The dispute between Sun Yuchen and actress Jing Tian continues to intensify. A new twist emerged today when Binance founder Changpeng Zhao publicly advised Sun, stating, "Aggressive marketing is acceptable, but escalating to personal attacks and potentially harming someone's future career development is unnecessary. Filing a lawsuit directly is better than disclosing unnecessary details. I hope this can be resolved properly with mutual respect." Sun responded, "The rest is left to the court. I won't say more."

While the outcome of the legal proceedings remains uncertain, the flow of attention and viral marketing has already begun. Brands such as Zhang Xiaoquan and Jingtian Pure Water have seen related posters circulate online, with official statements denying involvement, yet adjacent advertising and content have appeared alongside each other.

E-commerce platforms now feature merchandise tied to the saga, with sellers offering Sun Yuchen keychains priced at 3.7 yuan each, and multiple listings for his full written statement, ranging from 5 to 9.9 yuan. Additionally, an image of Sun wearing a vest with the Jingtian Pure Water logo has spread across the internet. Customer service for the involved brand's Tmall flagship store stated, "The image is a meme created by netizens; we kindly ask for reports."

Moreover, the three resort destinations mentioned by Sun have seen a significant boost in recognition and interest. Among them, the Soneva Jani hotel has multiple overwater villas and island villas fully booked. Several prominent voices have also weighed in, including veteran media figure Hu Xijing, who expressed on social media his strong hope that Jing Tian will not be "destroyed" by Sun's social media posts.

The internet's embrace of this spectacle is in full swing. An image of Sun wearing a vest adorned with the Jingtian Pure Water logo and holding their product is widely shared, and derivative merchandise has appeared. One seller offers "Sun Yuchen drinking 50 million Jingtian creative abstract acrylic pendant keychains" at 3.7 yuan each, with a discount price of 7.57 yuan for three, promising shipment within three days of ordering. The same store also features cartoon figures holding bananas and drinking Jingtian mineral water.

This references Sun's November 2024 purchase of Maurizio Cattelan's conceptual artwork "Comedian"—a banana taped to a wall—for approximately 6.24 million USD at a Sotheby's auction in New York. On November 29, he held a press conference in Hong Kong and ate the banana, remarking, "It tastes much better than other bananas; it's really good."

Following the public exposure of the dispute, the image of Sun in the Jingtian vest spread online. Customer service for the Baijia Mountain Tmall flagship store clarified, "The image is a prank by netizens; please help report it." Jingtian Pure Water is a product under Jingtian (Shenzhen) Food and Beverage Group, which owns three brands: "Jingtian," "Baijia Mountain," and "Blairquhan."

Zhang Xiaoquan faces a similar situation, with a poster for their nail clippers circulating online, featuring the caption "Trim your nails, touch wherever you want," seemingly mocking the Sun-Jing incident. Their official flagship store's customer service stated they had no prior knowledge and that it was not an official advertisement. However, in subscription account feeds, Zhang Xiaoquan's nail clipper ads appear adjacent to content about Sun.

Sellers on platforms like Taobao and Xianyu are now offering the full text and videos of Sun's statement, priced between 5 and 9.9 yuan. One seller disclosed to our channel that the primary product is the PDF file titled "My Girlfriend Jing Tian," along with video content, admitting that the video is AI-generated and noting, "I'm not sure why so many people are buying."

Hu Xijing commented, "Sun Yuchen is abroad, and his cryptocurrency dealings violate Chinese law; many say he dares not return to the mainland. Allowing such a person to stir up our domestic public opinion from overseas, or even to decide the fate of a domestic actress, is unacceptable. I believe mainland society will not tolerate this. Not letting such a person succeed is the right course."

The three luxury resort destinations Sun mentioned flying to by private jet—Montage Laguna Beach, Soneva Jani, and Tenerife—have seen soaring visibility. Montage Laguna Beach, located in California, is a benchmark of upscale coastal living on the US West Coast and a representative of the "old money" vacation style. Soneva Jani in the Maldives is a premier luxury project among the archipelago's resort islands, renowned for extreme privacy with one villa per island. Tenerife, part of Spain's Canary Islands, is a famous volcanic resort island in Europe with a year-round temperature of 18-28°C, suitable for visits in any season.

On major travel platforms, these hotels are listed with varying rates. Montage Laguna Beach ranges from approximately 15,000 to 94,000 yuan per night for rooms to villas. On Tenerife, the Ritz-Carlton Abama offers nightly rates from 3,000 to 30,000 yuan. Soneva Jani appears to be in the highest demand, with nightly rates from 15,000 to 40,000 yuan across room types, and multiple overwater and island villas are fully sold out.

A travel enthusiast noted that Laguna Beach hotel had few Chinese visitors in the past, but its popularity grew domestically after Wang Sicong stayed there. A luxury travel service professional clarified that the rumored "410,000 yuan per night" at Montage is a misinterpretation. Sun's account mentions booking the entire floor for 30 days at a total package price of one million USD, averaging about 220,000 yuan per night, but this includes multiple rooms and butler services. Actual rates for individual bookings are 9,500–12,000 yuan per night for basic ocean-view rooms in the off-season, 15,000–26,000 yuan in peak season, 20,000–40,000 yuan for large suites, and top-floor oceanfront villas only reach high prices during special peak-season dates.

In February 2026, photos posted by Jing Tian on social media subtly revealed what appears to be Soneva Jani's signature waterslide overwater villa. A guest who stayed there described the resort as indeed expensive, but noted the slide lets you glide directly into the Indian Ocean from the second floor, and the starry sky roof is spectacular, allowing guests to stargaze from bed.

Following this episode, the resort—previously known mainly among hotel enthusiasts and wealthy circles—has been widely seen by netizens. Some observers note that high-end luxury hotels value privacy above all, and whether this brings a traffic dividend or unexpected trouble remains uncertain.

Intriguingly, around 1 AM Beijing time on August 29, crypto mogul Changpeng Zhao took to social media to address Sun directly: "Aggressive marketing is fine, but leveraging it into personal attacks and potentially harming someone's future career is unnecessary. Going straight to litigation is better than disclosing unnecessary details. I hope for a proper resolution and mutual respect!"

Around 8 AM, Sun responded to that message, "Thank you, CZ. You're right. Mutual respect, proper resolution. The rest is for the court. I won't say more." Subsequently, around 9 AM Beijing time, Sun posted on his own social media account, "When you move out, the light must be turned off. The person is gone, but the light in the room is still on. It may have been turned off late, and it may have made a noise, but the light had to be turned off because the person has left. Lock the door; leave the key inside."

"The sound of turning off the light startled Ms. Jing; that was not my intention. I wish her well. May her future days be unrelated to these words."

"There is no judge in matters of the heart. Two people come together, then go their separate ways. As for what happened in between, I still have no answer, nor do I feel one is necessary. I belong to neither side. This ends with me."

Sun further stated, "This is an ordinary civil property dispute that has entered the legal process. I respect the court, the procedure, and all of the other party's rights. Whatever the outcome, I will accept it."

Earlier, Sun had mentioned that he flew by private jet to three resort destinations—Montage Laguna Beach, Soneva Jani, and Tenerife—as part of the narrative. The dispute has also drawn in other brands, with Zhang Xiaoquan's nail clipper advertisement being placed adjacent to content about Sun and Jing Tian in subscription feeds, although the company denies official involvement. The entire episode has sparked a wave of memes, merchandise, and public commentary, turning a personal legal matter into a widespread internet phenomenon.