Chapter 39: The Underwear War

Su Xuan’s current endorsement income mainly comes from mid-range products and those with high national recognition. There are also some with high payouts, but these often involve corporate scandals—fraud, tax evasion, and the like—which Liu Pangpang skips immediately upon seeing.

So most of Su Xuan’s endorsements now are for food and everyday items with good reputations and affordable prices, like thermoses, potato chips. The endorsement for a national brand of refrigerators is one of the better-quality endorsements he has.

High-end luxury brands basically don’t come to Su Xuan.

There are offers for individual product ambassadorships—nominally to ride on Su Xuan’s popularity—but full-line endorsements are virtually nonexistent.

Su Xuan hasn’t been famous for long; his foundation is too thin. The purchasing power of his audience is untested. Many brands are still watching, though some luxury labels have extended olive branches.

But this endorsement… it’s not the ordinary kind. It’s very special. Very… hmmmm.

Liu Pangpang stared at the underwear sample the client had sent over. “Why do you always get these weird endorsements?”

Indeed, Su Xuan had received an underwear endorsement from Animation Factory, known as AF—a famous underwear brand, especially for men’s underwear, and it’s a Japanese brand.

This brand is a genuine high-end luxury label, very prestigious. And they offered Su Xuan the position of global spokesperson—one of the top tiers in the industry.

But Liu Pangpang was still hesitant.

The founder used to make animations. His animations didn’t succeed, but the underwear worn by the characters sparked huge discussions, so he switched to making underwear and achieved massive success.

He used the virtual characters he designed as endorsers. These paper-thin spokespeople have a linked animated series where they all basically die. Every time AF announces the “social death” of these characters, netizens wail in mourning and frantically buy underwear, triggering quarterly sales frenzies.

It’s one of the brand’s traditional stunts.

Liu Pangpang felt extremely conflicted. “…What do we do? We can’t exactly count on you dying to incite your fans to mourn you by buying the underwear style you wore, right? How messed up is that?”

Su Xuan looked at Liu Pangpang with a dark expression. “…Can you get me some normal endorsements?”

Liu Pangpang tried to reason with Su Xuan. “…But you’d be the first living spokesperson for this brand. Isn’t that a great gimmick?”

Su Xuan stared at Liu Pangpang. Liu Pangpang met his gaze for a while, then helplessly raised his hands in surrender. “I know it’s harsh to say this, but aside from being alive, you have zero advantage over the previous spokespeople. They were all handsome and awesome and gorgeous in the animation.”

Su Xuan: “…”

“Can’t you show a little mercy with your words?”

Liu Pangpang comforted him. “It’s fine. You’re still better than them—you’re alive, aren’t you?”

Su Xuan: “…”

That was even worse, this agent.

AF’s underwear styles were indeed beautiful, and the fabric and design were always industry secrets. Every man who used them said they no longer needed to spend time breaking in or adjusting their underwear—it fit perfectly as soon as they put it on. The “eggs” and “chicken” were comfortable, and they never had to worry about chafing during exercise or office work.

AF’s ads and marketing were always unique, known in the industry as “death marketing”—literally death marketing.

Every time a spokesperson died, it triggered a sales frenzy. Not long ago, for a shopping festival, they held a virtual runway show featuring the “deceased” spokespeople displaying underwear.

That runway show was submitted to a “Confusing Behavior Awards” account, and Su Xuan had joked about it being an “underworld runway show.”

He never thought he’d soon become the only living person among them. Pretty thrilling, when he thought about it.

But what was really awesome about AF was that their ads were always exceptionally well-made—award-winningly good. Strong artistic and conceptual qualities. AF had both animated and live-action ads. Su Xuan had seen a few; the visual effects and core concepts were truly awesome.

And by “awesome,” he meant the literal noun.

But the final product looked amazing, like a Hollywood blockbuster.

Still, Su Xuan felt that their being awesome and him preparing to shoot such an ad were two different things. He hesitated. “I need to think about it… This is a bit too embarrassing for me…”

Liu Pangpang smacked the underwear with a pained expression. “What’s there to think about?! This is your stepping stone to luxury endorsements!”

