The boost in the first daughter’s appeal has been such that her Chinese lawyers are currently filing several trademark applications in her name in a bid to stop hundreds of copycat Chinese companies cashing-in on her brand.

The applications in China have involved a bewildering array of products, from jewelry and underwear, to mattresses and formula milk powder — all filed in the name ‘Ivanka Trump’ or similar sounding names since her father became U.S. president.

“Most people in China love Ivanka because of her friendly gestures towards the Chinese people,” said Hu Xingdou, a blogger and professor of economics at the Beijing Institute of Technology, citing her visit to the Chinese embassy in Washington D.C. to celebrate the Chinese New Year, and her effort to teach Chinese language and culture to her children.