(ECNS) -- Hunan cuisine restaurant chain Chef Fei has begun removing its long-running slogan, "National King of Stir-Fried Pork," following widespread online debate over how the title was awarded.
Chef Fei (Feidachu), which operates more than 200 restaurants across China, has come under scrutiny in recent days over the slogan -- prominently used in its branding for nearly six years.
The title was awarded in late 2020 by the China Cuisine Association following an entirely online "National Stir-Fried Pork Competition."
Contestants were required to submit a three- to five-minute cooking video along with photos of their dishes. The final results were based equally on public online voting and scores from professional judges who assessed the submissions remotely, with no live tasting or blind taste test involved.
Chef Fei founder Fei Lianghui received 19,278 public votes, ranking first in the competition and earning the title "National King of Stir-Fried Pork."
The phrase was subsequently displayed beneath the Chef Fei logo at its restaurants and was also chanted by staff when serving the chain's signature dish, stir-fried pork with chili peppers.
After details of the competition's judging process resurfaced on Chinese social media in early August 2026, the issue quickly became a trending topic.
Critics questioned how the taste and quality of a dish could be properly judged based solely on videos and photos. Legal experts also raised concerns that the phrase "National King" could be interpreted as an absolute or superlative advertising claim, potentially placing it in a gray area under China's advertising regulations.
Questions were also raised over the commercial use of the title, as the original award was granted to Fei Lianghui as an individual rather than to the restaurant chain itself.
Reporters have since noticed signs that Chef Fei is quietly phasing out the slogan. The phrase has disappeared from the brand's official customer service messages.
At several restaurants in Beijing, the slogan could still be seen on printed menus, but it was no longer used in in-store broadcasts. Some interior walls also showed signs that promotional wording had been removed, while staff had stopped referring to the title when serving the signature dish.
(By Helen Mo, intern Xu Wenda)
京公网安备 11010202009201号