长江商报消息 ●长江商报记者 沈右荣 俞敏洪再度陷入舆论风波。 2025年11月16日，是新东方（09901.HK、EDU.US）成立32周年纪念日，远在南极旅游的创始人、实际控制人俞 敏洪，发了一封感谢信，以此表示纪念。 在信中，俞敏洪提出，新东方要成为"希望的播种者"，东方甄选应成"商家良知的代表"，新东方文旅要"让更多的 人把世界装在心里"。 但内部信发布后并未收获预期效果，反而招来吐槽。通篇内部信中，17次提"我"，5次提"南极" ，鲜少提及当下 员工的工作压力，引发争议。有员工表示无法与正在旅游的老板共情。 11月18日，港股市场上，新东方收跌2.17%，近五个交易日有四天下跌。美股市场上，截至美东时间17 日，新东 方连续四个交易日下跌。 新东方正面临着经营压力。2026财年第一季度（即2025年6月1日至8月31日），新东方增收不增利，净利润同比下 降1.92%。 这封信的主题是"冰雪中的坚守"。在这封信中，俞敏洪简要回顾了新东方32年发展史，并表示，新东方要成为"希 望的播种者"，东方甄选应成"商家良知的代表"，新东方文旅要"让更多的人把世界装在心里"。 这封信，是俞敏洪在南极旅游时发的。在信 ...

Core Insights - New Oriental is diversifying its business model by focusing on the cultural tourism sector, aiming to create a synergistic ecosystem of "education + e-commerce + cultural tourism" [1][2] - The founder, Yu Minhong, is actively promoting the new cultural tourism brand "You Travel with Yu" while traveling extensively, which has sparked discussions about leadership presence and employee engagement [1] - The cultural tourism division, established in July 2023 with a registered capital of 1 billion RMB, is positioned to provide high-quality cultural tourism services and has already launched programs in 55 cities [2] Group 1 - Yu Minhong's travels are not just personal but are aimed at enhancing New Oriental's cultural tourism brand and vision [1] - The cultural tourism segment is seen as a new growth engine for New Oriental, with potential for independent listing [1][2] - New Oriental has invested in various companies to build a comprehensive service system covering educational travel, high-end customization, and cultural experiences [2] Group 2 - New Oriental's stock has faced challenges, with an 18.03% decline in the US market due to slowing overseas study business and profitability pressures [3] - Despite recent leadership changes at Dongfang Zhenxuan, the overall business structure is evolving towards a more resilient model integrating education, cultural tourism, and e-commerce [3]

Core Viewpoint - The recent activities of Yu Minhong, founder of New Oriental, including his trip to Antarctica and the internal letter sent to employees, have sparked discussions and mixed reactions among staff and the public regarding company culture and leadership [2][5][7]. Group 1: Yu Minhong's Activities - On November 18, Yu Minhong shared 10 videos from his trip to Antarctica, emphasizing the importance of natural education for children and announcing the establishment of a youth exploration center by New Oriental [2][5]. - The company plans to launch a specialized Antarctic exploration program for teenagers, expected to commence in the winter of next year [2]. Group 2: Internal Communication and Employee Reactions - On November 16, during his Antarctic expedition, Yu Minhong sent an internal letter to all employees, reflecting on the company's journey and encouraging unity and perseverance in the face of challenges [5]. - The internal letter received mixed feedback, with some employees expressing difficulty in empathizing with their boss while he was on vacation, and others highlighting their workload during the anniversary [7]. Group 3: Travel Details - Yu Minhong traveled to Antarctica aboard the Shagu No. cruise ship, which departs from Paris and offers a 20-day journey costing approximately 300,000 yuan per person [12]. - The cruise ship only visits Antarctica every two years, indicating that the next opportunity to board will not be until 2027 [12].

Core Viewpoint - The internal letter from New Oriental's founder, Yu Minhong, sent from Antarctica, sparked criticism among employees for its perceived disconnect from their struggles and realities, highlighting a growing tension between management and staff [2][4][5]. Group 1: Employee Reactions - Employees expressed dissatisfaction with the letter, feeling it was tone-deaf given their hard work while the founder enjoyed leisure time in Antarctica [4][5]. - The sentiment among employees reflects a broader shift in attitudes, where they seek more tangible recognition and empathy from leadership rather than motivational rhetoric [5][6]. Group 2: Leadership Perspective - Yu Minhong's letter was characterized as a typical motivational message, reflecting his entrepreneurial spirit and vision for the future of New Oriental [2][3]. - The letter's content, while well-intentioned, failed to resonate with employees who are facing significant pressures and challenges in their roles [4][6]. Group 3: Suggestions for Improvement - Recommendations for future communications include offering bonuses or small gifts to employees, or providing time off to acknowledge their contributions, fostering a sense of shared success [6]. - A more grounded and relatable approach in leadership communication is suggested to bridge the gap between management and employees [6][7].

