Singaporean actress Joanne Peh recently flew to Guangzhou to participate in a five-figure-sales livestream, only to turn down the offer. The 43-year-old former Mediacorp star, who has over 384,000 followers on Instagram alone, felt that no amount of money was worth losing her dignity and accused an unnamed Chinese brand of treating her and her team with 'zero respect'.
Peh broke down in tears during an emotional TikTok livestream, visibly shaken. Her husband, actor Qi Yuwu, was beside her when she delivered her message about the situation: 'When somebody disrespects you, you stand up for yourself. I won't suffer in silence.' It was a raw and unfiltered moment that had viewers firmly in her corner.
Weeks of Warning Sign
The Joanne Peh Chinese brand controversy did not begin in a smoke-filled room in Guangzhou. Peh sensed something was 'off' from the very first conference call with the brand. When she finally met them face-to-face, her discomfort only deepened. She wanted to give them a chance, thinking they were having a bad day, but that was not the case.
On the day of the broadcast, a man was smoking heavily in the room where her team had set up their equipment. This man happened to be the brand founder and told them off, claiming it was his office and that they could 'get lost'. When Peh raised her concerns, he was dismissive. That was the final straw.
@huabiscus tldr for those who missed @Joanne Peh Shop livestream!! she such a professional and genuinely have a heart for the buyers/her fans. she shared several points that potentially livestreamers might face which i resonate deeply! it's not easy being a livestreamers so please do support them!!! Please do not take this video out of context! this is just a short snippet that I managed to capture but basically the seller was being disrespectful by being unpunctual, no hospitality given she was invited to livestream in china, outrightly smoking though she has requested not to! perhaps there's more layers to it but just what i've gathered in a short period!
♬ original sound - h u a - h u a
She later explained that the walkout was the result of 'a series of interactions that all pointed to one thing, which is the lack of respect for us, for our team, for myself, and my commitment to wanting to do a good job'. She was even more direct with her audience: 'If you think you can go ahead and stream all by yourself, then don't invite the creators.' The brand founder did not even reach out that evening to make amends.
Taking the Loss
More than the estimated $50,000 Peh and her team walked away from, her team had already absorbed the cost of flights, hotel stays, shooting and editing time, and the considerable effort of building audience anticipation. Her biggest frustration is how the effort her team put in went to waste. 'All of this is cost already sunk in. To call off a stream means nobody gets paid.' This is the reality of livestreaming that often gets overlooked.
The day after the cancellation, senior representatives flew in from Sichuan and Shenzhen with flowers, an apology letter, truffles, dumplings, and a Louis Vuitton gift. She accepted the apology and the dumplings but sent the luxury peace offering straight back since 'self-respect is more important'.
The Unglamorous Life of a Livestreamer
Unfortunately, this industry is built on people expected to absorb disrespect without complaint. Peh was clear she was not after sympathy and went public to highlight 'the importance of drawing boundaries' and to expose what those working behind the scenes routinely experience.
@joannepehshop Lose cm, rid dampness, I’ve got you covered through SG’s sweltering heat and not break out. TikTok’s China LIVE FEST happening this June! For my full line-up, follow my account and register for the events!
♬ original sound - Joanne Peh Shop
Her experience is not an isolated case. China's e-commerce livestreaming market was valued at over $700 billion USD in 2023, yet behind the sales figures is a largely unregulated relationship between creators and merchants. Brands control payments, access, and working conditions with little accountability. When disputes happen, they are often settled quietly to protect the brand's reputation, not the creator's welfare. Peh speaking out is a step forward to building a fair environment for all.
'Success is built on people. That support should be met with gratitude. Not entitlement. Respect should never be optional.'
