The Kera candy case - how were customers deceived?
The Investigation Department of the Ministry of Public Security seized 33,201 boxes of finished Kera candy; 7,470 boxes of semi-finished candy; 2,048 kg of Kera candy; and recovered 16.3 billion/17.5 billion VND in illicit profits obtained by the suspects from the production and sale of Kera candy products.
On August 30th, the Investigation Police Department of the Ministry of Public Security issued investigation conclusion No. 47/KLĐT-VPCQCSĐT-P3 recommending prosecution for the case of "Deceiving Customers" and "Producing Counterfeit Food Products"; and simultaneously transferred all case files and evidence, along with the investigation conclusion, to the Supreme People's Procuracy, recommending prosecution against 5 defendants belonging to the Chi Em Rot Group Joint Stock Company, including: Le Tuan Linh, Director and legal representative; Nguyen Thi Thai Hang (Hang Du Muc), Chairman of the Board of Directors; Le Thanh Cong, Director; Pham Quang Linh (Quang Linh Vlog), member of the Board of Directors; and Nguyen Thuc Thuy Tien (Miss Grand International 2021) for the crime of "Deceiving Customers," as stipulated in Clause 2, Article 198 of the 2015 Penal Code.
In this case, the Investigation Agency of the Ministry of Public Security also proposed prosecuting five defendants for the crime of "Producing counterfeit food products" belonging to Asia Life Joint Stock Company, including: Nguyen Phong, Chairman of the Board of Directors; Pham Thi Diem Trinh, Head of Product Research and Development Department; Tran Thi Le Thu, Head of Product Research and Development Department; Nguyen Thi Hong Vy, Director; and Truong Thi Le, Head of Quality Assurance Department and Head of Quality Control Department, as stipulated in Article 193 of the 2015 Penal Code.
According to the investigation results, the police determined that the Super Greens Gummies dietary supplement is a product of Chi Em Rot Group Joint Stock Company, founded by Nguyen Thi Thai Hang (Hang Du Muc), Chairman of the Board of Directors; Pham Quang Linh (Quang Linh Vlogs), founding shareholder and member of the Board of Directors, in collaboration with Miss Grand International 2021 Nguyen Thuc Thuy Tien, both famous and influential KOLs on social media, and manufactured by Asia Life Joint Stock Company (at a price of 32,452 VND/box).
The product, "Kera," was registered as a trademark by Chi Em Rot Company at the Intellectual Property Office on December 18, 2024. The product information and descriptions stated that Kera candy is made from 28.13% natural vegetable powder. With the aim of increasing revenue and maximizing sales profits, the individuals involved posted information, introduced, promoted, and sold the product through the Facebook page "KERA VIETNAM" and the TikTok account "KERA VIETNAM" (all accounts created and managed by Chi Em Rot Group Joint Stock Company), as well as the TikTok accounts "Hang Du Muc" of Nguyen Thi Thai Hang and "Quang Linh Vlogs" of Pham Quang Linh.
Accordingly, the advertising and sales content presented by the advertisers stated: Kera candy is made from 10 types of natural vegetables, which supplement fiber and are good for digestion. Pham Quang Linh specifically promoted the claim that "1 candy is equivalent to 1 plate of boiled vegetables" to attract consumers. Between December 12, 2024, and March 14, 2025, Chi Em Rot Company sold 135,325 boxes of Kera candy (at a listed price of 150,000 VND/box) to approximately 30,000 customers, generating a total revenue of 17,546,963,347 VND.
However, in reality, during the production of Kera candy, Asia Life Joint Stock Company did not use natural vegetable ingredients but purchased powders and additives. The vegetable powder content only accounted for 0.61% to 0.75%, significantly lower than the declared vegetable powder content (28.13%). Furthermore, the Chairman of Asia Life Joint Stock Company directed the use of Sorbitol 70% (accounting for 35%), sugar (accounting for 12%), and various other additives.
Although the main ingredients are the aforementioned substances, the perpetrators did not disclose this information to consumers, deceiving them about the product's supposed digestive and laxative effects on Kera candy, claiming it was due to the addition of natural fiber from fruits and vegetables. In reality, the laxative effect is caused by Sorbitol, a food additive and sweetener used in the food industry, and also an ingredient in the production of laxatives for constipation. Therefore, Kera candy has been identified as counterfeit (in terms of quality), according to the Forensic Examination Report No. 2483/KL-KTHS dated March 31, 2025, from the Institute of Criminal Science, Ministry of Public Security.
Following media reports regarding the Kera vegetable candy product of Chi Em Rot Group Joint Stock Company, which was falsely advertised on social media platforms by Miss Nguyen Thuc Thuy Tien, Nguyen Thi Thai Hang (Hang Du Muc), and Pham Quang Linh (Quang Linh Vlogs), causing public outrage and seriously affecting consumer rights, under the direct and comprehensive direction of the Deputy Minister and Head of the Investigation Agency of the Ministry of Public Security, the Investigation Agency of the Ministry of Public Security, in coordination with the Department of Environmental Crime Prevention and Control, the Dak Lak Provincial Police, the Ho Chi Minh City Police, and other professional units, concentrated its forces and implemented comprehensive professional measures to investigate and verify the violations of the law related to the production and promotion of Kera candy by Chi Em Rot Group Joint Stock Company on social media platforms.
According to the investigation documents, the Kera vegetable candy supplement was a product of a joint venture between Nguyen Thuc Thuy Tien and the shareholders of Chi Em Rot Company. Tien received profits according to the capital contribution agreement, equivalent to 30%, while the remaining shareholders contributed 70% of the shares. After launching the product, Tien, along with Nguyen Thi Thai Hang and Pham Quang Linh, disseminated false information to exaggerate the product's benefits.
During the investigation, the Criminal Investigation Agency of the Ministry of Public Security seized 33,201 boxes of finished Kera candy; 7,470 boxes of semi-finished candy; 2,048 kg of Kera candy; and recovered 16.3 billion/17.5 billion VND in illicit profits obtained by the suspects from the production and sale of Kera candy products. The police also determined that Miss Thuy Tien received up to 7 billion VND in commission.
