The encyclopedia · Advertising & PR · Marketing decision · 2026
MINISO's promo showed a man peeping at a downstairs woman — and drew a boycott
A MINISO promo showed a man peeping into a woman's bedroom; netizens boycotted, the scenes were cut, and the response stayed a customer-service line.
MINISO (名创优品)
What happened
In July 2026 an entertainment blogger with 530,000 followers, 阿磊日记, published a MINISO promotional video. One scene billed 'after home floor renovation, the owner can peek at the downstairs female resident' — a man upstairs spying into a woman's bedroom below.
Netizens and other creators rounded on it. A creator criticised it for turning peeping at a woman's private space into entertainment and traffic-bait; commenters said they felt 'deeply offended' and asked whether the brand reads scripts before paying for them. The creator deleted the peeping scenes.
MINISO's own response stayed thin: customer service said it would report the matter to the relevant department for verification. Delivering a voyeuristic selling point through an external KOL, then leaving the apology to a customer-service line, kept the boycott running.
Why it happened
- The script turned a woman's privacy — a man peeping at a downstairs neighbour's bedroom — into a selling point for a retail brand's promo.
- A KOL post with 530,000 followers went out with no brand-side review of the storyline before it ran.
- The response was thin: a customer-service line that it would 'report to the relevant department' did nothing to stem the boycott.
- Deleting the scenes only after the backlash proved the vetting had already failed at the point where it mattered.
The lesson
A promo that turns a woman's bedroom into a peep-hole gag is a brand decision, not a creator's. When vetting lets it through and the apology is a customer-service line, the boycott is earned.
Sources
- 搜狐／今朝新闻 — 名创优品推广视频含偷窥女性剧情，遭大量网友抵制！客服回应，2026-07-14
- 腾讯新闻／快科技 — 博主拍名创优品广告遭抵制：楼上男子可从地板偷窥楼下女子卧室，2026-07-13
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