Brand Crisis and Reconstruction of Xinhui Dried Tangerine Peel from the Perspective of Public Relations —— A Case Study of the "Rapid-Processed Dried Tangerine Peel" Incident Exposed by China Central Television

Abstract

In December 2025, China Central Television's Financial Investigation program exposed the "Rapid-Processed Dried Tangerine Peel" incident in Pubei County, Guangxi, revealing multiple irregularities in the Xinhui Dried Tangerine Peel industry, such as origin fraud, false year labeling, and abuse of geographical indications. This incident triggered a cross-border industry brand trust crisis between Guangxi and Guangdong. From the perspective of public relations, this paper sorts out the development context and disposal process of the incident, analyzes the main causes of the irregularities, compares the differences in response strategies among various stakeholders, and explores the impact of this crisis on the brand credibility, consumer trust, and market competition order of Xinhui Dried Tangerine Peel. The research shows that the occurrence of the incident is attributed to multiple factors, including interest-driven motives, insufficient awareness of public brand protection, and asymmetric market information. Effectively addressing the crisis requires collaboration among multiple stakeholders, who should establish a trust system through comprehensive measures such as technological innovation, institutional restructuring, and educational guidance to safeguard the brand value and market order of Xinhui Dried Tangerine Peel. On this basis, the paper puts forward suggestions for market regulation and industry brand reconstruction from four dimensions: technological traceability, geographical indication protection, cross-regional governance, and consumer education. This study provides theoretical support and practical reference for the brand protection, crisis disposal, and high-quality development of agricultural products with geographical indications.