On September 12, Luo Yonghao, a well-known Chinese entrepreneur and internet personality, took to social media to criticize the chain ice cream brand Mr. Yeti, describing its products as “quite mediocre” and “even unpalatable.” He also drew comparisons to Zhong Xuegao, another controversial ice cream brand, which quickly attracted widespread public attention. The incident took place at Beijing Capital Airport, where Luo made the remarks in his capacity as an ordinary consumer expressing a subjective opinion.
As of now, Mr. Yeti has not issued an official response to the controversy. However, a staff member from the company stated that the feedback has been noted and recorded internally. The brand has yet to comment publicly on the matter.
Legal experts weighed in on the situation, noting that a one-time criticism does not constitute defamation or reputational infringement. However, they cautioned that repeated attacks or statements containing insulting language could potentially cross legal boundaries and expose the critic to liability. This distinction highlights the fine line between legitimate consumer feedback and actionable defamation.
Mr. Yeti was founded in 2011 and has since grown into a significant player in China’s ice cream market. The brand currently operates 1,712 stores nationwide and positions itself as offering high-value Italian-style Gelato at accessible prices. Its business model focuses on affordability and widespread accessibility, making it a popular choice among budget-conscious consumers.
The incident has ignited discussions online about consumer rights, brand reputation, and the power of influencer opinions. Some social media users supported Luo’s right to share his honest experience, while others questioned whether such public criticism from a high-profile figure could unfairly damage a brand’s image. The debate also touched on the broader trend of celebrity endorsements and critiques in China’s consumer market, where influential voices can significantly impact public perception.
Neither Luo Yonghao nor Mr. Yeti has provided further comments since the initial posts. The story continues to circulate on Chinese social media platforms, reflecting ongoing public interest in the intersection of celebrity culture, consumer protection, and corporate reputation management. —
