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Outdoor
Jiang Nan Hotpot: Michelle Lyn Stars
Just a few weeks prior to this, the famous Michelin reviewing body, known for their elusive stars given to only top restaurants, announced their arrival in the country. This created excitement among Filipinos as they speculated on which establishments would receive the first seal of approval.
Jiang Nan, like any other restaurant, also aspired to achieve the elusive and prestigious Michelin stars, but they won the race through wit and humor. The Chinese hotpot restaurant found Michelle Lyn Espiritu, a Filipina with a name that rings just like that of the expert food critic organization’s. She ate at the restaurant, and gave her judgment on Google reviews: 5 stars. They then announced this on Meta which created buzz online. From avid fans of the restaurant to people scrolling and having a good laugh, and even to heavily followed pages, the stars used as a joke skyrocketed Jiang Nan’s traction. Over the weekend alone when it was posted, the post organically garnered millions of engagement with zero media budget and created a new star in food and pop culture.
Group Account Director: Michael John Balana |
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