On September 4, social networks were abuzz with an image of what is believed to be streamer Do Mixi smoking shisha in a bar. Notably, shisha has been officially banned in Vietnam since January 1, 2025.
The short video was filmed during an exchange between Do Mixi and former Spanish player Gerard Pique on the evening of September 3.
The fact that a KOL with a great influence with more than 7.2 million followers on TikTok and 5.6 million fans on Facebook like Do Mixi comfortably sucks on shisha in public places immediately caused the male streamer to be criticized for a series of things (streamer: a person who streams live on social networks).
Many viewers believe that this is an act of displaying "escapes" and violating the provisions of the law.
Under public pressure, in the livestream on the evening of September 4, Do Mixi admitted that the person in the clip was him.
Do Mixi explained that he "did not know that shisha was banned by law" and publicly apologized: "This will be a big lesson for me. I would like to apologize to everyone who was disappointed when reading this news. I was also disappointed in myself because I made a mistake in elementary school. I apologize to those affected by this incident.
However, the explanation did not satisfy the audience. Some opinions say that, with his great influence and being praised for pioneering the removal of pod (e-cigarettes) from the trash can after the ban at the beginning of the year, Do Mixi is even more capable of lacking in understanding the provisions of the law.
In response to the attack, the male streamer temporarily turned off the commenting feature on his TikTok channel.
Talking to Lao Dong Newspaper, media expert Tam An commented: "The story of Do Mixi attracting shisha reflects a reality. That is, celebrities always live under the public's eyes. In the social network era, every action, no matter how personal, can become a spreading message and shape the way the public evaluates them. However, the big question is, why is there a series of celebrity scandals happening again when the audience is much more demanding?
According to experts, celebrities hold "iconic power". Not only do they orient the entertainment market, they also contribute to orienting behavior and lifestyle, especially for young people. Therefore, their responsibility is not only to themselves but also to the audience and associated brands.
"The consequences of this incident are obvious: losing points in the eyes of the public, especially young audiences; the risk of being negatively labeled; even affecting the brand value they represent," the expert commented.
According to Ms. Tam An, This incident is not only a error of image but also a reminder: in the digital age, influence always goes hand in hand with responsibility. That is the constant principle that celebrities need to remember, the expert emphasized.
Recently, the National KOL Conference was held, clearly affirming the need to tighten the activities and image of KOLs and KOCs, who have influence on social networks. More than anyone else, they need to maintain their image and not live off standards. influence needs to go hand in hand with responsibility.
In recent years, the wave of public criticism has been stronger, public opinion is more strict, but there have been consecutive scandals of celebrities.
