Top 5 PR controversies that buzzed among HK readers in 2025

In today’s interconnected landscape, effective crisis management has become vital for businesses and organisations seeking to protect their brand image and reputation. Proactively addressing and preventing public relations issues can significantly mitigate financial risks, safeguard profits, and ensure long-term stability. Moreover, it strengthens relationships with stakeholders, offers a competitive advantage, and fosters sustainable growth.

According to the Comms Report 2025 by Cision, marketers identify the ability to respond swiftly to changing marketplace dynamics and seize opportunities (45%) as well as crisis preparedness, response, and execution (26%) as key communication responsibilities that their CEOs will prioritise in the coming year.

Throughout 2025, numerous incidents have captivated our audience's attention, underscoring the complexities of reputation management. In response to these unfolding events, MARKETING-INTERACTIVE has curated a list of the top five incidents, illuminating their implications and the valuable lessons they offer for brands navigating the intricate realm of public perception.

1. HK hot air balloon festival organiser apologises for cancelling flying experiences

The story that captured readers' attention was the organiser of Hong Kong's first International Hot Air Balloon Festival apologising for suspending the balloon ride experience on opening day.

Scheduled for 4 to 7 September, the HABFest festival aimed to provide visitors with rides in specially designed hot air balloons anchored to the ground, rising 10 to 20 meters for stunning city views. Ticket prices for evening entry and flying experiences were HK$880 and HK$580, respectively, with an additional HK$200 per drone photo.

However, the event organiser, Grand Events Asia, said that the festival received approval to fly captive balloons for display purposes only, allowing only specialised technicians on board. 

Many visitors expressed disappointment upon arrival, with some calling the event a total scam and requesting refunds. A MARKETING-INTERACTIVE check on Threads saw this. The Consumer Council received at least 303 complaints about the festival, totaling over HK$302,212, with the largest single claim amounting to HK$10,000.

According to its official website, Grand Events Asia said that despite its best efforts, it recognised it fell short of delivering the expected customer experience. "We appreciate our title sponsor AIA Hong Kong for their strong concern for customer experience and for reinforcing the importance of our role, as the event organiser, in making proper arrangements for affected ticket holders. As such, we have decided to offer full refunds for all HABFest tickets to express our sincere apologies and gratitude."

2. IShowSpeed's HK tour cops flak for missing the city's highlights in itinerary

Another story that got our readers hooked involved American YouTuber IShowSpeed (Speed), whose Hong Kong tour faced criticism for lacking an appropriate itinerary to effectively promote the city.

As part of his streaming tour in China. Prior to Hong Kong, he toured various cities in China, such as Shanghai, Beijing, Henan, Sichuan, and Chongqing. During his tour in Hong Kong, Speed engaged in various local customs, such as villain hitting (打小人) at Goose Neck Bridge in Causeway Bay, visiting pandas and feeding penguins at Ocean Park, and trying Hong Kong street food. The livestream garnered over 10,000,000 views, MARKETING-INTERACTIVE confirmed.

While Speed was guided by local YouTubers Torres Pit and Bertram Lau, they received backlash from netizens for their dull and inappropriate itinerary. Several netizens criticised the lack of genuine desire to interact with Speed. Pit was specifically criticised for allegedly teaching Speed to use profanity, which was detrimental to Hong Kong's image. Some netizens said his dialogue was embarrassing and dull, also deeming it inappropriate for him to promote his own YouTube channel during the tour.

Meanwhile, Lau faced criticism for planning the itinerary inappropriately, disregarding Speed's preferences for visiting places, and instead taking him to try out his family member's restaurant. Some netizens said they prefer watching Speed's interactions with citizens in the livestream rather than his interaction with Pit and Lau.

Media intelligence firm uMaxData saw a total of over 12,119 mentions across local forums on 4 and 5 April regarding the incident, with 68% negative, 6.5% positive and 25.5 neutral sentiments. On 5 April, YouTube activity remained high at 5,918 mentions, covering continued discussions about IShowSpeed's activities in Hong Kong, with sentiments being 38.7% negative, 36.2% negative and 25.1% neutral.  

3. Ocean Park apologises for insensitivity after uproar over alligator watch strap

Back in February, Ocean Park raised eyebrows for launching a panda-themed luxury watch with an alligator leather strap done in partnership with local brand Memorigin, with some questioning whether the park went against its core value - animal conservation. The watch, which costed over HK$30,000, was listed on the company website with a description stating: “a watch combining luxury and comfortability”.

The move drew mixed reactions online, with some questioning why the marketing team of the company approved the design in the first place, while some said the park’s insensitivity damaged its brand reputation, as seen on Instagram.

Since the outcry, the company immediately removed the product from sale and apologised for its lack of sensitivity in launching an IP product that did not align with the core conservation values. 

“We will definitely learn from this experience and conduct a comprehensive internal review, as well as review the designs, production and procurement guidelines of all our own and collaborative products,” said the company spokesperson, adding that the park would enhance staff training and communication with licensed partners to ensure the park’s operation is in line with our core conservation values."

Meanwhile, Memorigin said that all alligator leather used in its timepieces is sourced exclusively from suppliers that complied with the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). "We ensure that our alligator leather comes from legally operated farms that uphold strict conservation principles, contributing to the sustainable population growth of these protected species."

4. Swatch apologises for featuring 'slant eye' pose in promotional ad

Swiss watchmaker Swatch apologised for publishing an ad featuring a model making a “slant eye” gesture, which triggered backlash on Chinese social media. 

This came after the brand uploaded various images featuring a male model making “slant eye” posts, while promoting its Camo Flash model. The incident had garnered over 1.9k mentions globally, with many netizens commenting on the problematic use of stereotypical imagery, accusations of racism and cultural appropriation, and the swift reactions to such controversial incidents, according to media intelligence firm CARMA. 

Swatch's brand sentiments had dropped from 32.3% positive and 11.9% negative to 17.6% positive and 44.7% negative. Associated keywords include "Swatch", "China", "Instagram", "longines", "slant eye", "image", amongst others. 

In response to the backlash, the watchmaker uploaded both English and Chinese statements on its Instagram and Weibo accounts, respectively, stating it had taken note of the recent concerns regarding the portrayal of a model in images for the Swatch ESSENTIALS collection.

“We treat this matter with the utmost importance and have immediately removed all related materials worldwide. We sincerely apologise for any distress or misunderstanding this may have caused,” added the statement. 

5. Astronomer's CEO resigns after being caught having an affair with CPO at Coldplay concert

A "kiss cam" moment at a Coldplay concert in Boston in July made headlines around the globe, allegedly capturing an extramarital affair between CEO Andy Byron and chief people officer Kristin Cabot of the American data operations technology company Astronomer.

The video footage went viral on social media, seemingly showing Byron and Cabot cuddling at the concert. Upon realising they were on the jumbotron, the duo was seen trying to hide their faces.

Following the scandal, the New York City-based company said via a LinkedIn statement that Byron had tendered his resignation, and that the board of directors had accepted this decision. The company did not mention Cabot, but according to various news reports, she has been placed on leave. The company also clarified that Astronomer’s senior director of people, Alyssa Stoddard, who was previously misidentified in the footage, was not present on this occasion, and stated that "no other employees were in the video".

Shortly after, Astronomer went viral again, but this time, for a very different reason. In one of the most unexpected pivots in crisis communications this year, the brand tapped actress Gwyneth Paltrow as its temporary spokesperson, debuting her in a video where she deadpans her way through awkward questions about what the company actually does.

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