Xiaomi Terminates Controversial KOL Partnership, Issues Apology and Internal Punishments

In a swift and decisive response to a growing online controversy, Chinese tech giant Xiaomi has publicly terminated a potential partnership with a specific Key Opinion Leader (KOL), issued a formal apology, and levied significant internal punishments against several employees, including senior executives. The incident, which unfolded over two days, highlights the intense scrutiny tech brands face from their user communities and the potential reputational risks of influencer marketing missteps.

Xiaomi's Public Apology and Immediate Action

The controversy came to a head on January 5, 2026, when Xu Jieyun, Xiaomi's newly appointed Head of Public Relations, published a statement on social media. In his post, Xu confirmed that the company's team had indeed been in contact with a particular KOL. Following feedback and reminders from the online community, an internal verification was conducted. "We immediately terminate any possible cooperation in any form, and will not cooperate in the future either," Xu stated. He emphasized that the feelings of users and Mi fans were the company's top priority and offered a sincere apology for the "disturbance and discomfort" caused.

Key Timeline of Events:

• January 5, 2026: Xu Jieyun, Xiaomi's PR Head, publicly apologizes and announces the immediate termination of any potential cooperation with the controversial KOL.
• January 6, 2026: Xiaomi's official spokesperson announces the results of an internal investigation and details significant internal punishments.

Internal Investigation Leads to Severe Penalties

The public apology was followed by a formal internal investigation. On January 6, the "Xiaomi Company Spokesperson" account released the findings and subsequent disciplinary actions. The company deemed the incident a "serious violation of company principles" that "severely hurt the feelings of Mi fans." The penalties were structured to address both direct responsibility and managerial oversight. The employee directly responsible for the engagement was dismissed. Furthermore, two high-ranking executives—Xu Fei, Group Vice President and Chief Marketing Officer, and Xu Jieyun, the Group Head of Public Relations who issued the initial apology—were held accountable for "management failure." They received a formal reprimand, had their 2025 performance ratings negatively impacted, and were stripped of their annual bonuses for that year.

Internal Punishments Issued by Xiaomi:

The Broader Context of Community Trust

This incident underscores a critical dynamic in the competitive consumer tech landscape, particularly in China. Brands like Xiaomi have cultivated passionate, vocal fan communities—often called "Mi Fans"—who see themselves as stakeholders in the brand's identity and values. Any perceived misalignment between corporate actions and these community values can trigger swift and significant backlash. The decision to engage with a KOL who may have been controversial within this core community was viewed as a breach of trust, prompting the immediate and severe corporate response. The punishments, especially the cancellation of annual bonuses for senior leadership, signal a strong commitment to realigning with community expectations.

Implications for Tech Marketing and PR

Xiaomi's handling of the situation presents a case study in modern crisis management for tech firms. The sequence—rapid public acknowledgment, a clear action (termination), a follow-up with transparent investigation results, and tangible internal consequences—aims to contain reputational damage and rebuild trust. It reflects a recognition that in the era of social media, the court of public opinion can convene and deliver a verdict within hours. For marketing and PR departments globally, it serves as a reminder that potential influencer partnerships must be vetted not just for reach and alignment with campaign goals, but also for their reception by the brand's most dedicated followers.