The Ministry of Public Security has officially announced the arrest of Nguyen Thuc Thuy Tien, Miss Grand International 2021, who has been charged with “deceiving customers” under Clause 2, Article 198 of the Penal Code. Tien is alleged to have played a complicit role in a widespread consumer fraud case involving the production and distribution of counterfeit dietary supplements.

Law enforcement officers deliver procedural decisions to Nguyen Thuc Thuy Tien. Source: VTV

According to investigators, the charges stem from Tien's involvement with the “Kera vegetable candy” product, developed by the company Chị Em Rot Group JSC, of which she was a shareholder. 

Tien held 30% of the company’s equity and is accused of collaborating with other executives to misrepresent the nutritional value and health benefits of the product. 

Law enforcement authorities confirmed that over 135,000 boxes of Kera candy were sold, generating nearly USD 700,000 in revenue, of which Tien received nearly USD 270,000 as a commission.

Investigations revealed that the candy, promoted as high in fiber, contained only 0.935% fiber content. Despite being aware of this from the product testing documentation, Tien continued to promote the candy through social media and marketing campaigns, exaggerating its health benefits. 

Authorities state she participated in misleading the public by making unverifiable claims alongside co-founders Nguyen Thi Thai Hang (also known as “Hang Du Muc”) and Pham Quang Linh (a.k.a. “Quang Linh Vlogs”).

In February 2025, following widespread social media backlash over the product’s actual fiber content, Tien attempted to distance herself from her shareholder role by drafting a contract that would reframe her involvement as a simple advertising partner rather than an investor.

Alongside Tien, several high-ranking members of Chị Em Rot and Asia Life JSC were also arrested and charged. Those from Asia Life JSC include Director Nguyen Pham Hong Vy, Product R&D Head Pham Thi Diem Trinh, Quality Assurance Manager Truong Thi Le, and Production Manager Tran Thi Le Thu. All face charges under Article 193 of the Penal Code for manufacturing counterfeit food, a crime carrying a possible life sentence in severe cases.

The Ministry of Public Security is continuing to expand its investigation to determine the full scope of misconduct. Legal experts note that Tien could face a prison sentence of up to five years if convicted under Clause 2, Article 198. If further evidence links her directly to the manufacturing of counterfeit goods, the punishment could rise significantly.

In an earlier development on April 4, the Ministry arrested and detained other key figures in the scandal, including Nguyen Phong, Chairman of Asia Life JSC; Le Tuan Linh, Director of Chị Em Rot Group; Le Thanh Cong, board member; and Nguyen Thi Thai Hang, Chairwoman of Chị Em Rot Group.

Established in November 2024, Chị Em Rot Group initially focused on media production before expanding rapidly. The group raised its charter capital threefold to USD 600,000 within a month. Asia Life JSC, founded in January 2022 with USD 360,000 in capital, was responsible for manufacturing the Kera candies on behalf of Chị Em Rot under contract.

Asia Life’s management insists they simply fulfilled orders based on Chị Em Rot’s product declarations and packaging specifications and were unaware of how the products were promoted to consumers.

The scandal has already led to multiple penalties. On March 20, the Ministry of Culture, Sports and Tourism fined both Quang Linh Vlogs and Hang Du Muc USD 2,800 each for deceptive advertising. On April 3, Vietnam’s National Competition Commission imposed an USD 3,200 fine on Chị Em Rot Group for failing to notify consumers about influencer partnerships and for disseminating misleading promotional content. Tien herself was fined USD 1,000 and temporarily banned from leaving the country.

This marks a dramatic fall from grace for Nguyen Thuc Thuy Tien, one of Vietnam’s most celebrated beauty queens. Tien first rose to fame after being crowned Miss Grand International 2021. She had previously achieved notable success in the national pageant circuit, securing the title of first runner-up in the Southern Beauty Queen 2017 competition and reaching the top five in Miss Vietnam 2018.

Her impassioned speech on peace and anti-violence during the Miss Grand International 2021 finale left a lasting impression. Post-pageant, she became a symbol of resilience and empowerment for Vietnamese youth and expanded her career into business, including founding Pharco Vietnam JSC to distribute international cosmetic brands.

However, her business endeavors have now cast a shadow over her reputation. The arrest underscores the growing need for accountability among public figures and serves as a cautionary tale about unchecked influencer marketing practices.