Arrests, exposés, and fashion fails: 2025’s biggest celebrity scandals

The past 12 months have shown that even the most adored celebrities can find themselves mired in controversy, with repercussions that ripple across brand deals, fan perception, and social media campaigns alike. According to predictions by advertising company Ebiquity, China’s KOL market is projected to reach $13 billion (93 billion RMB) by the end of the year, accounting for 58% of global media spend. Yet, from courtroom drama to sartorial sensitivities, the scandals of 2025 demonstrated the risks that come with investing in KOL partnerships. Below are some of the year’s most notable celebrity scandals and their impact on brands. Darren Wang: Draft-dodging, Uber assault Back in March, Taiwanese actor Darren Wang, famous for his breakout role in the romance film Our Times, made international news following a series of legal troubles. The 34-year-old was first arrested for allegedly falsifying medical documents to avoid mandatory military service, sparking widespread public criticism. Shortly afterward, he faced further legal action for a violent incident involving an Uber driver in 2024, which left the victim hospitalized. Wang was released on substantial bail, yet the twin arrests have cast a long shadow over his career, raising questions about accountability for stars in Asia’s entertainment industry. Eyewear brand MOHK, which works with the actor, drew some criticism for standing by him throughout the investigation. Kim Soo-hyun: Relationship allegations shake South Korea’s leading man March saw leading South Korean actor Kim Soo-hyun face career-threatening accusations when the family of late actress Kim Sae-ron claimed he had an inappropriate relationship with her as a minor. The allegations quickly led to the suspension of multiple high-profile projects and a dramatic drop in brand endorsements. Brands that terminated their contracts with Kim included Prada, vegan beauty brand Dinto, CJ Foodville–owned bakery chain Tous les Jours, K2 Korea, as well as Shinhan Bank, Aekyung Group, and Eider. Despite pursuing defamation lawsuits and publicly denying wrongdoing, Kim’s reputation has suffered a major hit, illustrating the fragile intersection of celebrity, morality, and corporate partnerships in Asia’s entertainment markets. Lisa: Met Gala misstep Even superstar performers can stumble in the fashion arena. Blackpink’s Lisa ignited controversy at the 2025 Met Gala when her Louis Vuitton underwear appeared to feature an embroidered image of civil rights icon Rosa Parks. Though the artist, Henry Taylor, clarified it was one of his neighbors, the design misstep triggered a social media storm. The incident highlights how even well-intentioned artistic expression can provoke intense backlash when interpreted through a global lens of cultural sensitivity. Karina: Political backlash A single Instagram post in May nearly derailed Aespa leader Karina’s endorsement portfolio when her outfit, a red jacket sporting the number 2, was construed as signaling support for South Korea’s conservative People Power Party (PPP) and its No. 2 candidate. Despite immediate corrective action, brands scrambled to contain potential fallout, revealing the extreme scrutiny K-pop idols face in South Korea during election cycles. The episode serves as a cautionary tale for both celebrities and luxury brands navigating politically charged social media landscapes. Zhao Lusi: Livestream exposés Global ambassador for Versace and Bulgari’s China face, 27-year-old actress Zhao Lusi reignited national attention over the summer after publicly accusing her former agency, Galaxy Cool Entertainment, of mistreatment and financial misconduct. In a series of Xiaohongshu (RedNote) livestreams, Zhao detailed coercion, medical neglect during filming, and withheld earnings, generating both public sympathy and scrutiny. While her revelations briefly unsettled luxury partners who prioritize brand control, her candidness also drove record engagement, making her the first Xiaohongshu creator to surpass 21 million followers in August and helping her sell out products ranging from noodles to jewelry. The episode highlights a shift in China’s celebrity economy, where emotional candor now fosters consumer loyalty, even amid controversy. William So: State cancels concert Hong Kong singer William So (So Wing-hong) had his sold-out concert in Wenzhou, China, canceled in September after a netizen reported his drug-related offense from 2002 to local authorities. Chinese state media described the cancellation as “necessary,” highlighting the country’s zero-tolerance drug policy and the expectation that public figures uphold moral standards. In response, So issued a public apology, expressing remorse for his past actions. Jin Xing: LGBTQI+ tensions Famed transgender dancer and TV host Jin Xing, often called “China’s Oprah,” faced multiple cancellations of her dance shows and performances in 2025, continuing a pattern that began in late 2024. Observers widely interpret the moves as part of a broader government crackdown on the LGBTQ+ community and efforts to enforce conservative values. The cancellations are thought to have been influenced by a previous incident in which Jin displayed a rainbow flag onstage and publicly advocated for gender equality, signaling the sensitivity of such expressions in China’s current cultural climate.

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Arrests, exposés, and fashion fails: 2025’s biggest celebrity scandals