Popular Hot-Pot Chain Liu Wenxiang (刘文祥) Accused of Selling Duck as Beef; Regulators Launch Inspections

Investigation finds substitution, inconsistent labeling

It has been reported that a media investigation uncovered multiple Liu Wenxiang (刘文祥)麻辣烫 outlets labeling and selling duck as higher-priced beef and pork. In several cases reporters say packaging in kitchen stock lists “duck” while menu items and staff descriptions on takeout platforms list “beef” or “pork.” A Xiamen shop’s “beef rolls” reportedly came in packaging marked as duck; a Zhangzhou outlet allegedly sold a range of items—from black pepper strips to oyster-flavored slices—whose back‑of‑house ingredient lists showed duck as the primary raw material. How did a mass‑market chain let this happen?

The problem appears systemic. Liu Wenxiang is a rapidly expanded franchise with more than 2,800 stores nationwide, and it has been reported that the brand allows individual franchisees to source many ingredients themselves, requiring only a few base materials to be centrally specified. Online listings across different delivery platforms (e.g., Meituan 美团, Ele.me 饿了么) sometimes show the same item as chicken on one app and duck on another, adding to consumer confusion. Reportedly, customers have filed hundreds of complaints on the Black Cat Complaints (黑猫投诉) platform—searches under the brand returned 859 entries in recent weeks.

Regulators step in; broader implications for trust and control

Local market regulators have begun crackdowns. On March 14 the Urumqi High‑Tech Zone Market Supervision account (乌鲁木齐高新区市场监管) posted a video of a surprise inspection that drew widespread attention online, and multiple cities in Fujian province reportedly conducted spot checks the same evening. Authorities say stores found to be misrepresenting products will be ordered to rectify immediately and could face stricter penalties for false advertising or selling counterfeit goods. Some franchisees blamed platform operators or “image upload mistakes,” while others reportedly admitted supply shortages had led to substitutions.

For Western readers: China’s booming food‑delivery ecosystem is a major growth channel for fast‑casual chains, but that scale also exposes weaknesses in franchise governance and supply‑chain transparency. The Liu Wenxiang case highlights how rapid expansion without centralized quality controls can produce reputational damage and regulatory risk. Will regulators tighten oversight of franchised food brands, or will national enforcement remain spotty? For consumers, the simplest question remains the most urgent: can trust be rebuilt?