Core Viewpoint - The incident involving Qiaqia Sunflower Seeds and actress Yang Zi illustrates a "butterfly effect" in social media, leading to significant public discourse and impacting multiple brands [1] Summary by Sections Incident Overview - The controversy began with a promotional post from Qiaqia Sunflower Seeds emphasizing their product's dryness, which was humorously linked by netizens to Yang Zi, leading to a misunderstanding and backlash from her fans [2][5] - The situation escalated as various brands commented on the post, further fueling public discourse, although many later deleted their comments under pressure [6][7] Brand Reputation and Historical Context - Yang Zi's fans revisited past controversies regarding Qiaqia's product quality, specifically a 2019 incident involving excessive mold, shifting the focus from the initial joke to serious quality concerns [8] - As of December 3, Qiaqia's stock price was 22.05 yuan per share, reflecting a 0.59% decline, with a total market capitalization of 11.1 billion yuan [9] Marketing Strategy and Brand Positioning - The incident highlights the challenges faced by traditional brands like Qiaqia in adapting to younger audiences, as they attempt to engage through social media and trendy marketing tactics [13][15] - Qiaqia's recent financial performance shows a significant decline, with a 5.38% drop in revenue to 4.501 billion yuan and a 73.17% decrease in net profit to 168 million yuan for the first nine months of 2025 [18] Cultural and Social Dynamics - The misunderstanding surrounding the term "Qiaqia Guazi" reflects the complexities of fan culture and the challenges brands face in navigating these dynamics without alienating broader audiences [12][19] - The incident serves as a reminder that engaging with fan culture requires a nuanced understanding, as missteps can lead to public backlash and damage to brand reputation [19]