Vietnamese authorities have confiscated thousands of counterfeit luxury products, including fake Rolex watches and Prada handbags, during a raid at Saigon Square Shopping Mall in Ho Chi Minh City, state media reported Friday.

The operation marks a high-profile step in Vietnam’s intensifying crackdown on counterfeit goods and digital piracy, a campaign spurred by mounting pressure from the United States, which has threatened punitive tariffs and labeled Vietnam a major hub for counterfeit trade.

According to state radio broadcaster VOV, the seizure also included alleged fake products mimicking several other luxury brands, such as Gucci, Louis Vuitton, Dior, Hermès, and Longines.

“All of these products show signs of counterfeiting genuine goods, seriously affecting the interests of consumers as well as the reputation of protected brands in Vietnam,” the country’s market surveillance department under the Ministry of Industry and Trade said in a statement.

High-Profile Target

Saigon Square, a prominent shopping venue popular with tourists and locals, had already been identified in January by the U.S. Trade Representative (USTR) as one of the world’s "notorious markets for counterfeiting". Earlier this month, Reuters reported that fake luxury goods were openly displayed at the mall.

An employee at the mall, speaking anonymously, confirmed the raid to Reuters, but distanced management from the vendors' activities.

“We lease the space to the sellers and are not aware of the origins and authenticity of the products they sell,” the employee said.

International Pressure and Trade Risks

The seizure underscores Vietnam’s response to growing international scrutiny. Washington has previously warned that Vietnam’s failure to curb counterfeit trade and digital piracy could trigger trade penalties, including tariffs on key exports.

With Vietnam playing an increasingly vital role in global supply chains, particularly in electronics, textiles, and consumer goods, compliance with intellectual property protections is becoming a strategic trade issue for Hanoi.

Further inspections and enforcement actions are expected as authorities signal a broader effort to clean up the country’s image and improve compliance with international trade norms.

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