“I tried it at the airport. The famous Mr. Savage is very average. Considering the price, it can even be said to be unpalatable.”
On the afternoon of September 12, Luo Yonghao posted another Weibo post criticizing a catering brand, which attracted the attention of the entire Internet. This scene seemed familiar. After all, just a year ago, Xibei had to pay a high tuition fee in order to overcome his negative review, and his vitality has been severely damaged since then.
While everyone was waiting to watch the show, they were sweating for Mr. Savage. Some people even went to the comment section of Mr. Savage’s official Weibo and kindly reminded him: “Don’t answer, don’t answer, don’t answer.”
During the day today, “Mr. Savage Cold Treatment” topped the list of hot searches on Weibo. Others discovered that his short video account has recently gained tens of thousands of fans. Mr. Savage used silence to cleverly resolve the unprovoked verbal spat.
After all, what Lao Luo hit this time was not a new hammer. Mr. Savage sells gelato, priced at 28 yuan to 38 yuan. It has been criticized for a long time as “expensive but not amazing”. The core of his attack is the cost-effectiveness that consumers care about most – first they feel “average”, and then after considering the price, they evaluate it as “unpalatable”.
Usually pointing out to consumers that “it’s not worth the price” should get a lot of resonance, but this time surprisingly few people stood by him.
First, Lao Luo stacked up the armor first, saying, “This is a normal comment and question from a consumer, please don’t mess with me, and then accuse me of being a culprit,” which left his opponents with no way out; second, after he complained about Mr. Savage, he then added that “it’s much more unpalatable than Zhong Xuegao, I miss Zhong Xuegao.” Many netizens who were tricked by the Ice Cream Assassin did not agree that Mr. Savage was unpalatable.
Mr. Savage provides a taste test. You don’t have to wait until you pay to know whether it tastes good or not. After 9pm, queuing up for the buy one get one free offer became a marketing scene unique to Mr. Savage.
Everyone finally got tired of the war of words between big Vs and brands, and this time they collectively voted for “cold treatment.” Mr. Savage may have also learned a lot of lessons from previous brands. He didn’t use words and just let his punch hit the cotton.
You must know that the biggest risk of overturning in Internet celebrity catering nowadays is no longer being scolded by someone for being unpalatable, but being too eager to prove that it is not unpalatable, and falling into the self-proven trap of repeated cycles.
Interestingly, behind the popularity of Mr. Savage is the fact that the ice cream market as a whole has been cold this year: the legend of the ice cream assassin is a thing of the past, and the mainstream price range of 3 to 6 yuan accounts for more than 50% of the market share. In the second quarter of 2026, the sales of ice cream and prepackaged ice cream categories fell by more than 10% year-on-year, and both volume and price fell during the peak season of the industry.
Summer has passed, Mr. Savage is very popular, but the ice cream market seems to be a bit cold.
