Hoang Huong Pharmaceuticals rose rapidly in the market not through solid governance but via a controversial and aggressive "hyper-speed" marketing strategy. By exaggerating the effects of products ranging from joint supplements to mouthwash, the company quickly attracted thousands of customers willing to pay millions of dong for perceived miracle cures.

Hoang Huong’s outlandish claims struck a psychological chord with desperate patients, who were willing to spend large sums in the hope of finding a cure. Despite the high cost of a treatment course, many were convinced by the messaging and paid millions of dong. This sparked a wave of public backlash.

Inflated claims about joint supplements: ‘Cure everything from head to toe’

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Hoang Thi Huong at the police station. Photo: VTV

The height of this aggressive promotion came during a livestream in 2022, where Hoang Huong claimed her company’s joint supplement could "solve absolutely all bone and joint issues from head to toe."

Her exaggerations extended not only to the scope of effectiveness but also to the timeline of results.

She promised that users would see 50–60% improvement in just 1–2 weeks, adding that "even severe cases will be fully cured in two months, no matter the pain level."

Mouthwash ad: ‘Eliminates bad breath from past lives to this one’

When promoting her line of mouthwash, the rhetoric became even more fantastical. Huong boldly declared that her product could "permanently cure bad breath from previous lives to this one" and even "heal chronic gum disease."

Such claims shocked the online community for their absurdity, as they grossly misrepresented the function of an ordinary oral hygiene product.

Crilin Women Health: Misleading claims of global recognition

For the Crilin Women Health supplement, the marketing pivoted to associating the product with supposed international endorsements. In one promotional video, it was claimed the product had been "recognized by a global scientific council."

However, in reality, no reputable medical or scientific organization has issued any such official recognition.

Latimen Meli: From dietary supplement to ‘miracle cure for tumors’ in days

Perhaps the most outrageous claim involved Latimen Meli, a prostate health supplement. Huong stated: "Just 3–5 days of use will completely eliminate prostate tumors." She even cited a patient who was "about to undergo surgery but was cured after using the product and returned to perfect health."

These are dangerously false claims and a serious violation of advertising laws, transforming a health supplement into an alleged miracle cure capable of total recovery in just a few days.

Beyond the exaggerated health benefits, Huong’s livestreams also featured flashy promotions such as “buy 2, get 1 free” deals, car raffles, and expensive gifts. These tactics persuaded many customers to fully trust and buy into misleading marketing.

What does Hoang Huong Pharmaceuticals actually do?

Founded in 2021 with a charter capital of approximately 246,000 USD (6 billion VND), Hoang Huong Pharmaceuticals focuses on wholesale distribution of pharmaceuticals, dietary supplements, cosmetics, and health-protecting food. It also aggressively promotes e-commerce and online sales channels.

The company has repeatedly faced regulatory penalties for false advertising and inflating product effectiveness.

On April 13, 2022, the Vietnam Food Administration (Ministry of Health) fined the company 2,670 USD (65 million VND) for misleading advertisements that made consumers believe the products had medicinal benefits.

Shockingly, the company reoffended just one month later. The Food Administration had to issue an official warning about two products - “Hoang Huong Joint Supplement” and “Hoang Huong Circulation Booster” - for violating laws related to health supplement advertising.

On June 26, 2025, the Vietnam Food Administration published the results of its Peak Month campaign against smuggling and counterfeit goods in the food sector, which ran from May 17 to June 17.

Inspections revealed several violations related to supplement advertising. Notably, a fanpage titled “Official Hoang Huong Meli Pharmaceuticals” promoted products using deceptive content that had not been granted advertising approval.

In response, the Food Administration sent a formal request to the Authority of Broadcasting, Television and Electronic Information (Ministry of Information and Communications at the time) to coordinate in handling the violating fanpage, aiming to protect consumers’ rights and health.

Vietnamese entrepreneur and influencer Hoang Thi Huong, widely known as Hoang Huong, has been prosecuted and detained for alleged large-scale violations of accounting and tax regulations, according to authorities.

Investigators revealed that from January 2021 to June 2025, Hoang Huong directed a complex network of 18 companies, 25 business households, and 44 individual accounts to obscure real revenue and falsely declare taxes. She is accused of withholding nearly 1,800 billion VND (approximately 73.5 million USD) in revenue from official records and fraudulently claiming around 2,100 billion VND (roughly 85.8 million USD) in value-added tax.

The businesswoman, who gained notoriety through viral livestreams on TikTok and Facebook, allegedly used exaggerated and misleading marketing tactics to promote products ranging from functional foods to dental services. Her content - often involving cash giveaways, provocative statements, and sensational claims - attracted a wide following but also drew increasing scrutiny.

Before her detention, several of Huong’s businesses had been fined for false advertising, including unverified health claims. Despite the ongoing investigation, she has continued to post on social media, sharing charitable activities and livestreams - moves critics view as attempts to sway public opinion.

Authorities say the case highlights the growing challenge of regulating online business influencers, particularly those leveraging social media to drive massive sales while bypassing financial accountability.

Duy Anh