Eliza Wong
On September 12th at 8:30 PM, tech entrepreneur and internet personality Luo Yonghao (罗永浩) ignited a firestorm across Chinese social media with a multi-platform livestream addressing the growing controversy surrounding pre-made dishes in restaurants. The livestream, simultaneously broadcast on Weibo, Douyin, and Bilibili, came as a direct response to his public dispute with popular餐饮 chain Xibei (西贝). With a backdrop boldly stating ‘Not against pre-made dishes, but promoting transparency and protecting consumer知情权,’ Luo delivered a masterclass in consumer advocacy that resonated with millions. His core argument wasn’t condemnation of an industry, but a demand for honesty—a call for restaurants to stop serving pre-made dishes while pretending they’re freshly cooked. This stance, he claimed, was supported by over 90% of consumers who are fed up with the lack of transparency. This event transcends a simple celebrity feud; it represents a critical inflection point for China’s massive food service industry and the rights of those who sustain it.
The Livestream That Shook the餐饮 Industry
On the afternoon of September 12th, Luo Yonghao took to his Weibo account to announce the impending broadcast. He was careful to frame his intentions not as a personal attack on Xibei or its founder Jia Guolong (贾国龙), but as an opportunity to leverage the ongoing public discourse for a greater good. His stated goal was clear and ambitious: to use this event as a catalyst to push the entire Chinese pre-made dish industry toward greater transparency and to firmly establish the consumer’s right to know what they are eating.
The直播 itself was a meticulously presented affair. Luo, known for his persuasive and often blunt rhetoric, methodically laid out his case. He displayed packaging photographs, allegedly taken by media inside Xibei outlets, which told a compelling story. The images showed products like sea bass (small), braised rice with beef package (2.5kg for dine-in), and pork ribs with pickled cabbage. The most damning piece of evidence for many viewers was the sea bass package, which clearly displayed an 18-month shelf life.
Decoding the Evidence: What the Packaging Revealed
Luo expertly dissected the implications of this evidence. He clarified that ‘fresh’ doesn’t necessarily mean ‘live,’ and that frozen or chilled ingredients are a practical and acceptable part of modern restaurant operations. However, he drew a critical distinction. The product in question wasn’t just a frozen fish; it was a pre-marinated, pre-prepared item designed for simple reheating or finishing in the kitchen. His central question was about the journey of the food and the potential use of additives to achieve its long shelf life and consistent flavor, even if those additives are legally permitted.
– Sea Bass (Small): Photograph showed a packaged, pre-marinated product with an 18-month保质期.
– Braised Rice with Beef Package: Marketed as a 2.5kg bag specifically for ‘dine-in’ service, indicating systemic use.
– Pork Ribs with Pickled Cabbage: Another example of a complex dish arriving at the restaurant in a pre-made state.
He paired this visual evidence with personal anecdote, recalling a meal at Xibei where the sea bass tasted unpleasantly fishy and ‘like it had been frozen for a very long time.’ This experience directly contradicted the company’s public assurances that they did not use pre-made dishes, leaving him and his companions baffled. He quipped, ‘If it’s not pre-made and is all fresh, then to make it taste that bad, they must have some kind of special superpower.’
Why Transparency in Pre-Made Dishes is a Non-Negotiable Right
Luo Yonghao’s argument hinges on a simple but powerful principle: consumer知情权, or the right to know. He repeatedly stated that he is not ideologically opposed to the concept of pre-made dishes. He acknowledged their role in standardizing taste, ensuring food safety through controlled industrial processes, and improving efficiency for restaurant chains. The problem, he insists, is the deception.
When a consumer walks into a restaurant priced for fresh, on-site cooking, they are entering into an implicit contract. They pay a premium with the expectation of a certain culinary experience—the skill of a chef, the aroma from the kitchen, the knowledge that their meal was prepared for them upon ordering. Serving a pre-made dish that is simply reheated or quickly assembled violates that contract. It’s a breach of trust that undermines the very value proposition of dining out.
The Consumer Backlash: ‘Normal Humans Can Understand’
A key soundbite from the直播 that went instantly viral was Luo’s assertion that ‘normal humans can understand what a pre-made dish is.’ This phrase perfectly captured the frustration of everyday consumers who feel patronized by corporate double-talk and obfuscation. The public is not naive; they understand the realities of modern food production. What they demand is honesty. Luo’s claim that over 90% of people support him in this fight suggests this is not a niche concern but a widespread consumer movement.
This backlash is fueled by several factors:
– Value for Money: Customers feel cheated paying high prices for what is essentially microwaved industrial food.
– Health Perceptions: While often safe, pre-made dishes are frequently associated with higher levels of preservatives, sodium, and additives, which health-conscious consumers wish to avoid.
– Cultural Expectations: Dining out in China is deeply social and often centered around the appreciation of food and cooking craftsmanship. Pre-made dishes strip away this cultural layer.
The Broader Implications for China’s Food Service Sector
The Luo Yonghao incident is a symptom of a much larger shift occurring in the Chinese consumer landscape. As the market matures, consumers are becoming more sophisticated, more powerful, and more vocal. They are leveraging social media to hold billion-dollar corporations accountable in ways that were impossible a decade ago. This event demonstrates that a single influential voice, armed with evidence and a compelling narrative, can force an entire industry to confront its practices.
For餐饮 chains like Xibei, the reliance on pre-made dishes is often a business necessity driven by ambitions of rapid, standardized expansion. However, this strategy now carries a new form of reputational risk. The lesson for the industry is clear: transparency is no longer optional. Brands that are open about their sourcing and preparation methods can build deeper trust and loyalty. Those that continue to hide behind vague language will be increasingly vulnerable to public scandals that can cause significant and lasting damage to their brand equity.
Learning from Global Precedents
China is not the first country to grapple with this issue. Markets like the United States and Japan have long had debates about processed foods in restaurants. Many successful international chains have navigated this by being upfront. For example, some fast-casual brands openly market the convenience of their ‘chef-prepared, flash-frozen’ ingredients, focusing on consistency and safety rather than hiding the process. The Chinese餐饮 industry could look to these models for how to integrate pre-made dishes honestly and successfully without alienating customers.
The Path Forward: From Controversy to Constructive Change
Luo Yonghao’s直播 should not be seen merely as an attack but as a catalyst for a necessary conversation. The call for ‘pre-made dish transparency’ is a reasonable starting point for reform. This could take several forms, from clear menu labeling—much like calorie counts or allergen information—to greater corporate communication about food sourcing and preparation.
Regulatory bodies may also feel pressured to step in and establish clearer guidelines for what constitutes ‘fresh’ versus ‘pre-made’ and what disclosures are required. This would level the playing field and protect both consumers and ethical businesses from being undercut by less scrupulous competitors.
Ultimately, the power lies with consumers. By continuing to demand honesty and voting with their wallets, they can shape the future of the industry. Supporting restaurants that are transparent about their kitchen practices and questioning those that are not will drive meaningful change.
Luo Yonghao’s September 12th livestream was more than just a viral moment; it was a declaration of consumer power. It highlighted a deep and widespread desire for honesty in the food we eat and the brands we support. The debate over pre-made dishes is ultimately a debate about trust. While the convenience and efficiency of pre-made dishes are here to stay, the era of silent deception is ending. The brands that will thrive are those that recognize this shift, embrace transparency, and respect the intelligence of their customers. The conversation has begun, and it is now up to the industry to listen and respond. Share your thoughts: should restaurants be legally required to disclose their use of pre-made dishes?