在某种程度上，俞敏洪就成了所有"老板"的替身，成了这个"出气筒"和"替罪羔羊"。 每经评论员 徐肖逍 新东方创始人俞敏洪可能没有想到，他只是写了一封凝聚人心、彰显企业文化的内部信，结果引来一场 沸沸扬扬的舆情风波。 11月16日，新东方迎来成立32周年纪念日，身在南极的俞敏洪给全体员工发了这封主题为"冰雪中的坚 守"的内部信，回顾创业历程，也擘画未来。 在信中，俞敏洪描述南极的极致景观，"浩瀚的洁白""翡翠般的冰山"，还以企鹅"相互扶持越冬"类比团 队精神。然而，这封信发布后，并未收获预期中的共鸣，反而引来一些员工的吐槽，以及广泛的争 议。"老板在南极看企鹅，你在工位改PPT""老板在南极，员工在加班"，这是不少网友看到全员信后的 第一反应。 从企业品牌角度来看，俞敏洪的这封信的确不够完美。具体来看，有三个技术性问题。 一是场景错位，领导在"24小时阳光"下感悟人生，员工在"24小时待机"，对比太过鲜明。二是叙事失 焦，信中提到17次"我"和5次"南极"，将"我们"的故事，写成了"我的南极游记"。三是价值缺位，企业 发展面临挑战，俞敏洪送上一碗冰镇鸡汤，员工很难"共情企鹅"。 但是，一封内部贺信，为什么会在地 ...

专题：俞敏洪南极旅游发周年贺信引争议，员工：只觉得讽刺 "老俞"俞敏洪因为一封全员信，引发了舆论风波。 11月16日，新东方成立32周年纪念日，身处南极的创始人俞敏洪发了一封内部信，向全体员工及支持者 致谢。在信中，"俞老板"以"冰雪中的坚守"为主题回顾创业历程并擘画未来。 员工的意难平甚至愤怒，完全可以理解：大家都是为企业拼命，你在南极游山玩水，我在公司加班到深 夜；你在游艇上享受世界，我回到家冰箱空空如也，这样的不公平感、被剥夺感，实在无法让"打工 人"共情。 只能说，俞敏洪的这封公开信，因为外在环境的变化，让企业老板与"打工人"之间那种天然存在的张 力，一下子变得异常敏感起来。 字里行间，俞敏洪很是感慨，看得出来说的都是心里话。不过，当这封从南极发出的信，抵达新东方办 公的格子间，却意外地引发了员工的无情吐槽。 有新东方员工透露，纪念日当天仍在上完课连夜加班做续费方案，看到信中对南极风光的描述"只觉得 讽刺"，更有员工在社交平台表示"无法共情"。不少网友也直指，这封全员信"鸡汤味儿太浓"，更多是 老板的"自我感动"。 实事求是地说，这是一篇典型的俞敏洪风格的全员信。作为新东方的创始人，俞敏洪始终是以积极 ...

撰稿 / 新京报评论员 王言虎 编辑 / 何睿 校对 / 李立军 "老俞"俞敏洪因为一封全员信，引发了舆论风波。 11月16日，新东方成立32周年纪念日，身处南极的创始人俞敏洪发了一封内部信，向全体员工及支持者 致谢。在信中，"俞老板"以"冰雪中的坚守"为主题回顾创业历程并擘画未来。 字里行间，俞敏洪很是感慨，看得出来说的都是心里话。不过，当这封从南极发出的信，抵达新东方办 公的格子间，却意外地引发了员工的无情吐槽。 有新东方员工透露，纪念日当天仍在上完课连夜加班做续费方案，看到信中对南极风光的描述"只觉得 讽刺"，更有员工在社交平台表示"无法共情"。不少网友也直指，这封全员信"鸡汤味儿太浓"，更多是 老板的"自我感动"。 实事求是地说，这是一篇典型的俞敏洪风格的全员信。作为新东方的创始人，俞敏洪始终是以积极、励 志、充满激情的企业家形象存在于公共舆论场中的。 只能说，俞敏洪的这封公开信，因为外在环境的变化，让企业老板与"打工人"之间那种天然存在的张 力，一下子变得异常敏感起来。 劳资关系最难评说，因为双方立场在很多方面存在根本上的区别。倘若将俞敏洪换成新东方基层员工， 大概，他也不会如此风轻云淡地谈愿景、聊 ...

