Two brands disowned Jia Ning the day her ex-partner's accusations went viral

Jia Ning was half of 'Crowd', a million-subscriber Taiwanese YouTube couple channel. On 11 March 2025, her ex-partner Andy posted a video accusing her family of eight counts of misconduct: losing control of the channel they had built over ten years, unfair pay, being removed from social accounts and from her directorship, and being pressured to sign a share-transfer document. Her agency answered that 'the facts are not as stated'; Jia Ning herself stayed silent while netizens called for boycotts of her endorsements.

Two brands ran on 13 March. Skincare brand DR.WU fired the first shot, confirming it was 'no longer cooperating with Jia Ning' — the tie had already ended the previous year — and deleting every post featuring her from its Facebook and Instagram. The same day, womenswear brand AIR SPACE announced in its fan-page comments that it had 'no follow-up cooperation plans' with her, explained that its December 2024 HELLO KITTY pop-up campaign was 'a one-off commercial activity with no continuation', and proactively contacted her to remove the campaign posts.

The cost was small in money and large in message: finished deals from months earlier still had to be publicly disowned, and paid-for posts were pulled down so both brands could prove to boycotters they had nothing to do with the scandal. One face turned radioactive, and every past use of it became a liability.