On the evening of November 2, a post by JD.com founder and chairman Richard Liu on his personal social media sparked widespread discussion, quickly trending online. Liu humorously addressed a viral photo of him with his wife taken at the APEC summit, quipping, "Whoever took this photo that made me look unconfident in front of my wife must ‘pay the price’ by ordering me the ‘Yellow Dog Pork Head’ dish from 7FRESH Kitchen," along with a delivery address and recipient details. The authenticity of the post was confirmed to be from Liu’s account.

According to insiders, the delivery rider mentioned in Liu’s post, Deng Congchong, is a full-time rider and deputy station manager responsible for deliveries from 7FRESH Kitchen’s flagship store. "Deng’s phone has been flooded with calls, friend requests, and orders from netizens eager to ‘pay the penalty,’" leading to an overwhelming surge in orders at 7FRESH Kitchen on November 2. The hashtag #DengCongchongOverwhelmedWithOrders also trended.

Deng initially dismissed the influx of messages as a prank until he saw screenshots of Liu’s post. By the afternoon of November 2, Deng shared images and videos on his social media showing stacks of delivered meals, which he and fellow JD.com riders enjoyed as free lunches. He expressed gratitude, saying, "Today, our station received countless orders of ‘Yellow Dog Pork Head’ and other dishes from nearby restaurants—thank you, Richard Liu and everyone! But please stop ordering; we’ve mobilized all nearby riders to help eat it all. There’s just too much!" Deng added that JD.com has long provided free lunches for riders—both full-time and part-time—in areas covered by 7FRESH Kitchen.

Deng noted that the signature dish, a local delicacy from Suqian, has been a top seller since its launch at 7FRESH Kitchen, often selling out. During peak hours, the station deploys around 30 full-time riders and flexibly adjusts dozens more to meet delivery demands.