Shoppers have been filmed scrambling for discounted rice in chaotic scenes, with some grabbing handfuls with their bare hands and one person appearing to clamber on top of the pile.
Footage shows a large crowd gathered around a counter as shoppers jostle to get their hands on the heavily discounted staple.
Some can be seen scooping rice directly into bags, while others appear to reach across the pile in a frantic bid to grab as much as possible.
READ MORE: Two killed as gyrocopter hits cableway wires and erupts into fireball
One shopper is even seen sprawled across the mound of rice as the scramble unfolds around them, as reported by Need To Know.
The footage was captured on August 26 after shoppers rushed to a supermarket during a discounted rice promotion.
The chaotic scenes took place in Huaibei, in China’s Anhui Province, according to reports accompanying the footage.
A video shared online appears to show the crowd becoming increasingly agitated as people attempt to secure the discounted food.
Several shoppers appear to ignore the usual method of handling the bulk rice, instead plunging their hands directly into the pile before transferring it into bags.
At one point, a shopper appears to climb across the rice itself as others continue grabbing handfuls around them.
The footage has since circulated online, with viewers left stunned by the extraordinary scramble for the bargain food.
The scenes come amid growing interest in discounted and value-for-money shopping in China, with supermarkets increasingly using promotions to attract budget-conscious customers.
The footage was posted online by a social media user and has sparked widespread attention.
One user said: “Don’t blame them; those who have never gone hungry won’t understand. Farmers really have it too tough.”
Another person added: “Just a bag of rice! Is that really necessary?!”
One person said: “Seeing such a scene really does make one feel a bit heartbroken.
“Discounted goods are cheap, and it’s understandable that people want to buy them, but pushing and shoving, scrambling, or even disrupting order just to grab them is really unacceptable.
“No matter the occasion, when shopping, we should always respect each other, follow the rules, and act with a bit more civility.”
READ MORE: Filmmaker 39, dies after being hit by car while trying to save dog from danger
