In a display of the unique consumer power wielded by the Chinese state apparatus, a humble Beijing pastry shop has been transformed into a pilgrimage site overnight following a casual visit by President Xi Jinping.

The Daoxiangcun bakery in the Dongcheng district is currently under siege—not by protesters, but by hordes of shoppers desperate to replicate the "Presidential Combo." After Xi was filmed purchasing a modest bundle of traditional snacks for 45 yuan (£4.79) during a Lunar New Year tour, the shop’s inventory was decimated within hours. It is a striking example of the cult of personality translating directly into retail chaos.

The "Xi Combo" Phenomenon

The President’s selection was specific and humble: honey-glazed dough twists, cream-filled dough twists, and jujube flower pastries. These are not luxury goods; they are the comfort food of the Beijing working class. By choosing them, Xi curated an image of the "man of the people," a narrative that has been enthusiastically consumed along with the calories.

Shoppers like "Zhao," who bought 16 bags to distribute to friends, illustrate the social currency now attached to these snacks. In Beijing, eating what the Chairman eats is not just lunch; it is an act of soft political allegiance and cultural participation.

Anatomy of a Viral Moment

• Calculated Optic: Xi’s visit to the festive market was carefully choreographed to project stability and prosperity ahead of the Year of the Horse celebrations.
• Economic Micro-Boom: The bakery has had to initiate emergency restocking protocols. This "Xi Effect" has happened before with steamed buns, proving that the President is arguably the most influential influencer in the world’s second-largest economy.
• Patriotism on a Plate: The rush to buy these pastries reflects a genuine, if curated, wave of nationalist sentiment where consumption aligns with state loyalty.

The Sweetest Propaganda

While the West focuses on Munich and trade wars, on the streets of Beijing, the mood is festive. The images of ordinary citizens queuing for hours to buy a "jujube flower" because their leader ate one offers a fascinating glimpse into the domestic psychology of China. It is a reminder that in the PRC, even a cookie is never just a cookie; it is a symbol of the harmonious society the party strives to project.