# Time-Honored Brand

Milk and Innuendo: The Fall of a Chinese 'Time-Honored' Dairy Brand in the Live-Streaming Jungle

Tianjin Haihe Dairy has terminated its relationship with a third-party distributor after a viral live-stream used sexual innuendo to sell milk. The scandal has sparked a national debate over the lack of oversight in live-stream e-commerce and the reputational risks facing China’s legacy state-owned brands.