By: Michael Lau The quickly changing and ever-advancing landscape of social media comes with an ease of accessibility for those looking to share their identities, interests, and philanthropy with the world. It’s worked for online entertainers like Mr. Beast, Mark Cuban, and even proven celebrities like Lebron James and Stephen Curry. And it’s especially worked for Keith Lee. Lee, a former mixed martial artist turned food reviewer, has shown how even in a wave of toxicity, social platforms can still be used to show kindness and uplift others. Lee began creating on TikTok as a means of documenting his daughter’s growth throughout her childhood while also utilizing the platform to overcome his social anxiety and public speaking demons. Lee thoroughly enjoyed posting content on the app, contradicting his past self as he previously swore he would never download the app. Lee became obsessed with the idea of stardom and fame, playing to the algorithm and pushing out content relating to what garnered the most attention. Lee would travel to different restaurants, recording the experience and reviewing the food as a way to “make the meal back.” What started as whatever food his wife preferred, quickly became a support system for small restaurants and businesses scattered throughout the country. Lee believed his platform was given to him as an outlet to bring more business to smaller establishments that lacked the marketing or publicity to become a successful brand. His humble personality and charitable nature also invigorated others to do the same. He refused to take bribes, discounts, or special offers from restaurants he reviewed, pushing to be treated like any other customer would. However, in 2023, Lee began a food tour across America, asking his fans to recommend popular spots for he and family to check out as he would release his rankings at the end of the year. This food tour led Lee to Atlanta in October 2023, an experience that would emphasize to Lee’s fans and critics the true magnitude of the “Keith Lee effect.” The service offered to Lee compared to his family differed greatly; Lee was often offered reserved seating and “fast pass” lines, while his family would be relegated to indifferent treatment if the restaurant was unaware of their relationship with Lee. This unfair treatment, combined with Atlanta’s strange culinary rules and customs, led Lee to rate Atlanta at the bottom of his 2023 food tour rankings. This grade would plummet Atlanta’s restaurant turnout and profits, marginally hurting their customer total and turning away former patrons who had supported those businesses up until that point. Lee’s experience in Atlanta and the ensuing effects were quick to divide the once tight-knit community. Some were adamant in defending Lee, claiming restaurant workers in Atlanta brought their misfortune upon themselves with their low-tier service and rude demeanor. On the other hand, some of Lee’s critics were quick to use this opportunity to drag him down, citing that his influence could be potentially used to tear down businesses and push him to leave social media altogether. Despite these critics, however, Lee still kept the same face and personality that had initially drawn people to him, addressing the situation, but not apologizing for actions he believed were completely just and without misintention. Lee has, on occasion, addressed his celebrity and acknowledged its ability to affect businesses, but, with a dedication to only uplift and help out small organizations, Lee continues doing what he believes he was put on Earth to do. To this day, Lee has kept his promise to not only give his honest opinion of the food he tastes but also to display his genuine self while continuing to change and rediscover how social media can be used, one review at a time. One such story came from an unsuspecting review of Dynamite Korean St. Food and Sushi/Grill in Los Angeles, California. Lee’s review was strongly positive, rating much of the food in the high 8’s or 9’s, which bolstered the restaurant's reputation beyond a small family-owned business that saw only a handful of customers a day. Nearly a year later, and only a couple of days after Christmas, Lee would receive a heartbreaking text from the owner’s son, Steve. The original owner of the restaurant had died. While he fulfilled his lifelong dream of owning a successful Korean restaurant, he was unable to see his dream reach the peak of its potential. Lee was quick to orchestrate a taste test event at Dynamite, promising fans a meet and greet on Dec. 31 in honor of Steve’s father while also promising to pay for the first 300 customers in line. And when Dec. 31 rolled around, the Keith Lee effect would once again show the world the impact a genuine heart, coupled with a social media presence, can have. Gathering masses of people showed their support and care for a family and their business in a time of uncertainty and doubt. “A five-hour wait time. Line around the corner,” Lee said in his video. “So I went, I said hi to everybody. I thanked every single person for being there. We took pictures, we had fun, we smiled, we laughed. Everybody was patient, everybody was understanding. I couldn’t say thank you enough.” The overwhelming positivity and neighborly love Lee embodies has proven effective in bolstering the success of small-owned businesses and informing the general public of the hidden gems that lie within their community. While Lee’s story and ideology have garnered positive and negative online attention over time, the effect he’s left on small businesses around the nation is undeniable and is sure to only increase with each passing moment.
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