Tenwin beverage controversy

The Tenwin beverage controversy was a controversy surrounding ingredient labeling involving Tenwin Aged Milk Tea, a beverage chain founded by Taiwanese internet personalities Kimi Ji and Hsiao Wu ("Intern Beauty Little Wu"). On 20 July 2024, the Consumers' Foundation of the Republic of China pointed out that the chain's official website advertised the use of "Hokkaido milk" while refusing to disclose the milk brand used in its products, triggering widespread criticism from netizens. On 21 July, Tenwin stated that its products had never been promoted as pure fresh milk tea. The following day, Chi and Hsiao Wu apologized and explained that the beverages contained aged milk formula and Uni-President fresh milk, with the aged milk formula consisting of Hokkaido milk powder imported from Japan and non-dairy creamer. The statement itself was later criticized as misleading. On 26 December 2025, all Tenwin branches ceased operations, with some commentators linking the closures to the controversy.

Incident

On 12 April 2024, Kimi Ji and Hsiao Wu ("Intern Beauty Little Wu"). established Tenwin Aged Milk Tea.[1] On 20 July, the chain was criticized by the Consumers' Foundation over unclear ingredient labeling. The foundation noted that although the company had informed consumers that its beverages were made from "aged milk and fresh milk", its official website only displayed the words "Hokkaido milk". The company also refused to disclose the milk brand used, making it impossible to verify the proportion of Hokkaido milk contained in the products.[2]

Following the foundation's criticism, numerous internet users left comments on the company's official Instagram account. Chi responded by deleting the comments.[3][4] On 21 July, Tenwin issued a statement on its website, emphasizing that its aged milk tea products were made using dairy ingredients sourced from Hokkaido and blended with Taiwanese fresh milk. The company stated that it had never promoted or emphasized the products as pure fresh milk tea. An inspection by the Taipei City Department of Health found no violations. Hsiao Wu later suggested that the controversy might have been manipulated by competitors.[5]

On 22 July, Chi and Hsiao Wu jointly published an apology statement, clarifying that none of the drinks were pure fresh milk tea but instead consisted of "aged milk formula and Uni-President fresh milk". They explained that the aged milk formula used Hokkaido whole milk powder imported from Japan together with non-dairy creamer. They apologized for shortcomings in management and communication and pledged to improve. At the same time, Tenwin updated its menu to indicate that the aged milk formula contained non-dairy creamer and changed the wording "Hokkaido milk" to "Hokkaido formula".[6]

Critics argued that the statement failed to address accusations of false advertising and consumers' misunderstanding that the milk itself originated from Hokkaido. Some users on Dcard, under the title "I don't understand why Chi Pu-hsin and Hsiao Wu feel wronged", pointed out that the brand's official website used the phrase "milk from Japan", that its logo resembled a milk can, and that the name "Tenwin" closely resembled "Tokachi", a region in Hokkaido famous for dairy products. They argued that these marketing methods misled consumers into believing the products were made with Hokkaido fresh milk.[7][5]

On 26 July, Hsiao Wu uploaded a video apology, but criticism continued. In addition to accusing him of deceiving consumers, some netizens criticized Chi for not appearing in the video and accused her of shifting responsibility onto Hsiao Wu. Chi responded that Hsiao Wu had been stranded overseas because of a typhoon and was unable to film together with her, so she asked him to address the public first. Responding to accusations that she had not apologized in a video, Chi stated that she had already issued a written apology and replied "Are you illiterate?" to one user who demanded a video apology, adding that she would not tolerate false accusations and excessive attacks. Her remarks in turn drew further criticism.[8][9]

After the controversy, multiple Tenwin branches closed. Several media outlets described the phenomenon as a "wave of store closures" and linked it to the non-dairy creamer controversy. The company, however, stated that the closures resulted from the individual plans of franchise owners. As of May 2025, fifteen branches remained in operation.[10][11] On 26 December 2025, the final outlet, the Taoyuan Zhongzheng Branch, closed permanently, marking the end of the Tenwin beverage chain.[12]

