For brands, Chinese idols have been a golden ticket to success in China, but in the case of Xiao Zhan, irrational fans are proving that idol associations can sometimes devastate a brand's Chinese business. Photo: Weibo

Xiao Zhan scandal – why millions of Chinese shoppers boycotted Piaget and Estée Lauder because of homoerotic idol fan fiction

How an irrational cyberwar against fans of Chinese idol Xiao Zhan sparked a boycott of luxury brands associated with him, including Piaget and Estée Lauder

Topic |   Weibo
For brands, Chinese idols have been a golden ticket to success in China, but in the case of Xiao Zhan, irrational fans are proving that idol associations can sometimes devastate a brand's Chinese business. Photo: Weibo
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