Famous Italian brand Gucci has sent warning letters to Hong Kong shops to stop selling paper items with its logo as offerings for the deceased.

Last week, the luxury firm sent letters to urge shops to quit selling paper products with the Gucci logo as these products violate its copyright.

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Paper products of items such as iPads and handbags are burned during funerals in Hong Kong in the belief that these items can be used by the deceased in the afterlife.

The shops were only sent letters, but Gucci has not suggested any legal actions against offenders.

"We fully respect the funeral context and we trust that the store owners did not have the intention to infringe Gucci's trademark," Gucci Hong Kong wrote in a statement. "Thus a letter was sent on an informational basis to let these stores know about the products they were carrying, and by asking them to stop selling those items."

According to the BBC, Gucci did not mention how many letters were sent and which shops received it. Some shops have allegedly removed the products bearing Gucci logos from their shelves, but others like Louis Vuitton and Burberry are still up for sale.

The news received a variety of reactions in Hong Kong. One shop owner said she has no idea that her products resembles a luxury brand as she has never owned one.

"I am neither the manufacturer nor the supplier, why are they picking on me?" she asked.

"We are burning it, not selling it. These products are offerings for the dead, not the living. How are we violating copyright?" another store keeper said.

Some people on social media joked about Gucci's move. One user asked, "Does Gucci want to open branches in the underworld?" 

TagsHong Kong, luxury brands, Gucci, offering, Copyright