As reported by Kuai Technology on September 28th， many netizens recently noticed that the content on Jia Guolong’s (founder of Xibei Catering) Xiaohongshu and WeChat video accounts has been completely cleared.
On Douyin， Jia Guolong currently retains only one public video， posted on September 30， 2024.
This video， titled “Da Xiong Interviews Jia Guolong，” delves into the history of Xibei Catering’s growth， highlighting its prominence in the Northwest cuisine sector and its annual revenue of 6.2 billion yuan.
Recently， Xibei and Luo Yonghao have frequently been in the spotlight due to the pre-packaged food incident. Following a period of relative calm， Xibei’s “heartfelt public relations article” has once again sparked widespread discussion.
On September 23rd， a WeChat public account named “Xibei Flavor Morning Read” published an article titled “7-Year-Old Maomao: I Thought I Would Never Eat Xibei Again…”.
The article， narrated from the perspective of a 7-year-old child named Maomao， recounts a story where Maomao has been eating at Xibei since the age of 2. His mother， influenced by recent news， initially prohibited him from visiting Xibei. Maomao’s distress and insistence on keeping his “promise” with Xibei， even when offered toys as a distraction， eventually led his mother to reconsider， concluding that “one should not negate this trust due to public opinion.”
This article， however， was widely criticized by netizens as a “critically flawed PR piece” and “promoting sensationalism and manipulation.” The article has since been deleted.
On September 15th， Xibei had issued an official letter of apology， stating that to meet customer demands and enhance their dining experience， they would strive to move central kitchen pre-processing techniques to in-store preparation where feasible.
