On February 27, when employees at a Kudi Coffee store were disposing of materials due to Wang Yibo’s endorsement, they focused on his portrait head, cut and smashed it, and shot the process into a short video and uploaded it to the social platform with ridiculing text such as “Brother Bo, I can’t do it” and “Wang Yibo’s brand is being decomposed, Brother Bo, I’m so heartbroken.”
On February 28, Cudi Coffee issued a statement regarding the improper disposal of endorsement materials in its stores, apologizing to Wang Yibo and the public, announcing the termination of cooperation with the store involved and closing the store.
Kudi Coffee said in a statement that it has recently noticed that some stores have improperly handled materials that have expired due to cooperation, which has caused adverse effects, and it deeply apologizes for this.
The cooperation between the company and Mr. Wang Yibo has been successfully concluded. During the cooperation period, the company has always been grateful and respected for Mr. Wang Yibo's professionalism and support for the brand. Kudi Coffee sincerely apologizes to Mr. Wang Yibo, his fans and consumers for this inappropriate behavior in individual stores.
The statement stated that after the incident occurred, the brand immediately carried out disposal work: immediately terminated cooperation with the stores involved and closed the stores; strengthened national store training, further standardized the material recycling process, upgraded inspection and supervision mechanisms, and strictly prevented similar situations from happening again.
Kudi Coffee emphasized that it would sincerely accept public supervision and effectively make rectifications and optimizations, and once again apologized for the negative impact caused by this incident.