Su Xuan’s eyes fell on the underwear under Liu Pangpang’s hand. “…Then I feel like I might never open that door with this…”

Liu Pangpang took a deep breath and said coldly, “Is it free?”

Su Xuan sighed mournfully. “How much can they give… I’m just a migrant worker, just give me the labor fee and that’s enough… Pangpang, don’t sell my body so easily!”

Liu Pangpang calmly quoted a figure and asked, “They’re offering this endorsement fee. You in?”

Liu Pangpang glanced sideways at him. “Aren’t you not selling your body?”

Su Xuan declared with pain, “I can’t help it! I want to sell my body!!”

Su Xuan still had many variety shows lined up, but hadn’t done them yet—they were waiting for Shen Chao and the others to be free so they could go as a crew. So recently, he’d been doing interviews and talk shows, and working on endorsements. That’s why he had time to shoot such a large-scale fashion ad.

But Su Xuan, who used Dabao SOD cream, was still far from what people called “fashion”—he lacked that “high-class” feel. He had a friendly appearance; photos of him looked pleasant but not sophisticated enough.

In Liu Pangpang’s words, he didn’t look “expensive” enough.

Some celebrities could enhance the value of the items they wore.

For instance, Shen Chao could make everything on him look expensive. Clip a two-yuan hair clip in his hair, splash some water, take a wet-hair side profile shot—and that hair clip would look worth twenty thousand.

Su Xuan felt he could at most make that hair clip look worth two-fifty.

Once, during a photoshoot, Su Xuan overheard a photographer mock him as a “cheap boy”—looking very low-end. Because Su Xuan had misidentified many of the makeup artist’s luxury tools and clothes. The makeup artist joked with Su Xuan, asking him to guess the brand and price of the clothes he was wearing. Su Xuan got almost everything wrong.

That very evening, a gossip account exposed Su Xuan’s true nature as a “poor boy,” mocking him for not being able to handle the spotlight.

It was probably that makeup artist who leaked the story.

Liu Pangpang was so angry he almost beat Su Xuan to death.

And so Su Xuan’s real persona as a “poor boy” was established.

The fashion and luxury circle is very snobbish. It’s already difficult to accept newcomers, and now Su Xuan carried that air of poverty they despised. It was a miracle he got the global endorsement from AF.

Earlier, Liu Pangpang had approached some blue-blood or red-blood high-end brands about collaboration, but they subsequently showed contempt.

There was a brand called boyfriend (BF), specializing in women’s underwear and cosmetics, a mid-range luxury label. They had been in a constant battle with AF (Animation Factory) over the underwear market. Currently, AF’s annual sales were higher, and AF’s prestige was generally considered a notch above BF’s.

This brand BF had approached them before. They had been stringing Liu Pangpang along, saying they wanted to collaborate with Su Xuan to promote a new lipstick—a “Su Xuan shade” to launch when Su Xuan appeared in “The Nine Streams.” They seemed sincere and offered good terms.

Liu Pangpang also showed goodwill, not asking for a high fee. He was quite happy, thinking this would be Su Xuan’s first mid-range luxury endorsement—best not to overcharge and spoil the sponsor’s favor.

But then the BF liaison who had been dealing with Liu Pangpang posted about it on his own Weibo, without naming names, mocking a male star surnamed Su for being cheap. He said the promotion fee for this popular young star was only half of what other young stars got, and the star was still pathetically grateful, like a beggar.

Later, when the makeup artist’s leak blew up, netizens traced it back to BF. Liu Pangpang had already prepared a lot—Su Xuan had been frequently liking BF’s official Weibo posts. Everyone guessed that the “popular young star” the BF liaison referred to was Su Xuan.

The worst part: when Liu Pangpang demanded an apology, the BF liaison was arrogant, saying, “After discussion, we feel Su Xuan’s image doesn’t match our brand’s positioning, so we can’t collaborate. And I don’t think I said anything wrong about Su Xuan. An apology is unnecessary.”

Liu Pangpang’s wife’s underwear was from BF.

That night, Liu Pangpang tore up two of his wife’s bras in rage, and almost got torn apart by his wife in return.

