Crisis Communication: Protecting Image Assets

This article is part of a series analyzing Ziyu’s crisis communication strategy. [Read the introduction here.]

Ziyu, a Chinese actor and singer, rose to national fame in 2025 after starring in the hit web drama Revenged Love.

In a crisis, not every part of a public figure’s image carries the same weight. Some aspects can bend without breaking. Others are off-limits—because once they’re gone, they’re nearly impossible to rebuild, and their loss quietly erodes long-term commercial value.

During the waves of public scrutiny Ziyu has faced since late July, parts of his public persona have shifted. But the “non-negotiable” elements—the traits audiences still associate with him—remain intact. These aren’t just vague impressions; they are strategic assets that influence how much brand value survives once the headlines fade.

Protecting these assets serves three key purposes:

• Commercial continuity – Brands and casting directors need a consistent reference point. If the core persona collapses, roles and endorsements tied to it lose their foundation.
• Audience familiarity – People don’t have endless patience to relearn who you are. A stable core keeps the “mental shortcut” in audience perception alive.
• Negotiation leverage – The more intact your image assets, the stronger your hand in future commercial talks.

In Ziyu’s case, certain traits—such as his measured, non-theatrical style of public communication—have stayed consistent. Even in tense moments, he resisted trading those traits for quick emotional release or short-term viral buzz. That consistency works the way a brand’s visual identity does during a product recall—it limits damage while preserving recognition.

For public figures and brands alike, crisis communication isn’t just about getting through the news cycle. It’s about knowing which parts of your identity are worth defending at all costs—and protecting them, even under pressure. Lose the wrong piece, and the long-term cost will outweigh any short-term hit to your reputation.

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