A leaked internal letter on August 15 thrust WANT WANT CHINA (HK: 00151) into the social media spotlight. Founder Tsai Eng-meng circulated a message titled "Great Unity – A Letter to All Want Want Employees," in which he directly labeled the first-quarter performance shortfall of fiscal year 2026 as a "major operational crisis," marking a rare moment of internal self-reflection. The letter also stated bluntly: "The Group needs Want Want people who can contribute and deliver results! Those who produce nothing and achieve nothing will be phased out!"

The harsh tone reflects genuine financial strain. On July 26, WANT WANT CHINA announced that for the period from April 1 to June 30, 2026, revenue is expected to decline by approximately 6% year-on-year, with profit attributable to equity holders falling by roughly 38%. The announcement also warned that if current operating trends persist, first-half results for fiscal 2026 will be adversely affected.

Once the letter went public, sentiment quickly intensified, with complaints that "Want Want is too sweet" flooding social platforms. Netizens commented that "Want Want milk is overly sweet" and "doesn't align with today's health-conscious consumption needs," while some parents voiced concerns about "not daring to give it to their children."

Three key observations emerge from this controversy. First, why did the internal letter leak? According to public reports, Tsai sent the message to "all Want Want employees," and full-coverage distribution makes it nearly impossible to keep confidential. In an era of transparent information and active employee social media use, a letter addressed to everyone is almost a semi-public document. Moreover, the decision to frame the performance slowdown as a "major operational crisis" carries significant weight and depth of self-criticism, amplifying its viral potential.

Second, the letter's language does carry public relations risks. Beyond addressing operational issues, it states that "those who produce nothing and achieve nothing will be phased out." In today's online discourse, labor-related topics consistently attract massive attention, and netizens naturally tend to side with ordinary employees while scrutinizing management. Once such wording enters the public sphere, it is easily interpreted negatively, fueling backlash against the company. The concentrated and intense "too sweet" criticism may partly stem from this sentiment finding an outlet. Consumers using the phrase "too sweet" express genuine product feedback while also staging a subtle protest against the brand's stance.

Third, how should the company respond to product quality concerns? The "too sweet" debate is essentially a product of changing times. Want Want milk debuted in the 1990s, when China's dairy industry was still underdeveloped. The high-sugar, high-fat, high-calorie formula met the era's dual expectations of "nutrition" and "taste." But three decades later, core consumers have shifted across generations. Today, shoppers prioritize health ingredients, and "sugar anxiety" has become an unavoidable challenge for the entire food and beverage sector.

Want Want's handling of the "too sweet" criticism deserves recognition. Facing the sudden demand for sugar reduction, the company neither rebutted, excused itself, nor attempted to "educate" consumers that classic flavors should remain unchanged. Tsai Wang-chia, Vice President and Chief Operating Officer of WANT WANT CHINA, posted on Weibo: "Thank you all for your support. My father always emphasizes at home that every consumer is our bread and butter. We take today's suggestions to heart." In terms of action, Want Want moved swiftly, launching a "listening version" new product while clearly stating that the classic original flavor will not be discontinued. This approach addresses mainstream demands while respecting the sentiments of nostalgic consumers.

Sentiment rises from attitude, and turning points come from action. By avoiding blame-shifting and stubbornness, and directly implementing changes, the company has actually won a wave of goodwill from neutral observers.