# Consumer Trends

Back to the Pot: Why China’s Xibei is Betting on Humble Noodles to Survive the Pre-made Food Backlash

Xibei founder Jia Guolong has launched a budget-friendly braised noodle brand to counter a massive PR crisis over high prices and pre-made food. The move signals a strategic shift toward 'value-for-money' and smaller, more efficient store models in China’s cooling dining sector.