The encyclopedia · Advertising & PR · Marketing decision · 2025
Arcfox cut ties with brand ambassador Nashi a day after her exam-materials scandal
A night after the education authority flagged her exam materials, Arcfox confirmed the ambassador deal was over and scrubbed her from its Weibo.
Arcfox (BAIC BluePark) · 2025-06-22
What happened
Nashi, a Mongolian-Chinese actress who became famous through the blockbuster 'Creation of the Gods II', became an advertising darling in 2025, landing deals across luxury, sportswear, dairy and cars.
In February 2025 she became the brand ambassador for Arcfox, the electric-vehicle arm of BAIC BluePark, with the tagline 'pioneering strength, born to break boundaries'. She and her studio posted about the partnership in February and April.
On the evening of June 21, 2025, Inner Mongolia's education department said her college entrance examination application materials had been falsified. The next day, Arcfox customer service confirmed the cooperation was over with no further plans, and the brand's official Weibo account no longer showed her name.
Arcfox, which had just posted record monthly sales, moved within hours — deleting related content and confirming the split — rather than wait for any finding.
Why it happened
- The ambassador's credibility was the product: a falsified-exam notice made her uncredible overnight, and a tagline about 'pioneering strength' became a punchline.
- Speed was cheap and hesitation costly: with record sales momentum, the brand cut the association within a day instead of defending it.
- The endorsement was shallow: months of posts, one notice — no deep investment to protect, so the exit was instant.
The lesson
Arcfox ended its ambassador deal within a day of the education notice and scrubbed Nashi from its Weibo. A tagline is only as credible as the face behind it — the tie-up was gone before any finding.
Aftermath
On June 22, 2025, a day after Inner Mongolia's education department said actress Nashi's college entrance examination application materials had been falsified, Arcfox customer service confirmed that her brand ambassador role had ended and there were no further cooperation plans. The brand's official Weibo account no longer showed her name, with related content apparently deleted. Nashi had been an Arcfox brand ambassador since February 2025; the brand, the electric-vehicle arm of BAIC BluePark, had posted record monthly sales in May 2025.
Sources
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