员工刻意剪碎王一博头像？库迪咖啡向王一博道歉：立即终止涉事门店合作并闭店，加强门店培训进一步规范物料回收流程

Core Viewpoint - Kudi Coffee issued an apology regarding the incident of maliciously destroying promotional materials featuring Wang Yibo's image, which sparked widespread outrage on social media [1][5]. Group 1: Incident Overview - The controversy began with a video circulating on social media showing staff at a Kudi Coffee store deliberately cutting and destroying promotional materials featuring Wang Yibo's image, which was perceived as disrespectful [3][4]. - The destruction of materials is a common practice in the fast-moving consumer goods and retail industry to avoid unauthorized use of an artist's image after contract expiration, but the manner of destruction and its public sharing were deemed inappropriate [3][4]. Group 2: Brand and Artist Relationship - Kudi Coffee and Wang Yibo have had a partnership since January 2024, with Wang Yibo becoming the global brand ambassador in January 2025, significantly boosting the brand's sales and international presence [4]. - The partnership ended on December 31, 2025, and the brand acknowledged the positive impact Wang Yibo had during their collaboration [4]. Group 3: Public Response and Brand Actions - Fans and the public demanded an apology from Kudi Coffee and called for serious consequences for those involved, as well as improved procedures for handling promotional materials [4][5]. - In response to the backlash, Kudi Coffee released a formal apology, admitting to improper handling of materials and outlining three key measures: terminating the partnership with the involved store, enhancing staff training, and improving material disposal processes [5][6]. Group 4: Legal and Ethical Implications - The incident highlights potential violations of the Civil Code of the People's Republic of China regarding the protection of an individual's portrait rights, as the actions taken by the store staff could be seen as infringing on Wang Yibo's rights [6]. - The situation serves as a reminder for brands to maintain respect and dignity in their partnerships, as a poorly handled separation can damage long-term brand trust [6].