On November 5, police in Dong Nai Province issued arrest and search warrants for three suspects: Dinh Van Lien (born 1981), Nguyen Thi Tuyen (born 1982), and Nguyen Quoc Vu (born 1978). All are under investigation for "manufacturing and trading counterfeit goods" in connection with operations at EBC Dong Nai Medical Factory Joint Stock Company, located in Giang Dien Industrial Park.

The warrants were approved by the provincial People’s Procuracy.

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Police read arrest orders to three suspects in the counterfeit cosmetics case. Photo: Police Authority

Initial findings revealed that EBC Dong Nai, under the control of Dinh Van Lien who was listed as Deputy General Director but was in fact the owner, partnered with VB Group - a company led by Nguyen Quoc Vu, to produce Hanayuki Sunscreen Body products.

Since January 2025, the group had manufactured and distributed 1,652 units of fake Hanayuki sunscreen. Forensic testing conducted by the Ho Chi Minh City Institute of Criminal Science confirmed that the SPF rating of the counterfeit product was only 25.82, approximately 51.64% of the SPF 50 claimed on the packaging.

Tuyen, serving as Deputy General Director of EBC, was responsible for the production, while Vu handled the sales and distribution of the counterfeit items.

Authorities also searched Vu’s residence in Ho Chi Minh City, seizing equipment, documents, and materials related to the production and sale of the counterfeit products.

The investigation has confirmed that the actions of all three suspects met the criteria for criminal charges related to the production and sale of counterfeit goods under Vietnamese law. The suspects have begun confessing to their roles in the operation.

The police are now expanding the investigation to determine the involvement of singer Doan Di Bang, Vu’s wife, who had played a visible role in promoting Hanayuki cosmetics on social media.

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Police conducted a search of the residence of singer Doan Di Bang and her husband, in the presence of Nguyen Quoc Vu. Photo: C.A

Tracing Vu's past: From MLM to luxury mansions

Nguyen Quoc Vu’s name first gained recognition through his association with Aloe Trading Co. Ltd., one of Vietnam’s earliest multi-level marketing (MLM) enterprises. By 2016-2017, Vu had risen to a senior management role within the company. In May 2024, the National Competition Commission fined Aloe Trading 220 million VND (approximately $9,000 USD) for numerous violations related to MLM operations. By early 2025, its direct selling license had expired and was not renewed.

Vu and his wife Doan Di Bang became widely known for flaunting a lavish lifestyle online - complete with luxury villas, sports cars, and designer collections. Their extravagant displays frequently triggered both admiration and backlash.

Investigators have identified Vu as the mastermind behind the counterfeit scheme. The Hanayuki brand was promoted heavily through the online platforms of Doan Di Bang, who used her celebrity status to market the products.

Screenshots show her making exaggerated claims such as “perfect for Vietnamese skin,” “instant whitening,” and “super absorbent.” In addition to sunscreen, she promoted shampoo, facial masks, and creams - many of which were later found to be substandard or suspected counterfeits.

In mid-2025, following regulatory action, VB Group and Doan Di Bang publicly announced a recall of Hanayuki Sunscreen Body products and ceased all cosmetic sales.

Authorities believe VB Group acted as the legal manufacturer, while Doan Di Bang served as the primary marketing channel, leveraging her personal brand to boost sales.

Police are now working to clarify the singer’s full role in the operation.

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Doan Di Bang promoting Hanayuki Sunscreen Body on her personal social media accounts. Screenshot: Facebook

Nguyen Quoc Vu is escorted by police during the investigation. Photo: Police Authority

Public backlash and social media storm

Known as Vietnam’s “queen of luxury,” Doan Di Bang rose to fame not only through music but also through public displays of wealth, including high-end cars like the McLaren 720S Spider, Bentley Bentayga, and Lamborghini Urus.

Her online fame has not been without controversy. In 2025, she was publicly criticized for promoting a “vegetable candy” claimed to be equivalent to 5kg of produce, raising concerns about misleading advertisements.

On May 16, the Ministry of Health’s Drug Administration suspended nationwide circulation of Hanayuki Sunscreen Body for failing quality standards. The SPF level was far below advertised. The next day, VB Group, led by Vu, offered a full refund or product exchange.

Despite earlier claims on social media that the company “refuses any form of fraud and always prioritizes consumer health,” the lab results and evidence tell a different story.

As the scandal unfolded, Doan Di Bang’s verified social media pages were flooded with negative comments. Both her and Vu’s profiles have since gone dark.

Previous violations linked to Hanayuki

Authorities reported that beyond sunscreen, other Hanayuki-branded products had also been flagged.

On May 6, the Ministry of Health ordered the recall of a 300g bottle of Hanayuki Shampoo due to microbial contamination and undeclared ingredients such as 2-Phenoxyethanol. On May 16, further testing showed one sunscreen batch had a real SPF of just 2.4 - far lower than the SPF 50 label. Later, a Hanayuki conditioner and a G-Thera anti-wrinkle mask were also recalled for labeling and ingredient violations.

The Ho Chi Minh City Department of Health has been asked to further investigate these violations, especially misleading product names that could confuse consumers into thinking the cosmetics were pharmaceutical drugs.

Founded in April 2021, VB Group had a registered capital of 8 billion VND (approx. $320,000 USD) and listed just 10 employees. Its official business scope was wholesale distribution of family-use goods.

PV