Zhou Xiaonao Responds to Liu Wenxiang's Scandal! Duck Meat Passed Off as Beef and Still Acting Justified? Internet Celebrity Spicy Hot Pot Shop Caught Red-Handed

Recently, the once-popular Liu Wenxiang Spicy Hot Pot has completely fallen from grace! On March 14th, the topic “Liu Wenxiang sells duck meat as pork and beef” suddenly trended on social media, sparking nationwide discussion. This chain brand, which gained fame through short videos, faced a crisis overnight. Meanwhile, the blogger Zhou XiaoNao, who unintentionally helped boost its popularity, quietly responded as well.

The story begins with media investigations. Reporters visited multiple Liu Wenxiang stores in Xiamen and Zhangzhou, Fujian Province, and uncovered numerous outrageous issues—despite menus on delivery platforms listing beef and pork, staff claiming the ingredients were beef, yet the packaging clearly stating the main raw material was duck meat.

Even more baffling, at one Zhangzhou store, staff described black pepper pork tenderloin, Minnan-style meat soup, and oyster sauce meat slices as pork dishes. After checking the kitchen’s ingredient list, it was revealed they were all made from duck meat. The same oyster sauce meat slices were labeled as chicken on some platforms and duck on others, showing how easily ingredients can be mixed up.

These involved stores each have thousands of monthly orders, meaning countless consumers have been deceived—paying for beef or pork but eating cheap duck meat. When questioned by reporters, some staff not only refused to admit fault but also confidently argued, “Beef weighs three or four jin, but we only sell twenty-one jin. Do you really think it’s pure beef?” This statement directly exposed the brand’s lack of quality control.

In fact, Liu Wenxiang’s issues go beyond this. As investigations deepened, more problems emerged. A surprise inspection video from the Urumqi High-tech Zone Market Supervision Department showed some kitchens were dirty and messy, ingredients were haphazardly stored, opened products weren’t properly preserved, and expired items were left unremoved. On the Black Cat Complaint platform, there are hundreds of complaints about Liu Wenxiang—either spoiled ingredients or foreign objects found in food.

Ultimately, these problems stem from Liu Wenxiang’s loose franchise model. Since 2017, the brand has operated franchise stores across the country, now exceeding 2,000. The brand only requires uniform procurement of base ingredients and a few types of noodles; other ingredients are chosen by franchisees themselves. Duck rolls cost only 7 yuan per jin, while beef rolls are nearly 30 yuan per jin. The large price gap encourages some franchisees to cut corners and use inferior ingredients, with the headquarters neither supervising nor regulating, leading to increasing chaos.

Notably, on March 2nd, Liu Wenxiang issued a notice to suspend new franchise inquiries. Many didn’t pay much attention at the time, but now it seems this was a preemptive move to prepare for the crisis.

While the brand’s reputation is collapsing, the blogger Zhou XiaoNao, who unintentionally popularized it, also became a focus of attention. Previously, Zhou created the character “Purple Sweet Potato Spirit,” who once said, “If the whole world criticizes you, I’ll take you to Liu Wenxiang,” which helped Liu Wenxiang explode in popularity. Many speculated Zhou received advertising fees from the brand.

In fact, Zhou XiaoNao clarified in the comments on March 2nd that he never received a single cent in advertising fees. The brand approached him for collaboration, but he declined, saying, “The collaboration is between Zhou XiaoNao and Liu Wenxiang. Eating is the story of Purple Sweet Potato Spirit. I don’t want the videos or Liu Wenxiang to be spoiled.”

On March 15th, as Liu Wenxiang’s scandal worsened, Zhou didn’t issue an official statement. Instead, he left a comment on his latest video saying, “Saw the news. What should I eat tonight?” with a “shocked” emoji. This humorous, role-appropriate response indirectly addressed the issue. He avoided riding the negative traffic wave, clearly distanced himself from the brand, and was praised as a “textbook example of avoiding pitfalls.” Some joked, “He used to refuse quick money, now he’s called ‘Brother’.”

Liu Wenxiang originally started as a small shop near Erzhong Middle School in Huanan County, known for its traditional northeastern sticky flavor, earning a good reputation. Later, it expanded through franchising and was ranked fourth in the “Top 10 Spicy Hot Pot and Mala Brand of 2023.” It was a promising brand, but poor quality control and integrity issues caused its downfall.

Currently, market regulators in multiple regions have launched comprehensive inspections of Liu Wenxiang stores. The affected stores have been ordered to close for rectification, and some non-compliant franchisees have had their partnerships canceled. Although the brand claims the exposed issues are isolated incidents, this explanation fails to convince consumers.

Liu Wenxiang’s downfall serves as a wake-up call for all online celebrity chain brands: no matter how much traffic you have, never forget your original purpose. Without strict quality control, even the most popular brands will only be fleeting. Maintaining integrity and ensuring quality are the keys to truly sustaining success. Zhou XiaoNao’s clarity also reminds everyone that in the era of traffic, sticking to principles is more important than quick profits.

(Writer: Human Observer)