"One candy equals a plate of boiled vegetables": This Kera candy advertisement once captivated social media users, especially those seeking a convenient way to increase their fiber intake. The images of beauty queen Thuy Tien, the unassuming Quang Linh Vlogs, and the energetic Hang Du Muc in promotional videos convinced over 56,300 people to purchase Kera candy, believing a dietary revolution had arrived.

However, behind the glamour was an elaborate scheme that led to accusations of false advertising and illicit profits of 12.4 billion VND in just two months.

In early September, Nguyen Thuc Thuy Tien (Miss Grand International 2021), Nguyen Thi Thai Hang (Hang Du Muc, Chairwoman of Chi Em Rot Corporation - CER), Pham Quang Linh (Quang Linh Vlogs, Board Member), Le Tuan Linh (Director and legal representative of CER), and Le Thanh Cong (Board Member) were indicted by the Ministry of Public Security's Investigation Police Agency (C01) for defrauding customers, under Clause 2, Article 198 of the Penal Code.

A sensational start

The venture began in 7/2024 when Quang Linh Vlogs, along with three associates, Tran Chi Tam (assistant), Le Thanh Cong (friend), Pham Thi Nhat Le (sister), and Hang Du Muc, brainstormed a joint business idea. Cong suggested producing candy made from clean vegetables, seeing the lucrative and growing functional food market in Vietnam.

Cong also wanted beauty queen Thuy Tien to join the project, as "Tien doesn't like vegetables." Thuy Tien had previously collaborated with Quang Linh and Cong on a perfume distribution company.

Hang Du Muc, Quang Linh Vlogs, and Thuy Tien at a borrowed carrot farm. Image: Video still

Hang Du Muc, Quang Linh Vlogs, and Thuy Tien at a borrowed carrot farm. Image: Video still

At the time, Thuy Tien, Quang Linh Vlogs, and Hang Du Muc were social media influencers, each with over 6 million followers on TikTok and Facebook.

Chi Em Rot Corporation (CER) was established in Ho Chi Minh City in 12/2024 with an initial charter capital of 5 billion VND, later increased to 15 billion VND. Its primary business was film production, video recording, and detailed television programs, along with food business. Among the six shareholders, Quang Linh Vlogs held 13.67% and Hang Du Muc 25%.

Initially, Thuy Tien was to receive 25% of the Kera candy profits, with the remaining 6 CER shareholders splitting the rest. Cong was tasked with finding a factory, and Le Tuan Linh (Hang Du Muc's friend) was appointed director to handle legal procedures and company operations.

The influencer trio, Thuy Tien, Quang Linh, and Hang Du Muc, focused on promoting the product through videos and livestreams on social media. Thuy Tien also served as the brand ambassador and participated in the company's events and charitable activities.

The Kera candy craze

In 8/2024, CER partnered with Nguyen Phong's Asia Life Company in Dak Lak, a health product manufacturer. Cong and Phong determined the ingredients, composition, and pricing to "compete with the market." The slogan was: "Two candies equal a plate of boiled greens and provide essential vitamins, perfect for those who don't eat enough vegetables."

Two months later, Asia Life finalized the candy's composition with 29 ingredients, including 10 vegetable and fruit powder extracts totaling only 0.747%. Production began on 5/12/2024, and Asia Life prepared the product's legal documentation.

According to investigators, Thuy Tien and the Chi Em Rot group, despite being owners, neglected quality and ingredients. They focused on Kera candy's appearance and packaging for online promotion. CER demanded product delivery within 20 days for the first livestream due to "year-end events."

Kera candy product.

On 12/12/2024, the trio's first livestream was a hit: over 2,800 orders and 400 million VND in revenue within hours. The Kera vegetable candy became a functional food sensation.

Seeing high sales and profits, CER intensified their marketing. They allegedly knew the fiber content was only 0.935% per candy but disregarded its actual benefits, ingredients, and production. Instead, they focused on creating promotional videos, leveraging the trio's image and fame. Thuy Tien negotiated a profit increase from 25% to 30%.

Between 12/12/2024 and 16/1/2025, six livestreams promoting Kera candy were held on Quang Linh Vlogs and Hang Du Muc's TikTok channels, with Thuy Tien appearing in three.

During these livestreams, Tien, Linh, and Hang repeatedly misrepresented Kera candy's benefits. Quang Linh claimed, "One candy equals a plate of boiled vegetables due to its vegetable and fruit fiber content," and "If you don't have vegetables, you have this easy-to-eat product."

Thuy Tien stated, "Kera is a candy that supplements fiber and nutrients for everyone, not just for those who don't eat vegetables like me. Each candy contains 10 different vegetables and fruits along with vitamins."

The downside of fame

To enhance credibility, the influencers visited a Dak Lak farm to film a video showcasing "clean vegetables" and a natural, closed-loop process. Props like hats, long-sleeved shirts, gloves, boots, tractors, plows, and vegetable baskets were prepared. Lacking an actual source of ingredients, they borrowed a local carrot farm to portray a "300-hectare farm." Out-of-season carrots, pennywort, and other vegetables were purchased and brought in for Hang Du Muc, Quang Linh Vlogs, and Thuy Tien to use in the video.

Thuy Tien, dressed in gardening attire, ate a raw carrot to "convince customers." The videos were then edited, music was added, and meticulously polished for social media.

Hang Du Muc, Le Tuan Linh, and Quang Linh Vlogs (from left to right) apologize at a press conference in March after quality concerns were raised. Image: Le Nga

Hang Du Muc, Le Tuan Linh, and Quang Linh Vlogs (from left to right) apologize at a press conference in March after quality concerns were raised. Image: Le Nga

Following the exaggerated advertisements, between the launch on 12/12/2024 and the quality complaints in mid-2/2025, CER sold 129,617 boxes of Kera candy to 56,385 customers, earning 17.5 billion VND. After deducting production costs, investigators allege they made an illicit profit of 12.4 billion VND.

Facing public criticism, Thuy Tien apologized in early March, claiming she "didn't thoroughly verify the information before participating in the advertisement" but didn't acknowledge Kera candy as her and her associates' product. Mid-March, Quang Linh Vlogs and Hang Du Muc held a press conference with CER, apologizing and admitting to misleading marketing.

Besides the alleged illicit profits, Hang Du Muc received 177 million VND in TikTok affiliate commissions, and Quang Linh Vlogs received 182 million VND. "Tien received 6.8 million VND in TikTok affiliate commissions for selling 11,724 products during livestreams," the investigation concluded.

The suspects and related individuals have returned a total of 14.8 billion VND in restitution. Thuy Tien cooperated with the investigation and voluntarily returned 3.2 billion VND; Quang Linh Vlogs returned 1.2 billion VND; and Hang Du Muc returned 2.1 billion VND.

Regarding Nguyen Phong and other suspects' involvement in producing counterfeit food products, investigators discovered further criminal activity related to product distribution and promotion. Due to the complexity, related offenses were separated into another case "to ensure a thorough investigation."

C01 attributes these violations to loopholes in advertising laws. Current regulations prohibit false and misleading advertising, particularly using celebrities to endorse unverified claims. Advertisements must be clearly labeled and disclose sponsorship relationships.

In reality, online celebrity endorsements often masquerade as personal recommendations, lacking advertisement labels and disclosure of payment. This misleads viewers. Currently, there's no mechanism to regulate online advertising content, allowing anyone to promote food products on social media with limited government oversight.

Pham Du