Jay Chou lookalike 'Zhou Bing Lun' shutters second store amid rent hikes

A Chinese internet celebrity, known online as "Zhou Bing Lun" for his striking resemblance to Mandopop superstar Jay Chou, is facing business challenges. Bai Xianying, the man behind the persona, announced that his second physical store, a "Guan Bing" (egg-filled pancake) shop in Tianjin, will close its doors at the end of the month.

This closure follows the shutdown of his first physical store in Shijiazhuang last July, which operated at a loss for six months. Bai Xianying explained that the Tianjin store's lease is expiring, and the landlord's demand for a substantial rent increase, estimated at an additional NT$220,000 annually, has made continued operation untenable. He expressed his distress, stating, "I have a family to feed and can only reluctantly close the shop."

Bai Xianying first gained viral fame in 2015 for his uncanny resemblance to Jay Chou while selling egg-filled pancakes from a street stall. His popularity surged, attracting millions of fans and even prompting a reaction from Jay Chou himself, who shared Bai's photos online, joking about "multiverse" versions of himself. Despite his online fame, Bai chose to continue his pancake business rather than pursuing online streaming or endorsements, maintaining a reputation for diligence and warmth towards customers.

His decision to close the Tianjin store highlights the difficulties faced by small businesses, even those with celebrity-like recognition, when confronted with rising operational costs. The closure underscores the gap between online fame and sustainable brick-and-mortar business success.

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I have a family to feed and can only reluctantly close the shop.