Trial & Error member arrested for theft: How it can mend its reputation in the short run

Hong Kong YouTube channel Trial and Error’s member Tang Ngai Hong has apologised after he pleaded guilty to theft on Monday for stealing items from a local Donki store.  

According to multiple local reports such as Ming Pao and HK01, Tang stole a series of items from a local Donki store worth over HK$600, including fruits and skincare products. He appeared at the Kwun Tong Magistrates’ Courts on Monday and pleaded guilty to a charge of theft. He was then fined HK$3,000. 

Tang, also known as the leading character of a local documentary “Once upon a time in HKDSE”, then uploaded a public statement on his Instagram account, claiming that he made a mistake because he was greedy and he deeply regrets it.  

“I would like to apologise to my family, the company and the ‘Once upon a time in HKDSE’ crew, especially YouTuber Hui Yin, thank you for giving me an unprecedented opportunity,” he said.  

“I'm sorry that I failed your cultivation and failed every audience who had expectations of me. I will take full responsibility for the consequences and do my best every day in the future, so as not to disappoint you and myself again,” he added. 

Tang's apology post on Instagram has garnered significant attention, with over 13.8k likes and 500 comments, a check by MARKETING-INTERACTIVE saw.  

While some have expressed support for Tang, stating that mistakes have the power to transform him into an even better person, others have expressed disappointment that a public figure like him would engage in theft. 

Social sentiments

Media intelligence firm CARMA also saw over 1,500 mentions related to the arrest of Tang in the past 24 hours. Of these mentions, 58.5% expressed negative sentiment, while 3.8% were positive.  

The incident sparked significant debate on social media, particularly on LIHKG, where numerous threads emerged, according to CARMA’s HK GM Charles Cheung.  
“Many netizens voiced their disappointment and shock, struggling to understand Tang's actions, especially given his growing popularity through Trial and Error and his participation in the documentary “Once upon a time in HKDSE”. This has led some to speculate about potential mental health issues. A few suggested humorously that the act might be staged to garner public attention for Trial and Error. 

Meanwhile, social monitoring firm Meltwater saw over 52 mentions over the past two days, with 5.8% negative and 94.2% neutral sentiments. Keywords associated with the incident include “chocolates”, “apples”, “Hui Yin”, “Donki”, “Tang Ngai Hong”, “theft”, “Instagram”. 

MARKETING-INTERACTIVE has reached out to Trial and Error for a statement.  

Last year, Trial and Error spent over eight months documenting Tang’s journey through the 2023 DSE exam. The channel’s co-founder Hui accompanied him throughout the journey and took the time to reflect on the trauma he had during his time as a student.  

The 10-episode series was first uploaded on YouTube, garnering more than one million views. The series was then converted into a full-length documentary and was brought to Hong Kong cinemas in July this year.

Industry reactions

The incident has undoubtedly caused reputational damage to Trial and Error since its artist has been involved in a legal case. Desmond Ku, founder and director of The Bridge Agency said Tang has been absent in the recent promotional events of “Once upon a time in HKDSE”, so the public might suspect the artist has been dealing with some issues during the time.

"Everyone makes mistakes. I think it's important for Trian and Error to manage the damage to its reputation for now. As for Tang, it's better for him to take a break and equip himself later on," he added.

Brian Yeung, co-founder of Brandstorm Communicationsis said the incident is a suicide bomb to the company's reputation, especially given that 'Once upon a time in HKDSE' is the channel's debut production on the cinema screen.

"As the lead actor, Tang was the face of the documentary, and his actions have now cast a shadow over the entire project. This scandal not only undermines the film's positive image but also raises serious questions about the company's judgement and ethical standards. Additionally, the company should have laid out a clear protocol for its actors and ambassadors to prevent such reputational damage stemming from their personal behaviour," he added.

Although he acknowledges his wrongdoing, Tang's apology lacks follow-up mechanics on how both Tang and the company plan to regain public trust moving forward, according to Yeung.

"Given the potential impact on the company’s reputation, especially with this being their debut production, a more formal approach—such as a joint statement with the company outlining specific steps to manage the fallout—would have been more appropriate. To effectively navigate this crisis, both Tang and the company must now focus on taking concrete actions to demonstrate accountability and restore public confidence."

By taking full responsibility and not attempting to minimise his wrongdoing, Tang is demonstrating a willingness to address the situation head-on, according to Vin Ng, director, Spread-it. "However, the incident still raises valid concerns about Hong's judgment and character that both he and the company may need to address more comprehensively. This is a complex situation that requires a thorough and transparent response," he added.

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