China's 'Goose Leg Auntie' Faces Scrutiny Over Duck Meat Misrepresentation

Key facts

• Chen Xiufeng, a Beijing street vendor, admitted to selling duck legs while marketing them as goose legs.
• The vendor, known as 'Goose Leg Auntie,' had built a following and celebrity status around her roast legs.
• A customer complaint prompted Chen to disclose the use of duck meat, leading to a regulatory investigation.
• Goose legs are significantly more expensive than duck legs in China, fueling accusations of deliberate deception.
• Chen stated she switched to duck years ago due to availability and personal branding preferences.

Chen Xiufeng, a popular Beijing street vendor widely known as 'Goose Leg Auntie,' is facing a national scandal and regulatory investigation after admitting to selling duck legs while marketing them as more expensive goose legs for years. The 56-year-old vendor built a significant following, particularly among students at prestigious universities, who queued for her roast legs, promoted through social media.

The controversy erupted when Chen posted a message in a customer group chat acknowledging the use of duck meat after a complaint was filed with local authorities. This disclosure stunned many followers and ignited widespread anger on social media platforms like Weibo, with users accusing her of false advertising and seeking excessive profits.

Goose legs typically cost more than double the price of duck legs in China, fueling accusations that Chen deliberately misled consumers while cultivating an image of authenticity and hard work. She told state-affiliated media that she switched to duck legs years ago due to stock availability and found the name 'duck leg auntie' unappealing, asserting she did not intentionally deceive customers.

Her celebrity status had grown significantly in 2023, leading to large queues outside Tsinghua and Peking universities. She has since sold roasted legs across Beijing via social media and was invited to speak at a Peking University women's entrepreneurship forum in 2024, where she emphasized 'rules and quality' and the importance of trust.

Authorities have launched a probe into the suspected misleading of consumers, and state broadcaster CCTV has weighed in, calling the misrepresentation 'sinister' and 'chilling.' Experts suggest authorities may use Chen's case as an example due to her fame. Chen has halted sales amid the ongoing investigation.