Tsingtao urination video sparks food safety concerns: How can it regain consumer trust?

The recent viral video of China’s beermaker Tsingtao revolving around a staff urinating on raw ingredients, has triggered public outcry and sparked China-made food safety fears across the region.  

In Hong Kong, the video has also drawn mixed reactions across local social platforms, with approximately 1,000 mentions observed over the past weekend, according to media intelligence firm CARMA. A majority of these mentions, accounting for 76.7%, expressed a negative sentiment. 

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Netizens were concerned about the persistent issues of food hygiene and safety in China and they believed that the video depicting the incident would damage the reputation of Tsingtao Brewery among overseas consumers, said Charles Cheung, CARMA’s HK GM.   

The incident also sparked a broader conversation about the need for stricter regulations and better enforcement in the food industry in China, said Cheung.  

The company said in a statement on Weibo last Friday that the clip is believed to have been recorded at Tsingtao Brewery No. 3. The company said it has reported the incident to the police and investigation has been initiated.

MARKETING-INTERACTIVE has reached out to Tsingtao for a statement. 

Potential damage to the brand image 

Despite the company reassuring the public that the batch of malt in question has been completely sealed and it will continue to ensure its product quality, industry players MARKETING-INTERACTIVE spoke to believed that the incident is likely to result in some reputational damage to the brand. 

David Ko, managing director, RFI Asia, said the act of urinating on raw ingredients did raise serious concerns about hygiene and food safety practices at the company.  

“Tsingtao's swift response in reporting it to police and initiating an investigation is a good first step, but the incident itself will understandably impact consumer trust and perception of the brand,” he added. 

In fact, the incident has raised broader concerns about food hygiene and safety in China's food industry. Brian Yeung, co-founder, Brandstorm Communications, said this could create a ripple effect, influencing perceptions not just of Tsingtao Brewery, but also of other brands operating in China's brewery industry.  

This incident is a prime example of how a single lapse in conduct can potentially undo years of carefully cultivated brand integrity and trust, he added. “In the digital age, the rapid dissemination of information, especially negative news, is highly potent and can significantly tarnish a brand's reputation and credibility in the blink of an eye,” he said.  

What more can be done? 

Tsingtao's move to address the incident directly and pledge strengthened management procedures may sound reasonable to mitigate damage.  

However, RFI Asia’s Ko said Tsingtao should continue to demonstrate transparency and accountability as the investigation proceeds.  

“Keeping consumers updated on findings, any changes implemented, and ongoing quality control assurances could help rebuild confidence over time,” Ko added.  

In fact, Ongoing vigilance and open communication will also be key to solving the issue in the long term. Ko said Tsingtao may need to assess if any brand reputation management, outreach to key accounts, partners, or marketing is needed to reinforce trust after the investigation concludes.  

Echoing Ko’s views was Brandstorm‘s Yeung, who said that it's crucial for Tsingtao Brewery to maintain transparency, demonstrate accountability, and take swift corrective actions. “Additionally, third-party audits and publicising their results could boost consumer confidence,” Yeung added.  

Media exposure is also one of the ways to navigate the PR storm. Desmond Ku, founder and director of The Bridge Agency said once the situation gets less tense, Tsingtao Brewery may conduct media tours, or film a few videos themselves, to tell the public how rigorous health and safety measures are in place. 

Video courtesy: YouTube channel @oeoeoeo

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