Ahead of World Consumer Rights Day on 15 March, food safety and security have returned to the forefront of social media. On 12 March, Chinese-style fast-food chain Yang’s Braised Chicken Rice found itself in hot water.
The chain, known for its titular chicken rice, was reported to have gathered leftovers and reused them the next day, as well as hiring license-less workers. Yang’s Braised Chicken Rice quickly apologised for its lack of oversight and permanently closed the three branches involved, all in Henan.
- #多名外卖小哥提醒避雷黄焖鸡 multiple riders warn against braised chicken rice: 9.44 million views on Rednote, ranking number 1 on the Hot Spot list; 130 million views on Weibo, number 1 on the Hot Search list
- #我不想再因为一碗黄焖鸡破防了I don’t want to be triggered by a bowl of chicken rice again: 22.16 million views on Weibo, ranking number 1 on the Hot Search list
Braised chicken rice has long been a popular choice among students and young professionals looking for a quick and affordable lunch. This is probably why it has caused such a huge reaction, and the State Council is also getting involved in the incident by taking over the oversight of the incident in Henan and Shandong.
Need to boost your China strategy? Dao Pro delivers bespoke insights on marketing, innovation, and digital trends, direct from Chinese sources. Find out more from our Dao Strategy Team here.
