An affair allegation cut Prince Chiu's brand deals within 48 hours

On 29 October 2025, Fan Jiang Yan-feng — husband of former cheerleader Guo Guo — publicly accused Taiwanese singer-actor Prince Chiu of having an affair with his wife. Prince apologised within days, admitting he had 'exceeded the boundary between friends'. The scandal hit a real commercial portfolio: Wacoal had made him a one-off event ambassador in April, and Da Li Mei, a health-products platform, had him as brand manager and endorser, appearing alongside Guo Guo at its launch event earlier in the year.

The brands cut within 48 hours. On 31 October Wacoal became the first to speak, stating that the April marketing cooperation had already expired and there were 'no other cooperation plans'. On 1 November Da Li Mei announced the partnership had ended — Prince had apologised immediately and 'proactively proposed' the mutual termination — and clarified that he held no stake in the company. A planned fragrance-brand event at Shin Kong Mitsukoshi in Taichung was quietly swapped to a different celebrity.

The fallout kept going: Prince's November Shanghai concert and his Taiwan one-day store-manager events were cancelled. Other endorsements — OWNDAYS, TKLAB, MEDICARE — survived, but the boycott calls that followed the affair forced every brand holding his face to answer for it, and two of them chose to let the face go.