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| Brand Meltdown: Hao Yiran Humiliation Sparks Contract Termination and Legal Threats. (Credits: Weibo) |
A live stream meant to shift cat food has instead shredded a brand deal. Hao Yiran found himself publicly mocked by a host during a sales session, and within hours the fallout was brutal: apologies issued, staff dismissed, and a clean break from his agency, Heguang Media.
What should have been routine influencer commerce turned into a case study in how not to handle your own ambassador on camera.
The incident erupted on 16 April when a partnered streamer for pet food brand HonestBite made a series of remarks about the actor that viewers quickly labelled disrespectful.
The host claimed not to recognise him, misread his name, and went further with comments that many fans felt crossed a clear line. Clips spread at speed, and the backlash followed just as quickly, pushing the topic into trending territory.
To its credit, the brand did not hang about.
A same-day statement called the remarks “extremely disrespectful” and insisted they did not reflect company values. The live stream was pulled almost immediately, the host was dismissed, and internal management faced disciplinary action.
The company also promised tighter oversight of its streaming partners, which, given the circumstances, feels less like a promise and more like a necessity.
But the apology landed with a thud. Heguang Media, representing Hao Yiran, responded by cutting ties altogether, stating the incident amounted to a fundamental breach of contract.
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| Hao Yiran Dumps Brand After Being Labelled “Ugly” During Chaotic Livestream |
In its official stance, the agency argued that the brand failed to uphold basic obligations to protect the artist’s image and dignity.
Legal steps are now on the table, with the agency making clear it is prepared to pursue accountability beyond statements and staff reshuffles.
The founder of HonestBite, Lü Yiling, later appeared in a video apology, acknowledging the company’s failure in managing its live-stream operations.
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She admitted responsibility and reiterated that the offensive remarks did not represent the brand’s position.
It was a more personal appeal, but by that point, the narrative had already shifted from damage control to damage done.
Meanwhile, the business side tells a slightly different story. Despite the controversy, third-party data suggests the brand’s flagship live room still pulled in between 2.5 million and 5 million yuan in sales over the past week, with more than half a million viewers tuning in.
It’s the kind of figure that raises an awkward question: outrage may trend, but does it actually dent revenue?
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| Hao Yiran Walks Away From Brand After Livestream Comment Crosses Line |
For context, Hao Yiran, born in 1995, built his profile through period fantasy dramas and has been steadily climbing the industry ladder since.
His partnership with HonestBite was positioned as a milestone for the brand, marking its first major ambassador collaboration. That milestone now looks more like a misstep.
Fans and netizens, unsurprisingly, are split in tone but united in attention. Some argue the brand acted swiftly and should be allowed to move on, while others insist that once respect is lost, no amount of apologies can patch things up.
There is also a growing chorus calling for clearer accountability in influencer marketing, where live content often runs faster than common sense. And then there are those quietly side-eyeing the sales figures, wondering if controversy is becoming part of the business model whether brands admit it or not.
This is not HonestBite’s first stumble this year either. The company had already issued a public apology earlier in 2026 over unrelated promotional content that drew criticism, making this the second reputational hit in just a few months.
Two incidents, one pattern, and a brand now facing questions about whether its internal controls are keeping pace with its ambitions.
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Where this goes next depends on whether legal action materialises and how both sides choose to steer the narrative. For now, the message from Heguang Media is clear: respect is not negotiable, and contracts mean something. As for HonestBite, it is left juggling sales figures that look healthy on paper and a public image that is anything but.
So, what do you reckon — quick apology and move on, or is this the kind of slip that should carry longer consequences?