Xiao Zhan, a prominent Chinese actor and singer, experienced a significant public controversy and boycott in early 2020, widely known as the "227 Incident." This event severely impacted his career and public image for a period, though he has since made a notable comeback.
The 227 Incident and Its Fallout
The controversy began on February 27, 2020, when a fan-fiction story, which depicted Xiao Zhan in a negative light, was reported by some of his fans. These fans allegedly organized to mass-report the story and the platform it was hosted on, Archive of Our Own (AO3), leading to AO3 becoming inaccessible in mainland China. This action sparked outrage among various online communities, including fan-fiction writers, readers, and general netizens, who viewed it as an attack on creative freedom and an abuse of power by fans.
The backlash quickly escalated into a widespread boycott against Xiao Zhan:
- Brand Endorsements: Numerous brands associated with Xiao Zhan faced calls for boycotts, leading some to distance themselves from him or reduce his visibility in their campaigns.
- Media Projects: His television dramas and music were targeted with negative reviews and calls for their removal.
- Public Opinion: His reputation suffered significantly, with many criticizing him for not properly managing his fan base or for his perceived lack of a timely and appropriate response.
Legal Actions and Response
In the wake of the intense online scrutiny and the damage to his reputation, Xiao Zhan's legal team took action. On May 20, 2020, his attorney announced on Weibo that they had initiated a criminal case alongside the Beijing City Chaoyang District Police Offices. This legal action was taken for "The Crime of Illegal Use of Information Network" due to the violation of Xiao Zhan's rights through online activities related to the incident.
| Action Taken | Details | Date Initiated | Parties Involved |
|---|---|---|---|
| Criminal Case Initiation | For "The Crime of Illegal Use of Information Network" due to violation of Xiao Zhan's rights. This aimed to address the severe online defamation and malicious attacks he endured during the boycott. | May 20, 2020 | Xiao Zhan's Attorney & Beijing City Chaoyang District Police Offices |
Impact and Aftermath
The 227 Incident led to a challenging period for Xiao Zhan, characterized by a significant drop in public activities and endorsements.
- Reduced Visibility: He largely withdrew from the public eye for several months, with fewer public appearances and new project announcements.
- Brand Repercussions: Many brands paused or completely terminated their collaborations, resulting in substantial financial losses and a blow to his commercial value at the time.
- Online Scrutiny: Every move he made was met with intense scrutiny, and any misstep could reignite the controversy.
Xiao Zhan's Resilience and Comeback
Despite the severe impact, Xiao Zhan gradually began to rebuild his career and public image through strategic steps and continued professional work.
- He participated in public welfare activities and released new music, attempting to redirect public attention towards positive contributions.
- He slowly resumed acting roles, most notably in successful dramas that helped him regain public favor and demonstrate his professional capabilities.
- Over time, public sentiment began to shift, and he has since recovered much of his lost ground, securing new brand endorsements and continuing to star in popular television series and films.
His journey post-227 Incident serves as a prominent example of how a celebrity can navigate and recover from a major public relations crisis in the digital age.
