Chinese consumers are growing more willing to pay more for authentic, licensed merchandise, rather than buy cheap, lower quality knockoffs.

China is a hub for counterfeit products, but rising spending power and increasing familiarity with Western film and TV characters has customers filling their carts with the real deal, the Wall Street Journal reports. However, there is still a market for fake products in China.

"The knockoffs sold online are of low quality and their designs are not good," 25-year-old Li Sun told the Journal while shopping at a "The Simpsons" themed store in the Sanlitun district in Beijing.

China's merchandise sales are expected to rise by more than $10 billion by 2020, at the same time surpassing Japan as the biggest market for licensed goods in Asia.

TST Recommends