2025年，日本多家電視台近日揭露中國網紅販售假冒“日本產”商品的現象，涉及的產品範圍非常廣泛，從食品到日用品皆有報導。追溯到2022年2月，日本各地便陸續曝光食材產地造假的事件，包括蛤蜊、鮑魚、牛蒡、雞肉、鰻魚等多種進口產品，原本來自中國的食材被偽裝成日本本地產進行銷售。這種行為背後的動機十分明確：進口的中國產品價格低廉，但以日本產的身份銷售能夠獲得更高的利潤；同時，日本消費者普遍存在對本土產品的偏好，一旦標明“日本產”，便更容易被放入購物籃中。

不僅食品受到造假影響，日用品領域的情況也相當普遍。例如在一些網路直播中，假冒的日本牙膏、眼藥水、洗髮水等產品日銷額甚至可達數十萬元人民幣，消費者多數為中國網民。這種現象凸顯出部分商家刻意利用“中國貨低價、假日本貨高價”的差價，以及中國消費者對日本商品的信任與追捧，形成一條高利潤的灰色產業鏈。

報導指出，這類行為不僅對日本市場的誠信造成衝擊，也對消費者權益和食品安全構成威脅。對於食品而言，虛假的產地標示可能掩蓋生產過程中的衛生風險；對於日用品，質量和功效無法保障，消費者存在潛在安全隱患。此外，這也引發國際貿易和跨境電商的監管挑戰，日本政府和監管部門亟需加強對進口產品標示的審查，並對造假行為施以更嚴厲的處罰。

整體而言，日本電視台揭露的網紅假冒日本貨事件，不僅暴露部分商家追逐利潤而破壞市場規則的問題，也折射出跨境電商時代下消費者心理、產地標識可信度以及食品與日用品安全的複雜挑戰。對市場參與者而言，提高透明度與加強監管將是維護消費者信任和市場秩序的關鍵。

In 2025, multiple Japanese television networks exposed a widespread phenomenon in which online influencers were selling products falsely labeled as “Made in Japan.” The range of affected products is extensive, spanning both food and daily necessities. Tracing back to February 2022, various incidents of food origin falsification have been reported across Japan, involving clams, abalone, burdock root, chicken, eel, and other imported goods. Products originally sourced from China were disguised as Japanese-produced items for sale. The motivation behind this practice is straightforward: imported Chinese products are cheaper, but labeling them as Japanese allows sellers to charge higher prices. Moreover, Japanese consumers often have a strong preference for domestic products, and items labeled as “Made in Japan” are quickly purchased without much hesitation.

The problem is not limited to food. Daily necessities, including toothpaste, eye drops, and shampoo, have also been counterfeited. In some live-stream sales, these fake Japanese products reportedly generated daily sales worth tens of thousands of RMB, primarily to Chinese consumers. This practice takes advantage of the price differential between cheap Chinese imports and high-priced Japanese-labeled goods, as well as Chinese consumers’ trust and preference for Japanese products, creating a high-profit gray market.

Reports highlight that such practices not only undermine the integrity of the Japanese market but also pose risks to consumer safety and rights. In the case of food, falsified origin labels may conceal potential hygiene issues during production. For daily necessities, quality and efficacy are unguaranteed, exposing consumers to possible hazards. The situation also underscores regulatory challenges for international trade and cross-border e-commerce, emphasizing the need for Japanese authorities to strengthen product origin verification and impose stricter penalties for fraudulent practices.

Overall, the exposé by Japanese television networks reveals how some sellers exploit profit motives at the expense of market integrity, reflecting broader issues in the era of cross-border e-commerce. It highlights the complex interplay of consumer psychology, trust in product origin labeling, and the safety of food and daily-use products. For both regulators and market participants, increasing transparency and enhancing oversight are critical to maintaining consumer confidence and ensuring a fair and safe marketplace.