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Restaurant chain Chef Fei removes controversial slogan amid online scrutiny_我的网站

A | 　　讯据物流与采购联合会冷链专业委员会消息，今年上半年食品冷链物流业务总需求量达2亿吨，同比增长4.7%，增速较上年同期加快0.3个百分点；食品冷链物流服务企业总收入为2901.8亿元，同比增长3.7%。　　新能源冷藏车加速渗透，绿色运力占比再创新高。 (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) 。据测算，上半年冷藏车销量为42111辆，同比增长42.9%；其中，新能源冷藏车销量为20285辆，同比增长92.3%，保持高速增长态势。新能源冷藏车渗透率达48.2%，较上年同期提升12.4个百分点。二季度单季渗透率升至54.7%，呈加速渗透态势，新能源冷藏车渗透率在季度维度上首次超越传统燃料车型，冷链运输绿色化进程进入加速发展阶段。　　在宏观经济回升向好、物流运行韧性增长的背景下，叠加假日消费集中释放、线上消费持续活跃及跨境冷链贸易稳步增长等因素，上半年冷链物流保持稳步发展态势，冷链消费需求温和回升，绿色低碳转型加速推进。版权申明：凡注有“”或电头为“”的稿件，均为独家版权所有，未经许可不得转载或镜像；授权转载必须注明来源为“”，并保留“”的电头。。