# brand reputation

A National Coconut Brand Keeps Pushing the Line: Why Yeshù’s Sexed‑Up Marketing Matters

China’s Coconut Tree (椰树集团) again sparked controversy after factory banners sexualised female employees and linked chest size to coconut drink. This is the latest repetition of provocative campaigns that have drawn fines and public criticism, highlighting the tension between short‑term viral marketing and long‑term brand risk amid tougher cultural enforcement in China.