A small roast-meat restaurant in Pok Fu Lam, Hong Kong, experienced a dramatic and sudden reversal of fortunes after a viral social media review, catapulting the struggling business back from the brink of closure and transforming it into a local culinary destination. The turnaround began in early October 2025 when a student from the University of Hong Kong (HKU) published a glowing, unpaid endorsement of the shop’s affordable roast duck on the Chinese social media platform Xiaohongshu.
The unexpected online attention resulted in an immediate surge in “pilgrimage” visits, drawing long lines of new patrons—primarily mainland students and local residents—to the previously struggling establishment. Within weeks, the owner, who operates the shop solo, was forced to adjust operations to meet the overwhelming demand.
Digital Word-of-Mouth Resurrects Local Business
The success story highlights the profound power of authentic digital word-of-mouth marketing, especially within highly localized communities like university campuses. Before the post, the owner admits to nearing insolvency due to fierce competition and deteriorating business. The original review praised the quality and value of the roast meats, noting their importance in high-cost Hong Kong. Subsequent customer reviews lauded the venue’s welcoming atmosphere and the owner’s friendly rapport with students, cementing its status as an unofficial campus canteen.
In a public letter posted on the shop’s newly created Xiaohongshu account, the owner expressed heartfelt gratitude to the HKU community, particularly the mainland students whose initial support provided the lifeline. He credited the persistent business, which now sees “brisk” trade during mealtimes, to these loyal new customers, many of whom have become regulars and friends.
Owner’s Generosity Prompts Community Response
To demonstrate his appreciation, the owner announced modest price reductions across several rice box combinations, decreasing prices by HK$2 to HK$5 depending on the number of selected items. Additionally, the shop began accepting WeChat Pay, catering to its student demographic.
This act of generosity, however, prompted an unusual online reaction: supporters urged the owner not to lower prices further. Well-wishers pleaded for him to protect his profit margins, emphasizing sustainability over continued discounts. This feedback underscores the mutual goodwill fostered between the proprietor and his new customer base, who value the shop’s continued presence as much as its affordability.
The shop’s recovery serves as a powerful case study in the modern food industry, demonstrating that even struggling small businesses can achieve overnight success through genuine customer endorsement amplified by digital platforms. The owner is continuing to engage with his community, actively reading comments, implementing suggestions, and focusing on quality, ensuring the goodwill translates into long-term organizational stability.
Key Takeaways for Small Food Businesses:
- Authenticity Sells: Genuine, unpaid endorsements often outperform traditional advertising.
- Embrace Digital Platforms: Establishing an active presence on targeted social media (like Xiaohongshu or Instagram) facilitates engagement and real-time feedback.
- Community Connection: Building strong relationships with a local demographic (e.g., students, office workers) can create loyal, supportive patronage.
- Adapt Payment Options: Accommodating common payment methods for key customer segments (e.g., mobile payments) improves accessibility.