Maliuji's Mold Controversy: A Deep Dive into China's Food Safety, Consumer Rights, and Corporate Accountability
Maliuji, a popular Chinese food brand known for its pre-packaged spicy and sour noodles, has found itself at the center of a food safety storm. The controversy erupted when customers discovered mold in Maliuji's products, leading to their immediate removal from all Costco stores. This alarming discovery not only sparked health concerns among consumers but also initiated a series of events that laid bare the complexities of brand accountability, consumer rights, and the influence of public figures in China's dynamic consumer market.
28 July 2025
The saga began with an apology from Maliuji's contract manufacturer, Sichuan Baijia Akun Food Industrial Co., Ltd., following the moldy product revelations. Shortly after, on July 28th, Maliuji itself issued a public apology, confirming that the affected batches were produced on June 16, 2025, and June 18, 2025. The company announced a recall process initiated at the products' manufacturing origin and measures to actively engage with affected consumers for returns and compensation.
However, the brand's handling of the crisis has come under intense scrutiny. Reports emerged that Maliuji, through its associated company, Beijing Shishitongda Technology Development Co., Ltd., offered compensation to consumers on the condition that they delete negative social media posts about the incident. This approach, coupled with allegations of deleting comments and blocking users on Weibo, has fueled a broader discussion on the brand's integrity and crisis management strategy.
The controversy has also reignited debates about the oversight of Original Equipment Manufacturers (OEMs) in China's food industry. A previous statement by Zhang Lan, mother of Maliuji's founder Wang Xiaofei, claiming proprietary control over ingredients, recipes, and workforce despite using contract manufacturers, has been called into question. This has led to a re-evaluation of the responsibilities of brands versus their OEM partners in ensuring product quality and safety.
Moreover, the high-profile status of Wang Xiaofei and Zhang Lan has invariably amplified the issue. Their celebrity influence has previously benefitted Maliuji's sales and visibility, but now it has drawn even more attention to the brand's mishandling of the situation.
The incident also highlights the growing awareness of consumer rights in China. Lawyers have pointed out that affected customers could potentially claim significant compensation, further empowering the public to hold corporations accountable for food safety breaches.
This event, therefore, is more than a mere product recall; it symbolizes the intricate balance between maintaining brand reputation, ensuring consumer safety, and navigating the nuances of public opinion in China's ever-evolving consumer landscape. Maliuji's apology and subsequent actions will undoubtedly serve as a critical case study on crisis management and corporate responsibility in the digital age.
