# Yuan Ji Yun Jiao

PR Retreats, Spring-Gala Scramble and Dumplings Going Global: Three Moves Reshaping China’s Consumer Scene

Jia Guolong has stepped down as legal representative from an affiliate of Xibei as the brand recovers from a high‑profile PR dispute, Kuaishou secured a multi‑format role in streaming the 2026 CCTV Spring Festival Gala, and Yuan Ji Yun Jiao expanded its overseas footprint to 15 stores after opening a second Thai outlet. Together these moves highlight shifts in reputation management, platform competition for cultural moments, and the operational challenges of Chinese food brands going global.