Liu Pangpang wanted Su Xuan to use AF to slap BF’s face, but considering AF’s sometimes confusing style, it was hard to say whether the ad would end up slapping BF or getting slapped itself.

Su Xuan eventually signed with AF.

As soon as he signed, AF immediately made a global announcement.

But unlike the usual fights or envy surrounding luxury endorsements, the comments under the collaboration announcement were all question marks. Within two minutes, someone had submitted it to the “Confusing Behavior Awards” and “Celebrity Stupidity” Weibo accounts.

The BF spokesperson who had mocked Su Xuan before even spoke up: “Is AF trying to abandon luxury’s dignity by going the cheap route with Su Xuan?”

AF’s official Weibo replied to that post, sparking another trending topic: “No, we want to get something more premium through Su Xuan.”

AF’s move was huge, with aggressive promotion. Even before the ad came out, news of Su Xuan becoming their spokesperson was everywhere.

But Su Xuan himself was completely bewildered. He raised his voice and asked the AF ad director in front of him, “You want me to endorse your new women’s underwear line?!”

When he signed the contract, they only said they wanted him to primarily promote an underwear series. Since AF mainly focused on men’s underwear, Su Xuan never imagined he’d be shooting a women’s underwear ad.

This was beyond his knowledge.

The ad director made a calming gesture. “It sounds unbelievable, but that’s correct.”

Su Xuan looked lost. “But I’m a man…”

The director laughed. “So am I. But who says the charm of women’s underwear can only be shown on women? I saw your performance in ‘The Courtyard House.’ I think you have a cross-gender appeal. You’re perfect for our ad theme.”

Su Xuan asked, “What’s the theme?”

The director said, “Attempt.”

Su Xuan and the ad director were in an office, with AF staff across from them.

The director pulled down a projection screen, put up a PPT, and explained to Su Xuan: “We want to shoot an ad about teenagers who, out of curiosity and fun, try on the women’s underwear around them. These teenagers come from different countries, ethnicities, and ages, but roughly positioned as high school students. And you, Su Xuan, are their guide—the one who says, ‘Hey! Want to try on the girls’ underwear around you?'”

Su Xuan pondered. “I see—I help them open the door to a new world, right?”

The director chuckled. “Yes.”

Su Xuan raised his hand. “Can I ask why you chose this angle?”

Ever since working with Qian Huai, Su Xuan had learned that to make a good film, the actor must understand the director’s thoughts.

This director was AF’s go-to ad director, winner of many short film awards. Sometimes Su Xuan couldn’t even fully grasp what he was expressing. His ad angles were usually very unique.

Like using men to present women’s underwear—obviously not a great ad angle.

Because all underwear commercial shows use women to display the underwear: perfect figures, good curves, beautiful fitting underwear. That visual stimulation is clearly more likely to stimulate women’s consumer desire.

The director didn’t answer directly. He smiled and asked, “Su Xuan, do you know which ad has been the most successful in the last five years—no, ten years?”

Su Xuan shook his head in confusion.

The director said, “It’s a creative ad called ‘Goodnight Rose,’ shot by Shen Chao for the luxury brand Rose. On the day the ad aired, they sold 170,000 lipsticks—two months’ worth of online sales. Have you seen it, Su Xuan?”

Su Xuan said, “I have.”

He had downloaded it on his phone and watched it countless times, crying every time. The ad had even moved him to compete with a group of women for the lipstick. He bought it and wore it a few times himself.

Not out of curiosity—he was genuinely moved by the ad and wanted to wear it.

The director continued, “‘Goodnight Rose’ also took an unconventional angle. It tells the story of a grandson discovering his late grandmother’s old Rose lipstick on her vanity. Using the lipstick as a clue, he recalls her life: as a young woman, her lover applied lipstick for her wedding; after childbirth, haggard, she hastily applied lipstick to receive guests; at her daughter’s wedding, she secretly used her daughter’s lipstick to make herself pretty for the occasion; and finally, on her deathbed, the grandson applied lipstick for her burial.”

