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| Influencer Dropped by Snowboom Music After Unprofessional Conduct Toward Esther Yu |
Snowboom Music has officially announced the termination of its collaboration with influencer JiaoziWFT, following a string of unprofessional actions that stirred up a wave of backlash online.
On 3 November 2025, the company released a formal statement confirming the decision, citing that the influencer’s behaviour had not only breached professional ethics but also caused harm to actress Esther Yu Shuxin’s reputation and her fan community.
According to the statement, Jiaozi had posted screenshots of confidential project chats, made comments involving the artist on social media, and even set up a so-called “clarification group” related to the issue — all done independently and without authorisation.
Snowboom Music (also known as Snowball Music in Chinese) stressed that these were entirely personal actions that did not represent the company’s stance.
The label further admitted internal missteps, noting that some staff members had failed to provide proper guidance or handle the situation professionally.
As a result, those involved have been issued serious warnings and received quarterly bonus deductions.
In its apology, the company expressed:
“Snowboom Music sincerely apologises to Esther Yu, her fans, and the public for the inconvenience caused by this matter.”
The incident quickly gained attention across Chinese social media platforms, sparking discussions about influencer ethics, brand responsibility, and how companies should manage partnerships involving public figures.
For context, Hangzhou Snowboom Music Co., Ltd. was established in January 2021 with a registered capital of 680,000 RMB, led by legal representative Yuan Xiaotong, who holds a 60% ownership stake.
Many netizens praised the company’s quick response, calling it a “smart and professional move,” while others highlighted how this reflects the growing tension between corporate PR management and the volatile online influencer culture in today’s entertainment industry.