HIUP milk 'disguised' as high-end goods, earning 7 times the original price, a tric.k to pick parents' pockets

VTV1 news on June 20 continued to reveal shocking hidden corners of fake HIUP milk. Not only the tax evasion tric.k, but the factory price of only a few tens of thousands was marked up 6 times. This is a spectacular sca.m, hitting the trust of consumers.

Accordingly, the factory price of HIUP milk product is 87,800 VND/can and is sold on the market at an average price of more than 546,000 VND/can. That means the price of each can of milk has increased nearly 7 times compared to the original price.

According to the investigation, the factory price of each HIUP milk can is only 87,800 VND, but when sold on the market, the average price has "increased" to more than 546,000 VND/can. This means that each can of milk has increased in price nearly 7 times compared to the original price, a profit figure that makes many people "dizzy".

Not only is the price difference "huge", the quality and nutritional composition of this milk are not guaranteed as advertised. The product declaration file lists 37 nutrients, but actual investigation shows that each can of milk only contains 15-17 types of nutrients, not meeting the quality, nutritional content and function standards as committed. With these serious violations, the HIUP product has been appraised by authorities and determined to be counterfeit.

Immediately after the information about the "sky-high" price difference and the untrue ingredients was made public, netizens left countless comments expressing their outrage. Everyone understands that business needs profit, but when the difference is too large and the quality is faked, it is necessary to raise a big question mark about business ethics. "Buying a whole box for your children to drink is so miserable", "All famous people advertise so the revenue is so good", "Buying at the source and selling at the top", "The profit is too high", "That's why you advertise all day, unscrupulous", "Because you believe the brothers and sisters advertising this milk, you let your children drink several boxes", "The percentage must be cu.t very high to attract famous people like that",... are the indignant voices from the online community, reflecting deep disappointment.

According to records on the morning of June 21, 2025, despite information about being assessed as counterfeit goods, both HIUP canned milk and ready-to-drink milk are still being sold openly on a number of websites and e-commerce platforms. These stalls are identified as agents, not HIUP's official channels, with diverse selling prices, ranging from about 400,000 - 600,000 VND/can, some places even "inflate the price" up to 800,000 - 1 million VND/can.

In recent times, many parents have expressed confusion and anger when they discovered that they had bought fake milk for their children despite the large sums of mone.y they spent. Many even regretted and were extremely worried about letting their children use products of unknown quality for a long time.

A parent shared her feelings: " Buy 2 get 1 free but the price is still high, 540,000 VND/box is not cheap. I intended to trust Vietnamese milk once but I didn't expect... I saw a lot of advertisements and people around me gave their children a lot of good feedback before daring to buy. Now I just hope that there are no substances in the milk that affect the children, and if drinking it for a long time will have any effects later on." The worry about the long-term health of children after using fake products has become a psychological burden on the shoulders of parents.

In the post on the HIUP Vietnam homepage, this brand was announced to be copyrighted and officially distributed by Alama Vietnam Trading and Technology Company Limited (ALAMA).

According to the National Portal on Business Registration, ALAMA was established on May 7, 2020. Its main business is Food Wholesale, with headquarters in Hanoi and 3 branches in Vinh Phuc (now Phu Tho), Hai Duong (now Hai Phong City) and Hung Yen. The legal representative of this establishment is Tran Xuan Chien.

According to the investigation in the HIUP milk case, ALAMA was identified as a company in the same "ecosystem" as Z Holding. Notably, Tran Xuan Chien, who is the Director of Alama Vietnam Trading and Technology Company Limited, was temporarily detained for the crime of "Trading in counterfeit food products".

The HIUP milk case is a strong warning bell about the situation of fake and poor quality products infiltrating the market, especially products related to children's health. It also raises a big issue about the responsibility of celebrities when participating in advertising, the need to verify information and product quality more carefully, to avoid public trust being exploited. The authorities are continuing to investigate to clarify the whole case and strictly handle violators, to protect the rights and health of consumers.

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