On June 17, police in Ninh Binh province announced the prosecution and temporary detention of Tran Dai Phuc, Director of Hai Be Co., Ltd., and Le Van Hai, a TikToker born in 1995 and a shareholder in the company. Both face charges of “trading in counterfeit food products.”

Earlier investigations into online activities revealed that the TikTok account “Hai Sen Family,” managed by Le Van Hai, regularly promoted cosmetics and dietary supplements. Among them was the “Hai Be appetite syrup,” which drew widespread consumer complaints about its quality.

Following these complaints, authorities inspected Hai Be Co., Ltd., located in Thanh Tay village, Van Phu commune, Nho Quan district. During the inspection, they seized cosmetics and supplements lacking the required invoices and documents proving their origin.

According to police, since 2024, Hai Be Co., Ltd. has sold over 800,000 products across platforms such as TikTok Shop, Facebook, and Shopee under the names “Hai Sen Family” and “Hai Sen.” Of these, over 100,000 boxes were of the “Hai Be appetite syrup.”

Laboratory tests revealed that key ingredients in the syrup - Vitamin A, Calcium, and Vitamin C - measured at less than 70% of the declared amounts, violating health supplement regulations. Under Vietnamese government standards, this qualifies the product as counterfeit.

Authorities have searched the homes and workplaces of Phuc and Hai and are expanding their investigation.

Who is the TikTok star behind the Hai Sen Family channel just arrested?

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Authorities confirmed that over 100,000 boxes of “Hai Be appetite syrup” sold on the market were counterfeit. Screenshot.

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Le Van Hai being arrested by police. Source: CACC
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Tran Dai Phuc, director of Hai Be Co., Ltd., also detained. Source: CACC

The TikTok channel “Hai Sen Family,” created by a couple from Nho Quan district, Ninh Binh province, rose to fame with thousands of videos selling various products on social media.

According to sources, Ninh Binh police recently detained Le Van Hai, 30, from Van Phu commune, Nho Quan district, in connection with the online sale of these goods.

Le Van Hai is believed to be the founder of the TikTok channel “Hai Sen Family,” which reached 2.6 million followers and also ran a Facebook vlog titled “Hai Sen Vlog.”

Investigations reveal that Hai and his wife, Sen, launched their YouTube channel “Hai Sen Family” in 2021. The channel depicted relatable, humorous, and vibrant family life, often featuring their young child. This content quickly made them social media sensations in Vietnam, especially on TikTok and YouTube.

Their engaging, life-inspired videos earned them over 2.6 million TikTok followers, 2.3 million on Facebook, and more than 2.6 million YouTube subscribers.

Capitalizing on this popularity, Hai developed a personal brand and began selling products through TikTok. Leveraging video interaction, he embedded product promotions into content and livestreamed daily sales. This approach helped him reach significant daily sales figures.

Products ranged from deodorants to moisturizers and lip balms under the “Hai Sen” brand, with increasingly frequent livestreams promoting various items.

In early 2025, online communities noticed the sudden inactivity of the “Hai Sen Family” TikTok channel, which disappeared from the platform for weeks, along with its shopping cart feature.

By June 15, users observed that the channel had gone dark, deleting all videos without explanation. The associated Facebook page, with 2.3 million followers, was also deactivated.

These actions sparked suspicion that the account was involved in selling substandard products. Thousands of followers and past customers left comments demanding an explanation, but Hai remained silent.

In recent times, the TikToker flaunted a rapid rise in wealth, showcasing a luxurious home, vast gardens, high-end cars, and multiple property deeds online.

Tran Nghi