# Zhejiang Grace

Towel Princes and DNA Tests: The High-Stakes Perils of China’s ‘Influencer-in-Chief’ Succession

Zhejiang Grace, a leading Chinese towel manufacturer, was forced to release a DNA test to debunk viral rumors of family infighting triggered by its heir's influencer marketing. The incident highlights the growing risks traditional Chinese firms face when leveraging social media fame to drive brand rejuvenation.