Overview
- A Hema private‑label item from its 'Mushroom Planet' line drew wide online criticism for a label that paired the name '贵妃粉耳' with a female silhouette and playful copy that many readers said invited sexualized interpretations.
- Hema issued a public apology, removed the regionally stocked product from sale, and said it will conduct an internal review and strengthen its listing and label audit processes.
- Reporters and users noted the design followed the series’ usual practice of matching imagery to product names, while the term '粉木耳' has acquired lowbrow or sexualized connotations online that changed how the packaging was read.
- Local market regulators have begun investigating the incident and consumer groups pointed to this case as evidence of lapses in Hema’s content review and product‑quality controls.
- The episode adds to earlier 2026 complaints about product safety and mislabeling and could deepen scrutiny of Hema’s governance as it expands stores and sales, risking reputational damage and tougher oversight that could affect store operations and supplier checks.