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| Wang Yibo Fans React as Cotti Coffee Addresses Promotion Material Row. (Image via: CottiCoffee) |
Cotti Coffee has publicly apologised after a controversy involving the improper handling of expired promotional materials featuring Wang Yibo, confirming that the incident was caused by individual outlets failing to follow company procedures.
On 28 February, the Chinese coffee chain released an official statement acknowledging that several stores dealt with post-collaboration promotional materials inappropriately after the brand partnership with Wang Yibo had already ended.
The company stressed that the collaboration itself concluded smoothly and on good terms, with mutual respect throughout.
According to Cotti Coffee, the issue stemmed from misconduct by specific outlets rather than the brand’s overall policy.
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The company openly expressed regret to Wang Yibo, his fans, and the wider public, stating that such actions did not reflect its values or standards.
The backlash began after online videos circulated showing staff at one outlet cutting and destroying expired Wang Yibo standees, with close-up shots of his image uploaded to social media.
The posts, accompanied by joking captions, quickly sparked debate and discomfort among viewers, turning a routine material disposal into a public relations issue.
In response, Cotti Coffee confirmed it had taken immediate action:
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Cooperation with the involved outlets has been terminated
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The stores in question have been permanently closed
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Internal training for all outlets will be tightened
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Promotional material handling and return procedures will be fully updated
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Inspection and supervision systems will be strengthened nationwide
The company also reaffirmed its commitment to stronger brand management and more responsible treatment of partners and customers going forward.
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| Cotti Coffee Issues Public Apology Over Mishandled Wang Yibo Promotion Materials. (Weibo) |
Reactions online have been mixed. Many fans of Wang Yibo described the incident as unnecessary and disrespectful, arguing that expired materials should have been handled discreetly and professionally. Some expressed relief that Cotti Coffee responded quickly and issued a clear apology.
Meanwhile, other netizens took a more neutral stance, pointing out that the core issue lay with individual employees rather than the brand as a whole. A smaller group questioned whether stricter industry-wide guidelines are needed for handling celebrity endorsement materials once contracts end.
Cotti Coffee first announced Wang Yibo as a brand ambassador in January 2024, before later upgrading him to global brand ambassador status in January 2025.
The partnership attracted strong attention and fan engagement during its run, making the recent incident all the more visible online.
As the discussion continues, many are now watching closely to see how Cotti Coffee follows through on its promised improvements.
What do you think, was the response firm enough, or should brands be held to even higher standards when handling celebrity collaborations?