Influencers apologize for bubble tea brand closure

Taiwanese influencers Ji Bu Xin and Xiao Wu have issued apologies nearly two years after their bubble tea brand, "Shi Sheng," ceased operations. The brand, which originated in Taipei's Tonghua Street and expanded to 23 branches at its peak, faced significant backlash in 2024 due to controversies surrounding unclear milk source labeling. This led to a wave of store closures, with the business officially shutting down in May of this year.

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As Shi Sheng officially ended business at the end of May this year, related settlements have also been completed.

Xiao Wu shared a statement on social media, noting that "Shi Sheng" officially ended business at the end of May, and all related settlements have been completed. He explained that prior to the finalization of these procedures, he was unable to provide complete explanations. Now that the matter has concluded, he and Ji Bu Xin decided to address the situation. Xiao Wu admitted that he has not forgotten the "Shi Sheng" incident over the past two years and acknowledged that many people were affected by past decisions, including franchisees, consumers, and those who came to know the brand through his endorsement. He expressed his apologies, revealing that he has recently received threats and attacks related to personal information and privacy, which have caused him fear.

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Many people were affected by the decisions back then... I feel I should say 'sorry'.

Xiao Wu, who held a 5% stake in the parent company and was primarily responsible for brand image and promotion, clarified that he did not have substantial involvement in operational decisions, financial management, or the franchise system. However, he recognized that this did not absolve him of responsibility. He admitted that his lack of experience and judgment meant he failed to realize his obligation to conduct further research, verification, and supervision.

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The fact is really not like that.

Ji Bu Xin also addressed the brand's closure, refuting claims that she profited and exited the business. She explained that she believed her role was to focus on her strengths in promotion and introducing the brand to the public. She has since realized the situation was more complex. She acknowledged that many customers supported the brand due to their trust in her accumulated reputation over the years. Therefore, regardless of her shareholding or division of labor, she felt a greater responsibility to handle this trust with care. She reflected on her failure to apply more comprehensive standards in understanding the company's operations and marketing strategies, and to properly manage her emotions and provide clear explanations during the controversy. This has been a subject of her continuous self-reflection over the past two years.

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So, regardless of the shareholding, regardless of the division of labor, as long as someone came because they saw my sharing, I should have looked at this trust more seriously.