In early April, a 60-year-old woman in Hanoi visited the doctor, troubled by persistent joint pain that refused to ebb even under a regimen of various supplements. The diagnosis was disheartening: joint degeneration, osteoporosis, and herniated discs. Even more startling was the revelation that one of her supplements contained corticosteroids, potent anti-inflammatory medications known to weaken bones and contribute to adrenal insufficiency.

In her quest for answers, Thuy turned to her child for help with research, only to uncover the troubling truth—many of her daily supplements had been flagged as counterfeits by local authorities. “I thought expensive medicines were good, but it turns out I have been buying fakes,” she lamented. A month later, her suspicion grew when she learned that another supplement, touted as a safeguard against osteoporosis, was part of a notorious counterfeit milk powder operation. “At this point, I suspect everything I have bought over the last five years is fake,” she confessed.

Since early April, Vietnamese authorities have intensified their crackdown on counterfeit goods, unveiling a number of significant operations, including a fake medicine manufacturing ring in Thanh Hoa Province and a warehouse in Hanoi with counterfeit electronics valued at VND22 billion (US$842,270). A notorious milk powder scheme reportedly raked in nearly VND500 billion before authorities intervened.

On June 7, officials dismantled a network producing counterfeit motor oils from reputable brands like Castrol, Motul, and Honda in Ho Chi Minh City. Two days later, a company in Phu Yen Province was implicated in selling 17 tons of fake coffee. The scale of the discovery is staggering: in the first quarter of 2025 alone, market management authorities conducted 6,192 raids, uncovering over 5,600 cases of counterfeit, smuggled, or substandard products.

Thanh Truc, 29, visiting her parents in Nghe An Province, was shocked to find her hometown “full of fake products.” From toothpaste that tasted odd to body wash and shampoo that wouldn’t lather, each discovery felt like a betrayal. She even noted a shampoo labeled “Clean,” crafted to mislead consumers into thinking they were purchasing the reputable “Clear” brand.

“These counterfeit products might not harm immediately, but over time, I cannot imagine the consequences,” she said, echoing a sentiment shared by many as counterfeit goods flood the market.

Vu Van Trung, vice president of the Vietnam Consumer Protection Association, warns that online platforms have become a haven for counterfeiters. “The tactics employed are becoming increasingly sophisticated, taking advantage of e-commerce loopholes, especially through live-streamed sales on social media,” he explained. These platforms are easy to create, hard to monitor, and even simpler to erase once the counterfeit goods have been sold.

The allure of counterfeit goods is further driven by significant profit margins. Nguyen Truong Son, president of the Vietnam Advertising Association, pointed out that while the fines for selling counterfeit products range between VND20-80 million, profits can soar into the billions, presenting a tempting risk for criminals.

A survey conducted in 2021 by the Market Surveillance Agency revealed that 80% of consumers knowingly purchase fake goods due to their low price or a desire to have branded items that are otherwise unaffordable. April brought a particularly alarming account when Hai Long, 45, from Hai Phong, experienced seizures after taking what he believed were imported stroke prevention pills priced at VND1 million for ten. The discovery that these pills were counterfeit left his family in shock.

In the wake of such incidents, Hai Long’s wife, Minh Ha, has become an activist for product integrity in her home, eschewing foreign drugs in favor of traditional remedies and devoting her supermarket trips to scrutinizing labels and scanning QR codes. “Living in a maze of real and fake goods, from vegetables to fish sauce and pills, I can no longer tell them apart. Now I have to protect my family on my own,” she stated, highlighting a growing trend towards self-advocacy among consumers.

After discovering her counterfeit supplements, Thuy discarded everything and now faces daily pain while awaiting treatment. In response, her daughter Do Quyen, 25, has become proactive, committed to researching product authenticity and teaching her family to navigate the complexities of a market riddled with deception. This collective push for awareness is mirrored on social media, where posts offering advice on recognizing real versus fake products garner significant engagement.

Experts suggest a proactive approach for consumers. Professor Nguyen Duy Thinh, a former lecturer at the Hanoi University of Science and Technology, recommends purchasing from authorized stores, supermarkets, and reputable pharmacies while remaining wary of unusually cheap products and dubious online tips. “Each individual’s action not only protects themselves but also helps protect the community,” Trung added, emphasizing the ripple effect of consumer vigilance in combating counterfeits.