▲新东方创始人俞敏洪。图/IC photo "老俞"俞敏洪因为一封全员信，引发了舆论风波。 只能说，俞敏洪的这封公开信，因为外在环境的变化，让企业老板与"打工人"之间那种天然存在的张 力，一下子变得异常敏感起来。 11月16日，新东方成立32周年纪念日，身处南极的创始人俞敏洪发了一封内部信，向全体员工及支持者 致谢。在信中，"俞老板"以"冰雪中的坚守"为主题回顾创业历程并擘画未来。 字里行间，俞敏洪很是感慨，看得出来说的都是心里话。不过，当这封从南极发出的信，抵达新东方办 公的格子间，却意外地引发了员工的无情吐槽。 有新东方员工透露，纪念日当天仍在上完课连夜加班做续费方案，看到信中对南极风光的描述"只觉得 讽刺"，更有员工在社交平台表示"无法共情"。不少网友也直指，这封全员信"鸡汤味儿太浓"，更多是 老板的"自我感动"。 实事求是地说，这是一篇典型的俞敏洪风格的全员信。作为新东方的创始人，俞敏洪始终是以积极、励 志、充满激情的企业家形象存在于公共舆论场中的。 从一个简陋的教室起步，俞敏洪一步步将新东方做成一家影响了万千学子的大型教育集团，在新东方遭 遇转型挑战之际，他又带领新东方投身直播电商，虽波折不断，但如 ...

"老俞"俞敏洪因为一封全员信，引发了舆论风波。 11月16日，新东方成立32周年纪念日，身处南极的创始人俞敏洪发了一封内部信，向全体员工及支持者 致谢。在信中，"俞老板"以"冰雪中的坚守"为主题回顾创业历程并擘画未来。 字里行间，俞敏洪很是感慨，看得出来说的都是心里话。不过，当这封从南极发出的信，抵达新东方办 公的格子间，却意外地引发了员工的无情吐槽。 可是，俞敏洪的话没有大毛病，员工的不满就有错吗？当然也不是。 员工的意难平甚至愤怒，完全可以理解：大家都是为企业拼命，你在南极游山玩水，我在公司加班到深 夜；你在游艇上享受世界，我回到家冰箱空空如也，这样的不公平感、被剥夺感，实在无法让"打工 人"共情。 只能说，俞敏洪的这封公开信，因为外在环境的变化，让企业老板与"打工人"之间那种天然存在的张 力，一下子变得异常敏感起来。 劳资关系最难评说，因为双方立场在很多方面存在根本上的区别。倘若将俞敏洪换成新东方基层员工， 大概，他也不会如此风轻云淡地谈愿景、聊"鸡汤"；而如果把那些吐槽的员工换成"俞老板"，他们是不 是又能比他做得更好呢？ 要说这事儿哪里有什么需要改进的地方，那就是俞敏洪的发言完全可以更实在一些、更接 ...

Core Points - The chairman of New Oriental, Yu Minhong, faced criticism from employees after sending an internal letter while on a trip to Antarctica, leading to a series of videos he posted on social media [1][8] - On November 16, New Oriental celebrated its 32nd anniversary, with Yu Minhong reflecting on the company's journey and future aspirations in his internal letter [5][7] - The internal letter did not resonate as expected with employees, with some expressing a lack of empathy towards the chairman's vacation, highlighting a stark contrast between his experience and their reality [8] Summary by Sections Company Overview - New Oriental was founded 32 years ago, starting from a modest classroom and evolving through various challenges and successes [5][7] - The company aims to be a "sower of hope" and represents "the conscience of merchants" through its various initiatives [5] Leadership Communication - Yu Minhong's internal letter was themed "Perseverance in the Ice and Snow," expressing gratitude to employees and supporters [5][7] - The letter was sent from Antarctica, where he emphasized the beauty and tranquility of the environment, contrasting it with the company's journey [7] Employee Reactions - Following the internal letter, there was significant discussion among employees on social media, with some mocking the situation and expressing feelings of disconnect [8] - Comments included references to the disparity between the chairman's vacation and the employees' daily realities, indicating a potential morale issue within the company [8]