“It’s a gentle ad. Their product has warmth. The determined expression on Shen Chao’s face as he applied lipstick to the grandmother moved many people. They weren’t just buying a lipstick—they were buying a part of their own lives, buying that gentle reassurance that someone will firmly apply lipstick for them and tell them they can be beautiful from life to death.”

The director sighed and continued, “I don’t like underwear being displayed on models as commodities or as sexy props to attract male eyes. That’s BF’s positioning, but I don’t want AF women’s underwear to be positioned that way either.”

“Women’s underwear is essentially something that protects the self. It shouldn’t be a tool to be unfastened to please men or others. It should be soft and comfortable, not attention-grabbing.”

The director flipped through the PPT and explained, “I don’t want to interpret underwear from the perspective of a boyfriend or a strange man. I want to stand from the perspective of the girl’s relatives to interpret this last layer of protection. Underwear isn’t just about s*x.”

After his impassioned speech, the director realized he’d gotten a bit worked up and blushed. But Su Xuan stood up at that moment and said seriously, “Just like ads aren’t just about sales.”

“Any image segment conveyed to the public that is uplifting has power. I really like your ad concept, Director!” Su Xuan said, extending his hand sincerely. “It’s an honor to work with you.”

The director shook his hand, also a bit excited. “Thank you, thank you. I’m very grateful that Teacher Su Xuan can understand me. It’s just…”

His expression turned awkward. He scratched his head and said, “It’s just that this time, Teacher Su Xuan will be working with many male models. We’ve hired models from all over the world. You’ll be taking off your clothes and putting on underwear with them, with some intimate interactions. And, you know, for the sake of the theme, most of these models are gay…”

The director pulled up a group photo of the male models. It showed a bunch of beach hunks about 1.8 to 1.9 meters tall, wearing only swim trunks. Each one tall and handsome, with deep blue eyes sparkling with smiles, perky butts, firm thighs, perfectly chiseled abs, skin glistening with sand in the sunlight—they looked dazzling enough to reflect light.

Seeing Su Xuan’s dazed expression, the director hastily explained, “…Would Teacher Su mind their orientation? Would intimate contact with them offend you?”

Su Xuan: “…”

So many tops. Oh heavens, he was really going to play the bottom.

Bottom Su was about to face an unprecedented ethical test!!

According to the director’s requirements, the ad needed to be shot in at least four to five countries, taking at least half a month.

Underwear isn’t a consumable; expensive underwear even less so. The side that promotes first usually captures the season’s market. If girls buy one, they won’t buy another.

AF decided to go head-to-head with BF, releasing the ad on the same day as BF’s underwear show, which meant compressing the shooting schedule.

Su Xuan was once again plunged into high-intensity work.

As the animosity between the two companies grew, BF’s representative kept bringing up Su Xuan to bash him. The derogatory nickname “cheap old boy”—Su Xuan was offended by the “old” part—spread across the internet through BF’s designers.

AF insisted that Su Xuan would deliver a brand new, different underwear experience.

While BF was attacking Su Xuan, they also escalated their underwear show.

Liu Pangpang was a bit scared when talking to Su Xuan on the phone. He said BF must have spent nearly a hundred million on promotion. AF had spent a lot too. If the ad didn’t work…

Both sides had now focused their attention on Su Xuan. If AF’s investment didn’t pay off, Su Xuan’s luxury endorsement career would take a severe hit. Other commercial companies would no longer trust his endorsement value.

Liu Pangpang was so worried he could barely sleep. He spent days visiting underwear stores, comparing the cost-performance and sales of the two brands. His wife almost suspected he was having an affair or coming out of the closet.

After a few days of research, Liu Pangpang found that BF had an absolute advantage in the high-end women’s underwear market. AF’s investment might very well go down the drain.

He now really regretted letting Su Xuan take this job. He never expected the two sides to become so hostile and pour money in so recklessly. If AF didn’t achieve a convincing marketing result, it would be very difficult to enter the women’s market in the future.

And now all that risk was on Su Xuan. AF and BF’s war of public opinion was essentially gambling Su Xuan’s entire career! Liu Pangpang was so anxious he’d lost several pounds. He even suggested to Su Xuan several times that they should pay the penalty and back out.

