Imagine eagerly ordering food recommended by a popular live-streaming host, only to receive spoiled chicken feet, adulterated steak, or substandard products that leave you with food poisoning. Such "shocks on the tongue" are becoming alarmingly common in live-streaming commerce. Recently, food influencer "Xiaobei Hungry," with millions of followers, found herself embroiled in a food safety controversy, losing over 100,000 followers in a week. What happened?
Food Safety Concerns: Just the Tip of the Iceberg?
The scandal erupted after exposés by consumer watchdog "Sheng Tang Lei Yin," which alleged that the "original-cut steak" promoted in "Xiaobei Hungry"’s livestreams was actually processed meat. The watchdog also raised concerns about two lotus root powder products she endorsed, citing safety risks. Investigations revealed that the manufacturers of these products had been penalized by regulators in the past two years for violations including "excessive microbial counts" and "pathogenic microorganism contamination." More worryingly, numerous consumers reported adverse reactions, such as diarrhea, after consuming products promoted by the influencer.
Further scrutiny by China Food News’ investigative team found that "Xiaobei Hungry" not only engaged in misleading advertising but also endorsed products with significant safety hazards. For instance, boneless chicken feet she promoted showed signs of spoilage, and the product’s food production license number was invalid. Similarly, a "pure meat" luncheon meat contained cornstarch—contradicting its advertised claims. The manufacturer had no record of producing pure meat products, and the actual meat content remained undisclosed, raising doubts about compliance with national standards.
Weak Response Fuels Public Outrage
Facing mounting criticism, "Xiaobei Hungry" issued a vague response on her social media account, dismissing the allegations as "rumors" and sharing statements from two lotus root powder manufacturers. One claimed the problematic batch was unrelated to her promotions, while the other denied ownership of the flagged brand. However, she remained silent on more severe accusations, including fake steak, spoiled chicken feet, and false advertising.
The tepid reply failed to quell public anger. With 19.4 million followers and 1.7 billion likes, "Xiaobei Hungry" is a top-tier food influencer, generating up to $140 million in monthly sales. Yet, the scandal has cost her over 100,000 followers, with her comment sections flooded with consumer complaints.
Live-Streaming Commerce: A Wild West of Food Safety Risks
This incident is not isolated but reflects broader systemic issues in live-streaming commerce. Reports indicate that over 55% of consumers purchase food via livestreams, driving a market worth nearly $300 billion annually. However, the rush for profits has led to rampant misconduct, including the sale of unregulated or substandard products.
Key factors behind the chaos include:
Low Barriers and Lax Oversight: Rapid industry growth has outpaced regulations, allowing unscrupulous sellers to exploit loopholes. Platforms often fail to vet merchants rigorously, enabling counterfeit or unsafe goods to enter the market.
Deceptive Marketing: Hosts and sellers frequently exaggerate product benefits or misrepresent quality, such as labeling ordinary items as health foods or disguising cheap goods as premium products.
Poor After-Sales Support: Consumers struggle to seek redress due to the transient nature of livestream sales, with many merchants lacking proper complaint channels.
Platform Negligence: Some platforms prioritize sales over consumer protection, imposing weak penalties for violations.
Calls for Stricter Oversight
Experts urge collaborative efforts to restore trust:
Tighter Regulations: Authorities must enact clearer laws, assigning accountability to platforms, hosts, and sellers while raising penalties for violations.
Enhanced Vetting: Platforms should enforce stricter merchant screenings, barring those with violations.
Transparent Advertising: Misleading claims must be policed, with penalties for false promotions.
Consumer Education: Buyers should verify product details, check reviews, and avoid impulsive purchases.
As influential figures, top hosts must lead by example—not enable malpractice. Only systemic reforms can ensure a safer, more trustworthy livestream shopping environment.