Eliza Wong
On September 11, social media buzzed as Luo Yonghao’s criticism of XiBei’s prepared dishes went viral. The backlash prompted an immediate response from XiBei’s founder and chairman, Jia Guolong (贾国龙), who held a media conference that evening at XiBei’s Zhongliang Xiangyun Town branch. In a firm and unambiguous statement, Jia declared that legal action would be pursued against Luo, citing significant damage to the brand’s reputation and emotional distress caused by what he termed misleading claims. Luo, never one to back down, quickly responded on Weibo, simply stating: ‘I’m ready.’ This clash isn’t just a war of words—it’s a spotlight on the growing debate over transparency, quality, and ethics in China’s bustling food and beverage sector.
The Spark: Luo Yonghao’s Critical Comments
On September 10, tech entrepreneur and social media influencer Luo Yonghao took to his platform to share a dining experience that left a bad taste. He stated, ‘It’s been a while since I ate at XiBei. Today, after landing, I had a meal with colleagues and found that almost everything was prepared dishes—and so expensive. It was utterly disgusting.’ He didn’t stop there; Luo called for legislative action, urging that restaurants be legally required to disclose if they use prepared dishes. His post resonated with many consumers increasingly wary of food origins and authenticity.
Public Reaction and Divided Opinions
The post quickly stirred controversy online. Some users expressed disappointment, noting that XiBei had been a family-friendly choice they trusted. One comment read, ‘XiBei is great for kids, but hearing it might be mostly prepared dishes is concerning—is it true?’ Others sided with Luo, emphasizing the right to know what they’re eating, especially at premium prices. This public divide underscores a broader consumer shift toward demanding transparency in food sourcing and preparation.
XiBei’s Firm Stance: Jia Guolong’s Rebuttal
At the media communication event, Jia Guolong did not mince words. He asserted, ‘We will definitely sue. We have no choice but to use legal means. We’ll sue where necessary, ignore what we can, and focus on our own operations.’ He emphasized that, according to China’s strict definition, XiBei does not serve prepared dishes. Instead, the company operates a central kitchen in Pinggu, Beijing, for pre-processing ingredients—like turning unwashed vegetables into cleaned, ready-to-cook ones—and handles freezing or refrigeration of raw materials. These, he clarified, fall outside the official ‘prepared dishes’ category.
Defining Prepared Dishes: The Technicalities
Jia elaborated on the distinction: ‘Prepared dishes refer to items that are pre-cooked, packaged, frozen, and only require heating before serving. XiBei has no such dishes.’ He acknowledged that XiBei previously sold pre-made ‘Kung Fu Dishes’ as a separate product line, but that business has been discontinued and is unrelated to current restaurant offerings. This nuanced differentiation is crucial, as it highlights how industry terminology can shape consumer perception and legal accountability.
Luo Yonghao’s History with Prepared Dishes
This isn’t Luo’s first foray into the prepared dishes debate. In November of the previous year, he tweeted, ‘I don’t oppose prepared dishes, but restaurants selling them without disclosure is essentially deception. Even if they’re safe and tasty, it’s still dishonest.’ His consistent stance positions him as a consumer advocate pushing for greater honesty in food service—a role that amplifies his influence but also invites legal challenges from powerful industry players.
XiBei’s Transparency Efforts: A Case Study
In August last year, XiBei’s partner and co-founder Fan Dawei (樊大卫) visited the XiBei Huamao branch to create a video addressing the prepared dishes question. The footage showed that only items like steamed buns and yellow corn buns were supplied from a central factory, while all other dishes—from cold appetizers to main courses—were prepared fresh in open-view kitchens. This effort to demonstrate transparency reflects the brand’s awareness of consumer concerns and its attempts to build trust through visibility.
The Broader Industry Context
The prepared dishes sector in China has seen explosive growth, driven by efficiency and scalability demands. According to industry reports, the market size exceeded RMB 500 billion in 2022 and is projected to grow steadily. However, this expansion comes with challenges: consumer skepticism about quality, nutritional value, and authenticity. Incidents like this controversy highlight the tension between operational practicality and customer expectations for fresh, handcrafted meals.
Regulatory Landscape and Future Implications
Currently, China lacks comprehensive regulations mandating disclosure of prepared dish usage in restaurants. Luo’s call for legislation echoes a wider push for stricter guidelines. If adopted, such laws could reshape industry practices, forcing chains to reevaluate their supply chains and communication strategies. For now, businesses like XiBei navigate a gray area, where reputation management becomes as critical as compliance.
Legal Ramifications and Next Steps
Jia Guolong’s threat of litigation isn’t empty. Defamation laws in China can carry serious consequences for false statements that harm commercial reputation. If pursued, the case would set a precedent for how food criticism is handled legally, potentially chilling consumer advocacy or, conversely, encouraging more rigorous fact-checking. Luo’s readiness suggests he is prepared to defend his comments as opinion backed by consumer rights principles.
Potential Outcomes and Industry Impact
A lawsuit could go several ways: settlement, judicial ruling in favor of either party, or even a broader dialogue on food transparency. For XiBei, winning might repair short-term brand damage but could alienate customers perceived as siding with Luo. For Luo, a victory could bolster his role as a consumer watchdog. Regardless, the case would likely accelerate industry-wide discussions on ethical practices and disclosure norms.
Key Takeaways and Moving Forward
This clash between XiBei and Luo Yonghao underscores a critical juncture for China’s food industry. Consumers are more informed and vocal than ever, demanding honesty about what they eat. Brands must balance efficiency with transparency to maintain trust. While legal battles play out, the real win will be for diners—if this sparks meaningful change toward clearer labeling and higher standards. As you choose where to dine next, consider asking about preparation methods; your curiosity could drive the transparency we all deserve.
