Hema (盒马) apologizes as "Pink Wood Ear" packaging sparks vulgarity accusations

What happened

Hema (盒马), Alibaba’s fresh-retail chain, has apologised after a package design for a private‑label mushroom product drew sharp online criticism and climbed social media trending lists. The product — sold under Hema’s “Mushroom Planet” line and labelled 贵妃粉耳 (literally “Guifei Pink Wood Ear”) — featured a female side‑silhouette filled with the pink fungus texture alongside copy reading “粉嘟嘟，蘑菇届萌新.” Hema said it removed the items from shelves after receiving feedback.

Why users objected

Critics said the silhouette and copy crossed a line from playful branding into suggestive or vulgar imagery. It has been reported that the phrase “粉木耳” has acquired lowbrow or sexualized connotations in some online subcultures, and that pairing that term with a female silhouette made the design appear to exploit ambiguous slang for marketing attention. Supporters of the brand point out the Mushroom Planet series uses pictorial cues tied to product names — chickens for 鸡枞菌, an elder’s head for 老人头菌, a sheep for 羊肚菌 — and that “贵妃” culturally evokes a female figure; was this an ill‑judged nod to naming conventions, or a misread of online language?

Company response and wider context

Hema issued a formal apology, pledged to strengthen label and product review procedures, and said it “firmly opposes” vulgar or harmful content; the company also stated the offending SKUs were fully withdrawn. It has been reported that relevant regulatory departments are looking into the matter. The episode comes amid intensified domestic scrutiny of platform content and marketing practices in China, where regulators and public opinion have grown less tolerant of perceived vulgarity or irresponsible promotional tactics — a reminder that cultural signals can travel and mutate online, sometimes with costly consequences for brands.