Zenless Zone Zero x ShiningSoul Collaboration under fire after the company-hired streamer went rogue on livestream

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During the livestream for the ShiningSoul collaboration on March 17th, 2026, the streamer involved made highly inappropriate comments that were disrespectful and damaging to Zenless Zone Zero. This article will detail exactly what happened during the collaboration and explain the issues that arose.

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What was the collaboration about, and who did what

ShiningSoul creates merchandise centered around video games, and their main product is trading cards. On March 17th, they announced a partnership with HoYoverse’s game, Zenless Zone Zero, to help promote these cards. They had scheduled a livestream featuring streamer 奶弟NaiDII to announce the collaboration.

Okay, so the plan was for me to show off the new Zenless Zone Zero trading cards on stream. But things went totally sideways! I ended up accidentally trash-talking Zenless Zone Zero during the livestream and started hyping up Wuthering Waves instead – which, yeah, is made by a rival company to HoYoverse. It was a bit of a disaster, honestly.

The stream went on for around two hours, but the streamer unexpectedly stopped following the contract terms about 30 minutes in. This caused a huge backlash from the Zenless Zone Zero community in China, who felt the company had broken their trust and the agreed-upon contract.

The Company decision and the aftermath

The livestream remains available on Bilibili in China, but many fans were requesting refunds due to the situation. ShiningSoul eventually released a formal apology and provided the following statement explaining what happened. Here’s a translation for our international audience.

Hey everyone, I’m really disappointed about what happened during the ShiningSoul livestream on March 17th. The streamer made some seriously disrespectful comments, and honestly, it was a bad look for Zenless Zone Zero and really hurt the feelings of a lot of us who love the game. I want to say, on behalf of the team, that we’re truly sorry for what happened and we’re taking full responsibility. We messed up, and we apologize for the harm it caused to the game and the community.

The streamer’s unacceptable comments show that our internal checks and training didn’t work as they should. ShiningSoul is fully responsible for what happened. We didn’t show the respect our partners and players deserve. As a result, we’ve immediately taken steps to fix the problem and prevent it from happening again:

Because the streamer made a significant error during a livestream, even after being trained on our livestreaming rules, we have ended our partnership with them, starting immediately. They will no longer be involved in any livestreams for our brand or projects.

Those responsible for managing and reviewing content during this livestream will face serious consequences. We’re also restructuring the teams involved to prevent this from happening again. We’ll be closely monitoring all content going forward, strengthening our rules for scripts and on-air behavior, and making sure we avoid similar issues in future collaborations.

Final thoughts

It’s really frustrating to see another player get burned by Wuthering Wave’s community. This stuff keeps happening, and it’s still a problem in the gacha world. I really hope game companies start going over contracts with streamers, reading everything out loud so there’s no confusion. There’s this joke in the gacha community that we’re all terrible at reading contracts, and honestly, this whole situation feels like a perfect example of that.

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2026-03-19 04:45