1-point subsidy recipients wear thousand-yuan watches?! Local response: For low-income households

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Yesterday afternoon, the well-known chain milk tea brand 1 Diandian attracted attention and heated discussion from all walks of life on its public welfare activities due to a public welfare promotion on social media to subsidize boys. Related topics topped the hot search list in a short period of time.

It is reported that Yidian has long adhered to public welfare activities, deeply cultivated the fields of child assistance in mountainous areas and rescuing stray animals, and regularly disclosed relevant news of its activities on social media, thus accumulating a good brand reputation and winning consumer recognition and support. However, the brand recently posted a public welfare activity promotion on social media to help children from poor families renovate their rooms, which triggered controversy among public opinion.

According to the official statement, the recipients have been crowded with their father in a small room of 18 square meters for a long time without a decent desk. The brand learned about the situation and renovated the room for the children and added desks, wardrobes and other furniture to improve the children's learning environment.

However, sharp-eyed netizens noticed through public photos that the recipient was wearing a phone watch worth 1,000 yuan on his left hand, and the rental house he lived in did not match the "difficult living environment" described in the tweet. They believed that they could wear smart watches and live in rental houses that exceed the standard of families with ordinary difficulties may not meet the criteria for charity activities.

Secondly, it can be seen from the pictures that among the subsidized items sent out by the brand, comic books occupy an important position, while more practical school supplies do not appear on the children's desks, causing many people to question whether the brand's funding method violates the original intention of public welfare activities to "improve the learning environment for children."

In addition, according to the officially released 2025 Public Welfare Yearbook report, the selected assistance targets for its public welfare activities are children and students in need in Lanxi, Nantong, Fuzhou, Nanjing, Chengdu, Guangzhou and other places, covering three first-tier cities and six second-tier cities. Therefore, some netizens believe that the brand side's public welfare assistance actions may have a tendency to "choose nearby", indicating that the brand side has disclosed to the public the screening criteria for its funding recipients.

As public opinion fermented, posts posted on the Xiaohongshu platform that caused controversy among netizens were deleted at 1 point, and some content in Weibo tweets were revised. However, there was no specific response on whether there was false assistance and screening criteria for funding recipients that were of public concern.

At the same time, media reporters who learned about the controversy verified and learned about the recipient's residence, and contacted the local subdistrict office staff on February 26.

In an interview with the media, staff of the subdistrict office said that the milk tea brand staff only helped the recipients renovate one room, and the relevant items appearing in the photos were all donations. The staff of the local social work station also told reporters that the recipients were indeed "poor families with excellent moral character and academic qualities" as described in the tweet. They were local low-income households and were identified as funding recipients by the brand after screening.

Picture from: Internet

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