Xiaomi CEO's Al Fresco Breakfast Tastes Foul on Teenager's Cynical Quip

Lei Jun was enjoying a simple yet hearty breakfast in the open, on a short, round stool, on a street known for food in Wuhan, capital of central China's Hubei Province, on June 15.

This was both expected and unexpected. As a Hubei native and an alumnus of Wuhan University, Lei could not help but have been accustomed to such snacks enjoyed while seated on a stool, squatting, or even walking.

But this incident made news, for Lei is also the founder, chairman, and CEO of Xiaomi Corporation.

So the event drew huge views when Lei shared it online: "Breakfasting in Wuhan this morning, ordering dry noodles, fried dough cakes, and three-delicacy tofu skin, aren't they delicious?"

It was accompanied by a photo showing Lei, seated on a short stool, holding a bowl of hot noodles, beaming at onlookers. It also cleverly resonated with the brand image of his Xiaomi brand as laid back, affordable, and down-to-earth.

But even the best plans often don't work out.

It turned out not to be so casual as it seemed.

Leaked pictures snapped from behind Lei show rows of trigger-happy photographers with their cameras, some very professional, trained on the few eaters.

The irony was not lost on a teenage girl, with a red scarf and a schoolbag, who happened to be passing from behind Lei, apparently on her way to school.

The girl passed the scene with a parting shot: "So many people just taking pictures of someone having breakfast."

Lei was quick to issue an invitation: "You want to join us?" though the girl deigned to cast a second look.

This accidentally recorded repartee went viral, with some commentators proclaiming this as a cyber-era edition of "The Emperor's New Clothes," fueling speculation that the stunt was modeled on Jensen Huang, particularly in terms of casual attire, choice of a much-frequented daily life eaterie, and the sense of serendipity.

There were also those commending Lei for his unadulterated fondness for folksy meals in spite of his immense fortune.

According to Lei, he had simply wanted to introduce his colleagues to Wuhan's rich breakfast culture and share the experience online as a way of promoting his hometown.

Although the teenager's accidentally documented remark seemed to make the whole show less choreographed than it might have been, the denouement seemed to be a win-win situation.

Lei got the publicity he probably craved, while the shop owner, whatever her protestations, is plying a brisk business since Lei's patronage.

There were media reports that people began to line up in front of the shop before 5am on June 16, the day after Lei's breakfast, just to sit at the seat the Xiaomi boss had used, for the newly launched "Lei Jun Combo," complete with hot dry noodles, fried dough cakes, and mung bean soup, priced at the original 11 yuan (US$1.6).

Some have even traveled there all the way from outside town, to the surprise of the owner, who confessed she had never seen such a crowd since the joint opened about 16 years ago.

Moralizing on the unexpected sensation recently, Lei observed that he was surprised that such a trifle should stay hot on search engines for days.

In a traffic-driven era, Lei explained, praise brings online traffic, so does criticism, and mockery even more.

"This is arguably the price everyone has to pay in this day and age. My attackers may stick to a stance just for traffic, with some trolls standing to profit from the hype."

"That's why everyone should simply laugh it off when coming across these reports," Lei said.