Chinese milk tea products allegedly satirizing Japan disposing of nuclear-contaminated water triggers sensation among netizens; sales soar 400 percent

Xiang Piao Piao's stock price soared on Monday and hit the daily up limit after netizens found one of its products sold in a store in Japan have cup sleeve satirizing Japan's handling of nuclear-contaminated wastewater.

The Chinese milk tea brand has reportedly seen a 400 percent surge on its live streaming sales in China as millions of netizens bought the products from Saturday to Sunday.

A Chinese netizen discovered that MECO fruit tea, a drink under the brand of Xiang Piao Piao, sells products in a store in Japan with slogans on their cup sleeves showing "the ocean is not Japan's sewer" and "0.1 percent of the land pollutes 70 percent of the ocean." The picture was then exposed on Chinese media social platform.

Tens of thousands of simultaneous viewers visited Xiang Piao Piao's  live stream over the weekend after the matter went heated, in which three of the six items were sold out during the live. The daily sales of its store have skyrocketed from 2,500 yuan ($346) to 1 million yuan, according to media reports. 

The cup sleeves have also been out of stock as the demand is increasing, and it will be replenished at a later date, according to the anchor of the event. 

The official Weibo account of Xiang Piao Piao also released a statement on Saturday saying that "our staff are awesome" after its action triggered heated discussion on Chinese social media platforms. According to media report, the president of Xiang Piao Piao said during the live stream on Sunday that he would award 100,000 yuan to the related employees and donate all the income from the live stream from 8 pm to 12 am that night to the Environmental Protection Foundation.

The hotline staff from Xiang Piao Piao said that it was a personal behavior of the employees, not an initiative of the company, according to the 21st Century Business Herald. The Kyowa store in Okubo of Japan also told the media that the store has not sold drinks with such cup sleeves.

According to previous reports, the Tokyo Electric Power Company (TEPCO) started to dump the fifth batch of Fukushima nuclear-contaminated water into the ocean on April 19. In Japan's fiscal 2024, which ends in March 2025, TEPCO plans to release a total of 54,600 metric tons across seven rounds, the Japan Times reported.