Chinese dining chain drops ‘Stir-Fried Pork King’ title amid award scandal

A Hunan restaurant brand from China has become a sensation in the US, yet faces scrutiny at home regarding its once-esteemed title of “Stir-Fried Pork King.”Founded in 2003, Chef Fei has evolved into one of China’s most recognisable Hunan restaurant chains, celebrated for its fiery flavours and signature stir-fried pork dish.The brand now operates over 200 outlets nationwide and reports having served more than 100 million customers in China by 2025.On August 29, Chef Fei launched its first US outlet in San Diego, California. For many diners, the allure extended beyond a mere plate of chilli pork; it embodied the cultural experience that accompanied it.As staff serve the signature dishes, the dining room resonates with a rhythmic introduction inspired by Guankou: “Ni hao, ni hao (hello in Chinese). China’s King of Stir-fry. Enjoy Chef Fei’s stir-fried beef with peppers.”When Chef Fei launched its first US location in San Diego on August 29, diners flocked there less for the chilli pork and more for the authentic cultural experience. Photo: QQ.comGuankou, a technique from Chinese Xiangsheng, involves performers delivering lengthy passages in a rapid, uninterrupted flow.To cater to local preferences, Chef Fei modified its signature stir-fried pork into a beef version, priced at US$32.79.In a US market historically dominated by adapted versions of Chinese cuisine, Chef Fei offers more than just flavourful dishes: it provides a curated encounter with contemporary Chinese dining culture.Online, some American diners embraced the restaurant as a more authentic alternative to Western adaptations of Chinese food, such as orange chicken.One customer described the food as “delicious,” noting that it tasted just like the dishes they had enjoyed in China.For some Chinese students in the US, hearing a foreign server say “ni hao” was enough to justify hours of travel.However, the reception back home has been much more complicated.For some Chinese students in the US, a simple “ni hao” from a foreign server was worth hours of travel. Photo: QQ.comThe controversy surrounding Chef Fei surfaced after the China-cuisine-association" class="entity-link entity-organization" data-entity-id="204115" data-entity-type="organization">China Cuisine Association announced in July that previously issued honorary titles, including “master” awards and related certificates, would no longer be recognised.In August, the Chinese government further clarified that social organisations should not host unapproved competitions offering honorary titles that include terms like “national.”Online users traced Chef Fei’s “National Stir-Fried Pork King” title to a 2020 online competition organised by the association, where dishes were evaluated through submitted photos, videos, public voting, and professional reviews.The revelation sparked criticism from consumers, who questioned whether a dish’s taste and quality could truly be assessed solely through images.In response, Chef Fei removed the title from its promotional materials and replaced it with a new slogan: “Selected black pork, cooked by professional chefs.”According to Jiemian News, founder Fei Lianghui expressed his support for the new regulations in an internal notice to employees.With over 200 nationwide outlets, the brand reportedly served 100 million Chinese customers by 2025. Photo: QQ.comFei’s personal journey has long been integral to the brand’s identity. He began learning to cook from his father at 16 and became a head chef by 20, later earning the China-cuisine-association" class="entity-link entity-organization" data-entity-id="204115" data-entity-type="organization">China Cuisine Association’s “Chinese Golden Chef Award.”In China, the brand’s signature chilli pork dish has historically been priced between 60 and 70 yuan (US$9 and US$10). However, its rapid domestic expansion seems to have slowed.Further ReadingChef Fei reportedly opened 46 new restaurants last year, in contrast to just 16 this year.The chain has also faced a series of consumer complaints in recent months, including failed food safety inspections and reports of foreign objects found in dishes at several outlets.“Nowadays, everyone seems to be a master or an expert. These titles no longer carry the same weight,” remarked one online commenter.Another quipped: “I only hope Chef Fei will lower its prices now that it has lost the title.”