POP MART (09992.HK) shares plummeted 5.33% in intraday trading on Friday, following a viral livestream incident that raised questions about the company's product pricing strategy. The incident, which occurred during a promotional event, exposed internal criticism of the brand's pricing and sparked widespread discussion on social media.

During the livestream, which took place on the evening of November 6, two POP MART employees were inadvertently recorded discussing the price of a keychain blind box product. One staff member expressed surprise at the 79 yuan price tag, calling it "really a bit too much," to which a colleague responded, "It's fine, someone will buy it anyway." This exchange quickly went viral, with the related hashtag topping trending topics and raising concerns about the company's pricing practices and attitude towards consumers.

The incident has had a significant impact on POP MART's stock performance, which has been on a downward trend since August. The company's shares dropped more than 17% in September and over 16% in October. POP MART has confirmed that an investigation is underway, although reports of employee dismissals have been denied. The company's customer service stated that internal disciplinary actions are being taken, but there are no immediate plans to adjust the product's price. As market sentiment turns negative, investors are advised to exercise caution, given the ongoing risks and potential for further market reaction to this incident.