A family scandal emptied Yu Shuxin's ad portfolio — one brand at a time

In late August 2025, Yu Shuxin — one of China's most endorsed young stars, with campaigns for Yili, Chando, Pantene and Joocyee — was hit by a double scandal: her family's businesses were accused of involvement in a 1.5-billion-yuan high-interest lending dispute, and old clips of her alleged bullying of fellow contestants on a 2016 variety show resurfaced. On 28 August she announced a livestream for the next evening.

The brands ran within hours. At 1am on 29 August, Chando postponed the livestream Yu was due to appear in that night. Yogurt (Yili's brand) deleted every post featuring her — its count in her super-topic dropped from 20 posts to 1 — and Yili said it was 'internally evaluating'. By 1 September a state media commentator was publicly questioning her, and Chando's rescheduled event went ahead without her.

A month later the exits became explicit. On 24 September, Pantene's customer service confirmed the endorsement had 'amicably ended' and pulled all her material from its store and accounts — the first brand to say so out loud. Joocyee's customer service confirmed that cooperation had ended and its campaign material was removed. She lost over 700,000 followers in a week, and no brand that cut her has restored the relationship since.