References

  1. ↑ "見習網美小吳 × 紀卜心打造「十盛熟成奶茶專賣店」　5 款必喝飲品推薦" [Influencers Xiao Wu and Ji Bu-xin Launch "Shi Sheng Aged Milk Tea" — 5 Must-Try Drinks Recommended]. www.upmedia.mg (in Chinese). Retrieved 2026-06-23.
  2. ↑ "十盛手搖飲鮮奶惹議　見習網美小吳、紀卜心聲明「無違規」" [Shisheng bubble tea's fresh milk sparks controversy; influencers Xiao Wu and Chi Pu-hsin issue statements claiming "no violations."]. www.upmedia.mg (in Chinese). Retrieved 2026-06-23.
  3. ↑ NOWnews今日新聞 (2024-07-22). "紀卜心、小吳手搖十盛爭議未平！辦活動遭炎上　粉絲轟：得過且過" [The controversy surrounding influencers Ji Bu-xin and Xiao Wu and the hand-shaken tea brand "Shi Sheng" shows no signs of abating; they faced a backlash after hosting an event, with fans blasting them for their "slapdash" attitude.]. NOWnews今日新聞 (in Chinese). Retrieved 2026-06-23.
  4. ↑ 三立新聞網 (2024-07-21). "小吳紀卜心十盛被消基會點名！裝死刪IG留言遭批：割韭菜" [Xiao Wu and Ji Buxin (along with Shisheng) have been singled out by the Consumers' Foundation! They faced backlash for "playing dumb" and deleting Instagram comments, with critics accusing them of "fleecing their followers."]. www.setn.com (in Chinese). Retrieved 2026-06-23.
  5. 1 2 華視新聞網 (2024-07-22). "手搖飲遭炎上！紀卜心、小吳聲明「沒違規」 網友不買單：連日期都錯" [Bubble tea controversy! Influencers Chi Pu-hsin and Xiao Wu issue statements claiming "no violations," but netizens aren't buying it—pointing out even the date was wrong.]. 華視新聞網. Retrieved 2026-06-23.
  6. ↑ 華視新聞網 (2024-07-22). "網紅手搖「十盛」標示不清爆爭議　小吳、紀卜心道歉了！" [Viral bubble tea brand "Shi Sheng" sparks controversy over unclear labeling; influencers Xiao Wu and Ji Bu-xin have apologized!]. 華視新聞網. Retrieved 2026-06-23.
  7. ↑ "快訊》遭質疑卻駁「聯想到同行操作」…小吳、紀卜心道歉了！親揭奶茶用「北海道奶粉+台灣鮮乳」" [Breaking: After facing scrutiny and initially dismissing it as a "competitor's tactic," Xiao Wu and Ji Bu-xin have apologized! They revealed that their milk tea is made using "Hokkaido milk powder + Taiwanese fresh milk."].
  8. ↑ "十盛奶茶被炎上！網紅紀卜心挨批沒拍道歉影片　她反嗆網友「你是文盲嗎？」" [Shisheng Milk Tea faces a backlash! Influencer Chi Pu-hsin is criticized for failing to post an apology video; she snaps back at a netizen, "Are you illiterate?"]. www.upmedia.mg (in Chinese). Retrieved 2026-06-23.
  9. ↑ 三立新聞網 (2024-07-29). "十盛爭議延燒！紀卜心背「神隱」罵名不忍了　怒開戰網友：是文盲嗎？" [The Shisheng controversy rages on! Fed up with being slammed for "going into hiding," Chi Pu-hsin lashes out at netizens, angrily asking: "Are you illiterate?"]. www.setn.com (in Chinese). Retrieved 2026-06-23.
  10. ↑ ETtoday新聞雲 (2025-05-27). "十盛手搖飲掀倒店潮「疑不敵奶精風波」 業者：15店持續營運 | ETtoday旅遊雲 | ETtoday新聞雲" [Wave of closures hits Shisheng bubble tea chain; "non-dairy creamer controversy" suspected as cause; operator states 15 stores remain open.]. ETtoday旅遊雲 (in Traditional Chinese). Retrieved 2026-06-23.
  11. ↑ 華視新聞網 (2025-05-28). "「十盛」疑奶精風波掀倒店潮　業者：15店續營運" ["Shi-Sheng" faces wave of store closures amid non-dairy creamer controversy; operator says 15 locations remain open.]. 華視新聞網. Retrieved 2026-06-23.
  12. ↑ NOWnews今日新聞 (2025-12-21). "手搖飲十盛「全台最後1間關了」！12/26結束營業　官網被抓有動作" ["Shi-Sheng," the hand-shaken beverage brand, is closing its last remaining store in Taiwan! Operations will cease on December 26; activity has been spotted on the official website.]. NOWnews今日新聞 (in Chinese). Retrieved 2026-06-23.
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