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Genki Forest Milk Tea: 0-Sugar for Real or Just for Show?

Yu Zhixuan (Beijing Normal University-Hong Kong Baptist University United International College, China)

EISBN13: 9781668491249|DOI: 10.4018/978-1-6684-4955-4.ch012

OnDemand Chapter PDF Download Download link provided immediately after order completion

Abstract

Genki Forest, a famous milk tea brand in China, took the initiative to disclose a problem, claiming that its “sugar-free” products did in fact contain sugar, and announced that the label will be changed. This strategy of coming forward with a problem before it is leaked or exposed by others is different from many other scandals in China. It was intended to make an amendment and reduce the impact on the brand image. The “self-destructed” strategy will be described in this chapter, and it will show, through the opinions and comments of netizens, how Genki Forest Milk Tea successfully avoided tremendous loss while solving the problem.

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Genki Forest Milk Tea: 0-Sugar for Real or Just for Show?

Abstract