Core Viewpoint - The news highlights the controversy surrounding the "Hong Kong Meicheng Mooncake" brand, particularly its misleading marketing claims and the subsequent regulatory actions taken against the involved parties [1][3]. Company Status - Foshan Meicheng Food Co., Ltd. was established in 2023 and has been deregistered as of May 15, 2023, with a registered capital of 1 million yuan [1]. - Guangzhou Meicheng Food Co., Ltd., the brand operator, remains active and was founded in 2019, with a major shareholder holding 85% [1]. Marketing Controversy - The mooncake was promoted as a high-end product from Hong Kong, leading to accusations of false advertising, as the product was actually produced in mainland China [3]. - Legal experts indicated that the promotional claims made by the livestream host could constitute false advertising under Chinese law, as they misrepresented the product's origin [3]. Regulatory Actions - The Hefei Market Supervision Bureau issued a notice stating that the promotion of the mooncake constituted false advertising, leading to a suspension of operations for the involved company [3]. - In March of the following year, the company paid a fine of approximately 68.95 million yuan and was allowed to resume operations after meeting regulatory requirements [4]. Business Developments - Despite the controversies, the company launched a self-operated shopping app called "Xiaoyang Zhenxuan" in April, which requires an annual membership fee of 99 yuan [4]. - The app has struggled to attract viewers, with reports indicating a significant drop in the host's follower count and low engagement levels [4]. Product Offerings - Following the scandal, the "high-end Hong Kong mooncake" was removed from sale, but the brand has introduced a new product line featuring rice dumpling gift boxes, which have seen poor sales [4].