Tsai A-Ga and Er Bo HAHABABY Apologize: Admit 'Incomplete Design Records,' Full Statement Released

Million-subscriber YouTuber Tsai A-Ga has recently been embroiled in controversies over AI-generated artwork and product design issues related to his wife 'Er Bo's' self-founded brand, HAHABABY. Following the incident, Tsai A-Ga and Er Bo disappeared from public view for several days, halting updates on social media, podcast episodes, and regular live streams. After days of silence, HAHABABY officially released a long public letter titled 'A Letter to Little Habee' via social media today (28), apologizing to its supporters. The brand acknowledged it has re-examined every design and process, and announced it will 'pause operations to properly reorganize,' aiming to return with a more mature approach in the future.

### Admission of Incomplete Design Records: HAHABABY Apologizes; Controversial Products Removed

In the letter 'A Letter to Little Habee,' HAHABABY expressed sincere apologies for causing public doubt and unease. The brand admitted that during its rapid product development phase, it failed to fully retain design and production records, making it difficult for the public to understand the full creative and production journey of each item.

Regarding controversial products that sparked discussion, HAHABABY stated it has responsibly taken them offline for review and is dedicating more effort to product improvement and refinement. The brand also pledged to establish more comprehensive design and production documentation in the future and to use more video content to transparently share the entire process—from concept to completion—inviting fans to participate.

### Pausing Operations: Er Bo's Brand Commits to 'Restructuring Processes' and Returning with Greater Maturity

In response to the controversy, HAHABABY officially announced it will 'pause operations to properly reorganize.' The brand emphasized it has spent significant time rigorously reviewing every detail using stricter internal standards and expressed gratitude to those who offered suggestions, reminders, and care.

Additionally, HAHABABY invited customers who had unpleasant shopping experiences or have feedback on products and services to contact customer support. The team pledged to listen seriously and actively improve. It expressed hope to return in the future with a more mature attitude, improved processes, and better products.

### What Are the HAHABABY Copying Allegations? Netizens Compare 41 Products to 30 Brands Including SOU・SOU

Netizens have accused the brand of long-term copying of multiple Japanese and Korean fashion brands. Enthusiastic users revisited past travel videos, questioning whether Er Bo’s frequent trips to Japanese and Korean apparel stores were actually 'research trips.' Some even created a dedicated comparison website, listing 41 cases where HAHABABY products resemble those from 30 different brands.

After the design controversy emerged, users reviewed Er Bo’s past videos and social posts, discovering she publicly expressed admiration for the Japanese brand SOU・SOU as early as May 2020. During a 2023 trip to Kyoto, she filmed at SOU・SOU’s store and frequently wore its clothing.

In 2024, while visiting the Japanese brand niko and..., she mentioned in a video, 'I really want to make this product.' In 2025, during a trip to South Korea, she posted photos of herself and the brand director visiting APM LUXE in Dongdaemun and photographing products from Korean brand MARI&CO. Since many recent HAHABABY products closely resemble brands featured in these videos, netizens widely suspect these trips were actually 'product research missions.'

To clarify the controversy, a user created a public website titled 'HAHABABY Look-Alike Full Record,' with the tagline 'The more you compare, the more familiar it looks.' The site meticulously compiles side-by-side comparisons of HAHABABY products and well-known brands, with some pages including detailed product information, social media posts, and web snapshots as evidence.

To date, the website has documented 41 product comparison cases involving 30 brands. The site remains open for users to submit additional data for updates. Key comparisons include:

- SOU・SOU: 7 cases (highest) - MARKEY'S: 3 cases - RODEO CROWNS WIDE BOWL, niko and...: 2 cases each - Others: BEAMS, Lululemon, URBAN RESEARCH, ADAM ET ROPÉ FEMME, GRANIPH, and other well-known brands

### Brand Director Claims 'Complete Design Drawings Exist,' Er Bo Says Inspiration Comes from Daily Observations

Despite ongoing plagiarism allegations, no official or judicial authority has yet ruled on the HAHABABY controversy, and Tsai A-Ga and Er Bo have not issued a public response.

However, according to ETtoday Star Cloud, the HAHABABY brand director recently posted in a 'Golden Habee' members-only community (requiring 60,000 NTD in spending over two years), stating that all products have complete development processes and design drafts. 'For the designs under scrutiny, we have complete internal timelines covering planning, design, prototyping, and production. Some online speculation differs from actual circumstances, leading to misunderstandings.' The director added, 'Fashion design takes months or even longer from concept to market. Different brands may independently arrive at similar styles or elements due to shared trends, lifestyles, inspirations, or market atmospheres.'

In response to public criticism, Er Bo previously stated during a livestream that most of the brand’s pattern designs are inspired by daily observations.

### Full Apology Statement from HAHABABY

'A Letter to Little Habee'

— To every friend who has supported, reminded, and cared for HAHABABY.

Thank you to everyone who has offered suggestions, reminders, and care. We have seen every comment and message, and we hold them close to our hearts.

During this time, HAHABABY has spent considerable effort re-examining every design and process, rigorously verifying every detail with stricter internal standards. We sincerely apologize for the doubts and unease this incident has caused.

In our past rapid development, we failed to fully retain design and production records, making it difficult for the public to fully understand the creative journey behind each piece. In the future, we will establish more comprehensive design and production records and use more video content to invite everyone to participate in the journey from concept to completion.

For products that sparked discussion, we have responsibly taken them offline for review and are dedicating more effort to improvement and refinement to meet your expectations.

If you have had any unpleasant shopping experiences or have suggestions regarding our products or services, please feel free to contact customer service. We will listen seriously and actively improve.

We thank everyone who has stayed with us, reminded us, and given us the chance to keep striving.

We will pause our steps, take time to reorganize ourselves, and look forward to returning with a more mature attitude, improved processes, and better works.

Sources: 'HAHABABY Look-Alike Full Record,' HAHABABY Official