Eatigo HK apologises for disrespectful Threads post regarding Keung To's accident

Restaurant booking platform Eatigo has apologised for posting disrespectful comments on Threads after boyband MIRROR's Keung To accidentally fell into the sea while jogging yesterday. 

This came after Keung's rescue from the waters off Sai Wan yesterday afternoon (24 June). While rumours are suggesting he attempted suicide, he clarified through his agency on Instagram that it was an accident.

Soon after the incident, Eatigo posted a comment on Threads, stating: "Hey Keung Candy! Let’s enjoy a good meal to calm down. Let’s have some seafood to support your idol spiritually!” (各位姜糖們，食返餐好嘅定定驚，食返啲海鮮精神上陪伴偶像啦！) "Keung Candy" is a nickname for Keung’s fans, also known as 姜糖 in Cantonese.

However, the post has triggered backlash, with many critisising the lack of empathy the brand showed to the singer. Eatigo deleted the post quickly and issued an apology statement, admitting that the original post clearly lacked the necessary respect and sensitivity.

It did not adequately consider the significant psychological pressure and busy life that Keung faces as a public figure, nor did it foresee that such remarks could lead to misunderstandings or negatively impact him, said the statement.

“We made light-hearted jokes without fully understanding Keung's actual situation, and such behaviour may have caused harm to him and his supporters. We deeply regret this,” the statement reads.

Eatigo added that it will be more cautious and thoughtful before posting, committing to learn from this experience and prioritise respect for everyone's feelings in future content creation, especially regarding the privacy and pressures of public figures.

“The Eatigo Hong Kong team once again apologises to everyone concerned about this matter. We will take greater care to ensure that our promotional content brings positive impact rather than unintentionally causing misunderstandings or harm,” it said. 

Despite Eatigo's effort to calm the fire, its apology post has drawn mixed reactions, with over 270,000 views, 830 reactions, 930 comments, and 2,200 shares on Threads, MARKETING-INTERACTIVE confirmed. Many netizens described it as a low-level public relations disaster that thrives on misfortune and aims to attract attention. Additionally, some who are not fans of Keung said they still find the overall impression of the brand unappealing.

MARKETING-INTERACTIVE has reached out to Eatigo for a statement. 

Following the incident, Ahfa Wong, the manager of Mirror that Keung belongs to, shared a post on Instagram yesterday, quoting Keung: “It was just my own carelessness, a minor accident happened. I’m fine, please don’t worry. I hope there won’t be any speculation. Really sorry for making everyone concerned. - From Keung To.”

The incident has also sparked intense discussion among Hong Kong netizens. Several celebrities have taken to Threads and Instagram to criticise the severity of online comments, condemning some netizens for their lack of empathy.

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