The functional food market in the boom period
From videos showing off personal life, jumping, shaking hips causing a storm on the network, many TikToker and Facebookers suddenly suddenly suddenly became a phenomenon. Grasping that heat, they immediately ordered cosmetics, functional foods (TPFs)... and then opened for sale on social networks, earning a billion-dollar profit.
Here, TikToker, KOLs, KOCs and Influencers continuously "inflate" a series of products with miraculous commitments: rapid weight loss, immediate skin whitening, and outstanding health improvement.
Before being arrested and prosecuted for allegedly producing and trading counterfeit food, Ngan 98 attracted attention with advertisements online. Since 2020, Ngan 98 has advertised a set of 3 weight loss products Super Detox X3, X7 Plus and X500 with commitments to lose weight quickly, "challenging everyone".
Over the years, Hoang Huong has also become famous online with luxurious images and controversial livestreams advertising functional foods. A series of products are advertised as "ostomy", " foul-smelling disease to the end of life", "effectiveness recognized by the world scientific council" despite lacking scientific basis.
Or recently, after the Food Safety Department discovered that the product advertised by "yan Collagen" had signs of violation, the Ho Chi Minh City authorities inspected it but the related company stopped operating. Currently, the management force continues to review the distribution of the product.
Previously, the two products "Sally Apple Rehabilitation" and "N-collagen Lemon Plus" were identified as being advertised fraudulently as medicine and had not been licensed. The authorities are conducting an inspection and taking samples for handling according to regulations.
Advertising is less noisy
Market records show that after the mid-year sweep and recent prosecutions, the advertising of "explosive" functional foods has decreased significantly, and livestream campaigns selling functional foods have also decreased. Many platforms tighten content approval, causing brands to switch to more cautious communication, increasing the proportion of scientific - legal content instead of declaring "medical" uses.
On October 13, 2025, the time Ngan 98 was arrested and prosecuted, on many social networking platforms, the e-commerce platform of X 1000 PLUS Ngan 98 weight loss products was advertised as suitable for the "difficult to reduce location", a 15-day trial, still being publicly advertised for sale at 209,000 VND/box.
However, after more than 10 days, on e-commerce platforms, Ngan 98 products are no longer for sale.
Or the Kera products of Miss Nguyen Thuc Thuy Tien, Quang Linh Vlogs and Hang Du Muc have also disappeared from the shopping basket and are no longer displayed for purchase.
Or the HIUP High-altitude Dairy product was advertised heavily online with the commitment to "every time you drink it, it is high", increasing by 3-5cm after 3 months. According to the reporter's records on October 24, there are no more advertisements for this product on e-commerce platforms or social networking sites.
Another famous Tiktoker is Ngan Collagne. Hoang Chau Pharm Company Limited and BEQUEN Company Limited - both related to products advertised by Ngan Collagen - have announced their dissolutions due to business ineffectiveness.
These two enterprises used to be the unit responsible for distributing and quality of products on the list requested by the Food Safety Department (Ministry of Health) for inspection and sampling in May, such as "apple worms waste belly fat" and "N-Collagen Lemon Plus". Currently, these products are no longer on e-commerce platforms.
However, as of October 24, 2025, on e-commerce platforms, dozens of N-Collagen cosmetic products are still being sold such as N.COLLAGEN black tea Face cream, Ncollagen green tea Face cream, N'COLAGEN night bird's nest Face cream, N-Collagen dark white moisturizer...
