Imagine eagerly tuning into a live-stream, captivated by a food influencer's mouthwatering descriptions and enthusiastic recommendations, only to receive substandard or even hazardous products. This scenario became reality for followers of "Xiao Bei E Le" (Little Hungry Bei), a top Chinese food influencer now embroiled in a food safety controversy.
I. The Scandal Unfolds: Multiple Food Safety Issues Emerge
With her youthful style and catchphrases, "Xiao Bei E Le" has amassed over 19 million followers on Douyin (China's TikTok), becoming one of China's most influential food live-streamers. However, recent revelations have exposed serious concerns about products sold through her broadcasts:
- Fake "Original Cut" Steak: Consumer watchdog "Sheng Tang Lei Yin" revealed that steak marketed as premium original cuts were actually processed composite meat.
- Substandard Lotus Root Powder: Two brands of lotus root powder sold in her streams came from manufacturers previously penalized for exceeding microbial limits and containing pathogenic microorganisms.
- Consumer Health Complaints: Numerous buyers reported gastrointestinal issues after consuming products purchased through her broadcasts.
- Official Media Exposé: China Food News' investigative team found multiple violations in products she endorsed, including expired licenses in boneless chicken feet and misleading "pure meat" claims for luncheon meat containing corn starch.
II. The Influencer's Controversial Response
Facing mounting criticism, "Xiao Bei E Le" posted a single statement on Douyin: "We ignore rumors and only respond to trust and support." The accompanying video featured manufacturer statements vouching for the lotus root powder's quality, while ignoring other documented safety issues. This selective response has intensified public backlash.
III. The Numbers: Influence Meets Accountability
Third-party data shows the influencer's recent monthly sales between $10-14 million, with single broadcasts exceeding $1.4 million. However, the scandal has cost her over 100,000 followers in one week, with comment sections flooded with consumer outrage. The case demonstrates how influencer commerce relies entirely on consumer trust—once broken, commercial success quickly erodes.
IV. Industry Context: A $280 Billion Market With Growing Pains
China's live-streaming e-commerce market reached nearly $280 billion in 2021, with food products accounting for 55.74% of purchases. While lucrative, the sector suffers from rampant quality control issues, with some merchants prioritizing profits over safety through unregulated products.
V. Systemic Failures Behind Food Safety Risks
Experts identify multiple structural problems enabling such incidents:
- Regulatory gaps: Insufficient oversight of live-stream commerce allows questionable operators to thrive.
- Platform negligence: Some hosts prioritize traffic and revenue over proper merchant vetting.
- Influencer misconduct: Certain personalities compromise ethics for commissions, knowingly promoting inferior goods.
- Consumer vulnerability: The ephemeral nature of live-streams complicates post-purchase recourse.
VI. Path Forward: Building Sustainable Live Commerce
Industry observers recommend comprehensive reforms:
- Strengthening legal frameworks for live-stream commerce
- Implementing rigorous platform-level merchant screening
- Enhancing influencer training on product vetting
- Establishing accessible consumer complaint channels
- Educating buyers to scrutinize products and preserve evidence
The "Xiao Bei E Le" incident serves as a cautionary tale for China's booming live-commerce sector. As the market matures, maintaining consumer trust through genuine quality commitment—not just charismatic salesmanship—will determine which influencers endure.