What do we see from the case of KOL Do Mixi using illegal substances while interacting with Gerard Piqué?

Do Mixi apologized in livestream on the evening of September 4. Photo taken from video

On September 4, social media was abuzz with images of streamer Do Mixi smoking shisha in a bar. Notably, shisha has been officially banned in Vietnam since January 1, 2025.

The short video was recorded during the exchange between Do Mixi and former Spanish football star Gerard Piqué on the evening of September 3.

The fact that a KOL with great influence with more than 7.2 million followers on TikTok and 5.6 million fans on Facebook like Do Mixi comfortably smoked shisha in public immediately caused the male streamer to receive a series of criticisms (streamer: someone who often broadcasts live on social networks).

Many viewers believe that this is an act of expressing a "deviant" image, violating the law.

Under pressure from public opinion, during the livestream on the evening of September 4, Do Mixi admitted that the person in the clip was him.

Do Mixi explained that he “did not know that shisha was banned by law” and sent a public apology: “This will be a big lesson for me. I want to apologize to everyone who was disappointed when reading this news. I am also disappointed in myself for making such a basic mistake. I apologize to those affected by this incident.”

However, the explanation did not satisfy the audience. Some opinions said that, with great influence and having been praised for being a pioneer in throwing pods (electronic cigarettes) into the trash after the ban earlier this year, Do Mixi could not be ignorant of the law.

Faced with a wave of attacks, the male streamer temporarily turned off the comment feature on his TikTok channel.

Talking to reporters, media expert Tam An commented: “The story of Do Mixi smoking shisha reflects a reality. That is, famous people always live under the public eye. In the era of social networks, every action, no matter how personal, can become a viral message and shape how the public evaluates them. However, the big question is, why, when the audience has become much more difficult, a series of scandals of famous people still happen continuously?”

According to experts, celebrities hold “symbolic power”. Not only do they shape the entertainment market, they also shape behavior and lifestyle, especially among young people. Therefore, their responsibility is not only to themselves but also to the audience and the brands they are associated with.

"The consequences of this incident are clear: losing points in the eyes of the public, especially young audiences; risk of being negatively labeled; even affecting the value of the brand they represent," experts said.

According to Ms. Tam An, “This incident is not just an “image error” but also a reminder: in the digital age, influence always goes hand in hand with responsibility. That is an immutable principle that all famous people need to remember,” the expert emphasized.

Recently, the National KOL Conference was held, clearly affirming that the activities and images of KOLs, KOCs, and influential people on social networks will be tightened. More than anyone else, they need to maintain their image and not live a life that deviates from the norm. Influence must go hand in hand with responsibility.

In recent years, a wave of public criticism has erupted strongly, public opinion has become more strict, however, consecutive celebrity scandals have occurred and are occurring.

Source: https://baoquangninh.vn/thay-gi-tu-vu-kol-do-mixi-hut-chat-cam-khi-giao-luu-voi-gerard-pique-3374702.html