Su Xuan was very calm. “Small moves. No panic.”

Liu Pangpang: “…”

When Su Xuan returned to the country, Liu Pangpang saw he had gotten a tan and felt even more desperate. Who would buy underwear from a guy like this?! People would buy sunscreen from him!!

Su Xuan was rather resigned to his fate. “It’s shot well. If we can’t win, whatever.”

Liu Pangpang was about to faint from anxiety. “BF’s show is tomorrow night. They’ve invited many celebrities. Even if your ad is heavenly, it might not match their promotional effect! Many platforms are broadcasting it. We can’t compete!”

Su Xuan thought for a moment. “Not necessarily. They told me they’ll air the AF underwear ad during the breaks of BF’s show on all TV and online platforms.”

Liu Pangpang: “…”

Su Xuan continued, “During BF’s show, all the ads aired during breaks will be the one I shot. Six times on TV, thirteen times online. But BF probably doesn’t know yet.”

Liu Pangpang: “…”

Liu Pangpang felt conflicted. “I don’t know whether to praise you guys for being shamelessly unscrupulous.”

Su Xuan beamed. “Thanks for the compliment!”

Liu Pangpang: “…”

BF’s opening show was a small event in the underwear world.

Beautiful bodies and beautiful underwear—a visual feast. The models’ long limbs, smooth collarbones, firm waists, swaying chests, unhurriedly pulling down their straps to reveal round, perfect shoulders, winking and blowing kisses at the cameras, tilting their heads and pursing their lips, then turning and swaying their full, barely covered buttocks as they walked away.

Dazzling lights, flying ribbons. A lineup of tall beauties, down to their last layer, displaying their beauty before the cameras. Their main audience was women, but sitting in the front rows were all middle-aged and elderly men, legs crossed, their gazes so naked they seemed ready to peel off the models’ garments.

These men weren’t there to see the underwear; they were there to see the mannequins that held the underwear—the models themselves.

The BF designer who had tricked Liu Pangpang was also there, sitting in the front row. His eyes lazily roamed over the waists and abdomens of models strutting past him. He swirled his glass leisurely, enjoying the glistening, sweat-sheened bodies before him.

He praised, “Now this is sophistication. Everyone will think the underwear these models wear is priceless. Oh, but these girls themselves are expensive to hire—not like that cheap boy.”

Someone beside him asked, “Paying such high fees to these models, isn’t BF afraid of losses?”

His smile turned strange. “They’re worth it. A perfect show, isn’t it?”

After the first segment ended, the broadcast cut to backstage. There, the models were changing clothes quickly. In front of the cameras, they defenselessly took off their underwear, covering their chests timidly, slightly turning away from the lenses.

Some, used to it, changed without concern. A first-time model looked shocked as the cameras roamed the changing room, filming their bodies. She shouted, “This is the changing room! You can’t film here!”

The cameraman said impatiently, “Filming your changing process is included in your pay.”

He sneered, “There are men helping you change here anyway. What’s the difference between showing them and showing the world? Isn’t it all part of your job?”

The BF representative’s eyes flickered as he watched the broadcast. He pointed at the protesting model and said, “Didn’t anyone tell her that to be a high-end model and get paid well, this is necessary?”

“But I like her,” he smiled, wrinkles piling up on his face. “I should teach her properly. Have her come see me later.”

He said it so casually, as if he had said the same thing dozens or hundreds of times before.

During this backstage filming, the broadcast ratings hit another peak.

The models’ highlighter shimmered under the dazzling lights. Their constructed beauty, set off by the sparkling underwear, was more eye-catching than diamonds. No matter how untouchably they shone on stage, with just two minutes of filming in the dressing room, the moment they took off their underwear, the product they were selling shifted from underwear to themselves.

Everyone watching the show was immersed , indescribable desire. Men and women alike felt that this sexual, expensive, primal allure was true, high-class beauty.

As if, having paid enough, these scantily clad models lost the right to cover their last shred of modesty.

