Shares of Pop Mart International Group Ltd., the Hong Kong-listed creator of the popular Labubu toy line, dropped more than 5.5% on Friday, hitting their lowest level since May.

The decline came after a livestream incident reignited scrutiny over the company’s product pricing.

The sell-off followed a viral clip in which a Pop Mart employee appeared to question the value of a blind box item during a Thursday livestream, according to Chinese media outlet The Cover.

The item in question — a phone chain blind box priced at 79 yuan ($11) — drew widespread criticism on social media, fueling concerns among investors about Pop Mart’s pricing strategy.