Vietnam Insider – Once celebrated as a trailblazing beauty queen and beloved influencer, Nguyen Thuc Thuy Tien’s spectacular fall from grace has sent shockwaves through Vietnam’s entertainment and business communities. The 26-year-old, who made history in 2021 as the first Vietnamese winner of Miss Grand International, is now facing criminal charges for alleged involvement in a nationwide consumer deception scandal.
A Meteoric Rise: Beauty, Brains, and Influence
Born on August 12, 1998, in Ho Chi Minh City, Nguyen Thuc Thuy Tien first rose to public attention through Vietnam’s beauty pageant circuit. She earned the title of Miss Charity in the Miss Vietnam 2018 competition and went on to represent Vietnam at Miss International the same year. But it was her win at Miss Grand International 2021 in Thailand that catapulted her into stardom—both domestically and internationally.
During her reign, Thuy Tien cultivated a polished image of intelligence, activism, and elegance. She took part in global charitable efforts, including a clean water initiative in Angola, and rapidly grew her online influence—amassing over 2.7 million Facebook followers and 5.5 million fans on TikTok by 2024.
Her ventures into film, endorsements, and awards—including appearances at the Vietnam iContent Awards 2024—cemented her reputation as a successful KOL (Key Opinion Leader) and public figure.
Business Ventures and the Birth of Controversy
In November 2024, Thuy Tien joined hands with several other prominent Vietnamese influencers—including Hang Du Muc and Quang Linh Vlogs—to co-found Chi Em Rot Group Joint Stock Company (CER Group). The company’s flagship product was “Kera” vegetable candy, touted on social media as a revolutionary health supplement with slogans like “One candy equals a plate of vegetables.”
Thuy Tien, who held a 30% stake in the Kera project, became the face of the product, promoting it enthusiastically through her platforms. However, things took a dark turn when online users began to question the product’s claims.
In January 2025, independent testing revealed that each Kera candy contained only 0.017g of fiber—drastically lower than advertised. Public backlash was swift and intense. Although Thuy Tien deleted promotional posts and issued an apology, critics found it unconvincing and accused her of prioritizing profit over public health.
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Nguyen Thuc Thuy Tien, Miss Grand International 2021Investigations and Legal Action
On March 15, 2025, the Dak Lak Provincial Police imposed a two-month exit ban on Thuy Tien. Days later, regulatory agencies took action:
- March 24: Ho Chi Minh City’s Department of Food Safety fined CER Group VND 125 million for violations related to product labeling and undisclosed ingredients.
- April 3: Vietnam’s National Competition Commission fined CER Group VND 80 million and Thuy Tien personally VND 25 million for false advertising.
- April 4: Police raided CER Group and the Asia Life factory—Kera’s contract manufacturer—confiscating over 24,000 boxes of the candy.
The situation escalated dramatically on May 19, when the Ministry of Public Security officially prosecuted and temporarily detained Thuy Tien under Clause 2, Article 198 of the Penal Code for “Deceiving Customers.” Investigators allege that Thuy Tien knowingly misled consumers about Kera’s nutritional benefits, profiting from over VND 7 billion in commissions out of nearly VND 18 billion in total sales.
She was one of several defendants named in the criminal case, including:
- Nguyen Thi Thai Hang (Hang Du Muc)
- Pham Quang Linh (Quang Linh Vlogs)
- Le Tuan Linh, Le Thanh Cong – co-founders
- Nguyen Phong of Asia Life – prosecuted for “producing counterfeit food products”
Collapse of a Personal Brand
The fallout has been swift and severe. On May 20, Thuy Tien’s official fanpage and TikTok accounts were deactivated. The once-glamorous titleholder is now a cautionary tale—a symbol of how quickly fame can unravel.
Legal expert Nguyen Thai Viet, Director of Tran Anh Law Company, explained to VTV Times that under Clause 2 of Article 198, Thuy Tien could face 1 to 5 years in prison. “However,” he noted, “the case shows signs of organized deception and profiteering on a large scale, which could lead to more severe sentencing.”
The End of an Era?
As investigations continue, the nation watches closely to see whether justice will be served—and what lasting impact this scandal will have on trust in celebrity-endorsed products in the digital age.
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Source: Vietnam Insider