It seems Gucci’s zeal to protect its brand extends into the hereafter.

Last week, its parent company, Paris-based Kering, sent a letter to six local stores that sell the paper offerings, telling them to stop selling replicas of Gucci products because they were using its famous trademark that graces shoes, wallets, hats, jewelry and women’s purses.

“What we are trying to do is let them know that Gucci is a trademark and we are trying to protect it,” Charlotte Judet, a Hong Kong-based spokeswoman for Kering, said by telephone. “We fully respect the funeral context.”

Elaborate paper offerings for the dead are for sale the world over, available for purchase by the living across Asia, from Cambodia to mainland China. In China, the bereaved, with a few clicks of a mouse or taps on a smartphone, can buy replicas of everything from bonsai plants to flat-screen televisions for home delivery.

As incomes have soared and consumerism has taken hold across the continent, the cardboard replicas, once limited to fake currency, have become increasingly elaborate. One shop offers a paper wall-unit air conditioner, presumably for relatives who may be in the lower reaches of the hereafter.