Mianmima was a sanitary pad brand Xinba founded in 2017 and sold above all through his own streams, marketed around a tea-polyphenol 'antioxidant chip' and claimed to have tens of millions of users. It had an earlier life as ZUZU, sold through WeChat commerce with his wife Chu Ruixue as its face. In Xin Xuan's ¥50 billion sales year of 2023, it was one of the in-house blockbusters.
In July 2025 reports from consumer-organized group testing surfaced: batches of Mianmima pads produced between September 2019 and January 2025 had tested positive for very high levels of thiourea, a recognized carcinogen. Hundreds of consumers reported health problems after use, and more than 30 users publicly said they had developed thyroid cancer, several with years of purchase records. On July 24 the brand answered with a statement: products 'assessed as risk-free', sampling inspections passed. The Paper noted that the May test report the company brandished contained no thiourea figure.
On the evening of August 18, 2025, during Xin Xuan's '818' anniversary stream, Xinba announced his exit from livestreaming, citing health reasons — without once addressing the Mianmima controversy. His wife Chu Ruixue took over Xin Xuan Group; it was his fifth announcement of walking away. He left behind a record that includes the sugar-water bird's nest affair, which ended in refunds-plus-triple-compensation of more than ¥79.7 million, and a ¥1.75 million false-advertising fine in January 2025.
He exited streaming without addressing the scandal, leaving his wife to run the group, and converting a product-safety crisis into a verdict on the streamer-brand model.
A streamer's own brand collapses the distance between marketing and quality control — the founder vouched for every batch personally, so every batch was on his record.
The answer to carcinogen findings was denial: 'assessed as risk-free', backed by a test report that did not test for thiourea.
The founder exited without addressing the scandal, converting a product-safety crisis into a referendum on the streamer-brand model.
When a streamer's own brand is the product, trust is the quality system — and one batch of test results can void it. Walking away mid-scandal converts a product crisis into a verdict on the model.
Xin Xuan and Mianmima maintain the products are compliant and deny any carcinogenic risk; consumers seeking remedies face burden-of-proof difficulties. Chu Ruixue runs Xin Xuan, and the group's streams continue. The brand's July 24 statement remains its only substantive answer to the testing reports.
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