The noisy, glamorous show dimmed. It was time for commercials. A pale blue sky appeared, with a line of text:

【Have you ever secretly worn your mom’s, sister’s, or brother’s underwear?】

Su Xuan, in a clean, simple shirt, ran alongside a model. They ran into a house, breathing heavily. The model couldn’t suppress his laughter as he pulled off his shirt with a single motion: “My mom will be back in an hour. We have to hurry!”

They rummaged through drawers and found two bras. One was a pink retro lace bra with sunflower trim. The model’s face twisted, but he put it on anyway. Su Xuan stifled a laugh and started interviewing: “How do you feel?”

The model thought seriously for a moment. “Mom, if you can hear me, I think pink doesn’t suit you.”

Su Xuan followed different models across coastlines, mountains, staircases, and castles. They traveled to different countries, having different people put on their mothers’, sisters’, or brothers’ clothes.

The younger brother in a blue butterfly-strap tank top complained, “Sis, you said you hate this childish style! I bought it for you and you called me childish!”

The older brother in a pale yellow daisy-patterned silk camisole was very careful: “Hey, sweetie, I’m just trying it on. I promise I won’t ruin it, OK? Hope you don’t cry when you get back… Well, you’ll probably cry anyway. I popped the button. Sorry.”

The son in a plain black seamless bra commented seriously after putting it on: “Mom, we’re the same cup size.”

Su Xuan asked, “If someone tried to take this off against her will, would you allow it?”

Everyone’s expression changed.

The model in the pink bra repeated the question: “By force?” After Su Xuan confirmed, he slammed his fist into his palm and gritted his jaw. “Even though I think pink doesn’t suit her, if she likes it, I promise no bastard in this world will force that bra off her body.”

The younger brother in the blue butterfly tank top said gravely, “I’d kill him. Even if I go to jail.”

The older brother in the yellow silk camisole scratched his head and smiled threateningly. “I probably don’t want to see her crying over her ruined bra a second time. I’d use some violence, OK, just violence, not just some.”

The son in the black seamless bra initially spread his hands and joked, “She’s my cup size. Who would do that?”

After Su Xuan emphasized again, the son suddenly jumped on the bed and grabbed Su Xuan by the neck, growling fiercely, “Are you going to have someone like that near my mom?! Huh?! Answer me!!”

After a chaotic round of explanations, Su Xuan was rescued, coughing. The young model sat on the edge of the bed in his bra, silent, then apologized: “I’m sorry. I just… can’t stand the thought of anyone trying to hurt her that way.”

Their voices gradually merged: “She’s important to me. I want to protect her.”

The scene dissolved into descending ripples. In the deep sea, Su Xuan curled up, sinking in his underwear. White foam floated up around him. The underwear on his body was torn apart by the currents and replaced by another, piece by piece.

On his profile, strange lights shimmered like diamonds—fragile and beautiful. His hair floated gently in the water, bubbles escaping from his mouth and nose and weaving through his strands. His face was deathly pale, but the underwear and his face combined into an allure that even near-death couldn’t erase.

Su Xuan’s voice gradually rose:

【Underwear isn’t an ornament for seduction. It’s your protective layer, a part of you, your love and choice for yourself—something you don’t need to show others to please them.】

His voice was steady and calm, but paired with the image of him sinking, it was shockingly moving. As if in the process of drowning, gender blurred, yet a gender-defying attraction emerged.

【Animation Factory hopes everyone will always live in a fairy tale where you wear your favorite clothes, and the one you love most takes them off for you. Regardless of gender.】

Su Xuan suddenly broke through the water’s surface. Standing in the sunlit ocean, he smiled at the camera, his hair wet and dripping, wearing a navy blue short jacket. There was a youthful, genderless beauty to him.

The scene faded, and the bizarre BF show returned. Models were carefully dressing under the watchful eyes of cameras. The clamor and hurried orders, along with “accidental” brushes against sensitive areas, left many models grimacing.

