With decades of culinary expertise as a chef specializing in Hangzhou cuisine, 60-year-old Mr. Zheng embarked on a gastronomic adventure. Joined by his daughter, a former architect with experience in social media, they launched a TikTok account, @DadOldZheng, in April last year.
Their mission? To dispel Hangzhou's reputation as a "foodie wasteland" by exploring and showcasing the city's hidden culinary treasures while delving into the cultural stories behind each dish.
Hangzhou cuisine, a major branch of Zhejiang cuisine, is renowned for its light and savory flavors. However, in recent years, it has faced a decline due to the loss of skilled chefs and competition from other cuisines. "Now that I'm retired, I've been using TikTok to promote Hangzhou cuisine," said Old Zheng. "People call it a culinary wasteland, but I want to show them what authentic Hangzhou dishes really taste like and dispel some prejudices."
Since April last year, Old Zheng and his daughter have visited over 100 restaurants, including legendary century-old establishments like Shanwaishan and Louwailou, as well as more popular eateries for out-of-towners. In their TikTok videos, Old Zheng offers professional culinary commentary on their orders, while his daughter provides context and asks questions on behalf of viewers. Their witty and informative approach has garnered them almost 100,000 followers in less than a year.
In July last year, the father-daughter duo's critique of the Hangzhou Cuisine Museum went viral. The museum aims to showcase and promote the city's culinary heritage. Before visiting, Little Zheng was enthusiastic: "We'll finally get to taste the most authentic Hangzhou dishes." However, they were left disappointed, especially by the West Lake water chestnut soup, which they said "tasted like boiled water with leaves" and even had "a tap water aftertaste." In their TikTok video, Old Zheng's sharp criticism received over 20,000 likes and 5,000 comments. One commenter, a former Hangzhou chef who left the profession in 1999, said: "The loss of mid-career Hangzhou chefs has led to the current assimilation by other regional cuisines."
Authentic Food Reviews, Honest Opinions
"Genuine food experiences, honest reviews"—that's the mantra that has earned "My Dad Lao Zheng" a loyal following of food enthusiasts. As the father-daughter duo dine out, they often encounter fans dining nearby. "This dish is amazing! We saw your recommendation and had to try it," many exclaim. Before coming to Hangzhou, many visitors had no idea what to eat. However, by using "My Dad Lao Zheng's" TikTok account as a culinary guide, they discovered the city's hidden gastronomic gems.
Lao Zheng and Xiao Zheng have become a bridge between diners and restaurants. One local breakfast spot, after relocating, saw its business dwindle. However, within an hour of "My Dad Lao Zheng's" review being posted, the owner informed Xiao Zheng that the line was out the door and takeout orders were pouring in. Similar stories abound.
Through the father-daughter duo's reviews, TikTok's virtual traffic has translated into real-world foot traffic for businesses. "Some restaurants have been selling out their entire menu by midday," says Xiao Zheng. "Others have had lines out the door for half a month." According to her, food reviews can have a significant impact, especially for local businesses. "When the food is great, and the restaurant has a loyal customer base, its success is more sustainable."
TikTok features a plethora of food review experts like Lao Zheng and his daughter. As short-form video and livestream shopping become increasingly ingrained in consumers' daily routines, food reviewers from various backgrounds and industries are playing a vital role in fostering the growth of the physical economy. According to data from TikTok Lifestyle Services, the number of food review experts on TikTok surged by 2.89 times in 2023, with over 580,000 individuals earning a steady income through food reviews. These reviews have contributed to a whopping 94.6 billion CNY increase in revenue for physical businesses.
