Miss Grand International Nguyen Thuc Thuy Tien stands trial for deceiving customers

By Hai Duyen November 18, 2025 | 08:22 pm PT

Miss Grand International 2021 Nguyen Thuc Thuy Tien and four others were in court Wednesday, six months after their arrest for false promotion of Kera vegetable gummies to deceive customers.

Tien, Nguyen Thi Thai Hang, chairwoman of Chi Em Rot Group, and Pham Quang Linh, a director of the company, were brought to the HCMC People’s Court at 7 a.m.

Two other executives of the company, Le Tuan Linh, CEO, and Le Thanh Cong, director are also on trial.

Miss Grand International Nguyen Thuc Thuy Tien seen at the HCMC People's Court on Nov. 19, 2025. Photo by VnExpress/Quynh Tran

They face charges of defrauding customers, a crime typically applied to people who falsify the measurement of goods or services or engage in other deceptive practices while conducting sales.

According to the indictment in mid-2024 Hang, Linh and the others established Chi Em Rot Group, initially to livestream and sell a variety of products on social media.

They later developed their own vegetable gummy brand Kera, and invited Tien to help promote the product. They agreed she would get a 25% share of the profits intially, and later 30%.

Le Thanh Cong, a director, asked food manufacturer Asia Life to produce the gummies, using a formula containing 10 types of vegetables.

The leaders of Chi Em Rot knew the fiber content of Kera gummies was at 0.935%, or 0.03 grams per gummy, far lower than their advertising claim that "one gummy replaces a plate of vegetables."

Nguyen Thi Thai Hang, chairwoman of Chi Em Rot Group and a social media influencer, seen at the HCMC People's Court on Nov. 19, 2025. Photo by VnExpress/Quynh Tran

They did not verify the origin of ingredients and whether the product actually contained 10 types of vegetables as claimed, but promoted the product anyway.

Over 56,000 people bought the products for VND17.5 billion (US$663,000). But some took the products to labs and found that the fiber content was much lower than advertised.

They reported the findings on social media, prompting health authorities to examine the product in March this year, leading to the arrests of Chi Em Rot executives in April and the beauty queen in May.

The defendants face fines of VND100-500 million or imprisonment of one to five years.