these videos purportedly revealing huge markups for Western branded goods, are stoking outrage. Factories are now selling directly to global audiences through livestreaming, bypassing the supposed middlemen who are usually part of luxury brands’ supply chains. The trend resonates with Gen Z’s appetite for transparency and value, fueling the rise of “dupe culture” and challenging luxury’s mystique. Most luxury houses claim to manufacture their goods in Europe: Chloé, Valentino, Tom Ford, Bvlgari, Mulberry, and Stella McCartney (among others) produce in Italy, and Goyard and Delvaux in France, while others like Mulberry and Anya Hindmarch in the UK. However, for legacy brands, the message is clear: people will quickly believe claims about pricing and transparency. The Jing Take The wave of viral TikToks from Chinese manufacturers does not reveal Western luxury’s production secrets, but does reframe China as a hub of high-quality craftsmanship. In these videos, workers showcase finely made goods identical to high-end brands, challenging assumptions about “Made in China” quality and origin. Meanwhile, Instagram users — myself included — have for a long-time been targeted by factory bot DMs offering near-perfect Hermès knock-offs. Though conveying disinformation, these videos reveal an evolving consumer psyche: skeptical of brand markups, eager for access, and willing to circumvent luxury gatekeeping. For indie brands, viral fakes pose real risks While mega-brands like Louis Vuitton are legal juggernauts with the firepower to defend their reputations, it’s independent designers who lack similar resources that bear the brunt of counterfeiting. This recent trend isn’t just a jab at Western capitalism, it’s a moment of pride for China’s manufacturing prowess. As consumers increasingly embrace direct-to-maker narratives, the definition of “luxury” may be shifting. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

The truth about Chinese manufacturers on TikTok

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The truth about Chinese manufacturers on TikTok