Among the audience that had so naturally assumed these women deserved such treatment for their high pay, after the cooling-off ad break, voices gradually emerged:

【Aren’t you being too disrespectful to the models?】

【This kind of footage shouldn’t be aired…】

【This is illegal, right…】

【I saw that girl looked unhappy. This is disgusting.】

【This is sexual harassment!】

【Thinking they’re someone’s mom, sister, or brother makes me so uncomfortable!】

These comments gradually gathered among the flood of:

【That model’s tits are high—I mean, her height is white.】

【I came, you?】

【Tsk, this pussy smells like money.】

【Damn, I just checked their runway fees. I only have one thing to say—inflating pussy prices.】

After each break, the ad played. Once, twice, three times… the dissenting voices grew louder.

The once sexy, alluring scenes became uncomfortable. People started boycotting, demanding the show stop airing backstage footage. Some began digging up BF’s dirty history, uncovering large-scale sexual harassment scandals after every underwear show, all suppressed.

When BF tried to stop the ad from airing, the platforms and TV stations coldly informed them that pre-booked slots couldn’t be changed last minute, and the show organizers had no right to interfere with the broadcaster’s ad choices.

Finally, by the tenth airing of AF’s ad, the model the BF representative had wanted to see later couldn’t take it anymore. She ripped off her earrings, stood in front of another model who was changing with trembling hands, and blocked the camera.

She flipped off the lens and sneered, “f*ck off! I’m done. And you want me to come see you? Go f*ck your mother!”

With that, she grabbed her clothes and put them on, threw another garment over the model behind her, and walked away with her head high in her heels.

At that point, public opinion erupted. BF’s dirty laundry was aired in public. More than half the models walked out. BF’s underwear show ended hastily with an absurd appeal: “Don’t take off someone else’s underwear without permission.”

The effect of this ad on BF was devastating.

BF’s official and CEO issued apologies for the negative impact, but that wasn’t the end. BF said they would compensate the models who had claimed harassment with substantial mental distress fees after verification. But netizens weren’t buying it. They pointed out various behind-the-scenes scandals and exploitation in BF’s shows and demanded thorough investigations.

Now BF was not only facing the embarrassment of canceling their underwear show, but the massive investment had backfired: all BF products saw negative sales growth that day—not only did they not sell, but previous buyers returned their purchases during the return window.

The BF representative was forced to issue a personal apology to the models, the audience, and Su Xuan.

But the apology was sarcastic, filled with tones of “business is business,” “the winner takes all,” “you just don’t appreciate my taste,” and “I can’t appreciate such low-class people.”

It reeked of “I did nothing wrong; you’re all overreacting,” infuriating many.

But soon, the model who had been told to “come see me” stepped forward and confronted the BF representative.

She said she had contacted several models he had previously harassed and was consulting lawyers. She told him to keep being tough and wait for the police.

Only then did the BF representative panic, but he still clung to his stubbornness. He threatened the model, saying these were private matters best settled privately, and boasted about his powerful legal team—she wouldn’t win easily. She should think twice before going broke fighting him.

At that moment, AF’s official Weibo commented: 【Anyone harmed by BF who wants justice, AF will fully fund your legal fees. Our company hopes you can take off your underwear only when you want to, not because some jerk forces you!】

The BF representative panicked, blocked AF’s Weibo, and closed comments.

But it was too late. Su Xuan spent money to push 【AF free legal aid for all BF victims】 to the top of trending searches.

Within an hour, under numerous real-name reports from victims, and with AF’s push, the BF representative was taken away by police for questioning.

It wouldn’t have been that fast normally, but the bastard had not only harassed models but also children they brought to the shows. The youngest was about ten. That escalated to a serious criminal case. He probably won’t be out anytime soon.

Suddenly, the entire underwear industry’s direction shifted. Everyone was waiting for AF’s next move.

AF’s ad went live globally at midnight. All chain stores replaced their posters with Su Xuan’s image. Flagship stores in major cities hung giant billboards—the one of him in the navy jacket, smiling in the seawater. Under the night sky, the billboard slowly unfurled amid neon lights. Major TV stations and streaming platforms voluntarily promoted the ad.

By midnight, the ad’s views online had already exceeded ten million.

At 12:01 AM, the series of AF women’s underwear endorsed by Su Xuan went on sale.

At 12:02 AM, sold out.

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