Yeshua Group Once Again Faces Vulgar Marketing Scandal, Summoned by Regulatory Authorities

Recently, Hainan Coconut Tree Group was once again in the spotlight after hanging promotional advertisements with suspected vulgar content in the factory tour area. On March 2, the Haikou Market Supervision Bureau interviewed the company regarding the vulgar advertisements displayed inside the Coconut Tree Group factory and demanded rectification.

According to Southern Metropolis Daily, the recent open factory tour by Coconut Tree Group was intended to bring the company closer to consumers and showcase its brand strength. However, it sparked widespread complaints and public controversy due to vulgar slogans such as “Big, big, big Coconut Tree female employees have big breasts” and “Pursuing big breasts is to let babies have milk.”

These slogans are accused not only of violating social morals and customs but also of using women’s physical features as marketing gimmicks.

On March 2, JiJian News inquired with Coconut Tree’s official customer service about the matter, but the representative said they were not aware of the specifics.

In fact, Coconut Tree Group has been fined multiple times for vulgar advertising. On May 6, 2024, the Haikou Market Supervision Bureau’s Longhua Branch fined Coconut Tree Group 400,000 yuan for using government officials in commercial marketing and for advertising slogans such as “Wipe milk with coconut” and “South Pacific beauties rarely have ‘airports’.” The bureau believed the advertisements contained content that hindered social order and violated good social customs.

In March 2021, Coconut Tree Group posted a recruitment ad stating, “Coconut Tree Group is recruiting for the positions of general manager and deputy general manager!!! No specific major required, as long as you can write, you will get a car, a house, high salary, and surely be chased by beautiful women and handsome men.” The Hainan Provincial Market Supervision Bureau deemed this to “disrupt social order or violate good social customs” and fined 400,000 yuan.

In March 2019, Coconut Tree Group was fined 200,000 yuan for violating good social customs, with the reason being “disrupting social order or violating good social customs.”

Public information shows that Coconut Tree Group Co., Ltd. was established in July 1980, headquartered in Haikou, Hainan Province. It is China’s largest natural plant protein beverage producer and one of the top ten beverage companies in China. The company has a registered capital of 50 million yuan, over 6,000 employees, and an annual output value of about 5 billion yuan.

According to the official account of the Hainan Food Safety Association, in 2023, Coconut Tree Group’s sales increased by 3.08% year-on-year to 5 billion yuan, and in 2024, the group’s output value reached 5.006 billion yuan, a year-on-year increase of 0.12%.