With a mission to support small businesses that weren’t receiving adequate press coverage or government assistance during the Covid-19 pandemic, Jaeki Cho and Brian Lee created an innovative platform that highlights diversity in food culture. Unveiling an alternative perspective on “food porn,” Righteous Eats is indicative of the duo’s vision to promote the underdogs of the culinary world.
Cho and Lee’s venture, known as Righteous Eats is more than just an online space that shares videos about food; it’s a celebration of local eateries and everyday heroes. Their primary focus isn’t featuring the trendiest dining spots or endorsing the most expensive dishes; instead, they emphasize the ties of food to culture and community, demonstrating unwavering respect for the intricate details and personal stories that make each dish unique.
Righteous Eats is an advocate for small and often overlooked restaurants run by immigrants, minorities, and BIPOC owners. They throw themselves into their authentic food journeys, always paying for meals, and never accepting paid features. They are proud to invest in and uplift these establishments, in contrast to the all-too-familiar narratives of extraction and consumerism. This philosophy roots the brand in a firm stance towards equity and authenticity.
Communication is also key to Righteous Eats’ identity. The brand believes in transparency about their plans, partnerships, events, and even their mistakes. This commitment to openness bridges the gap between them and their audience, building a sustainable relationship.
Simultaneously, Righteous Eats recognises the importance of having an inclusive representation of community cooks and eatery owners. By deliberately featuring people from various backgrounds in their videos, they promote cultural understanding and foster an appreciation for diverse food heritage.
An emphasis on representation is evident in the hip-hop-infused narrative style of Cho, who guides viewers through a myriad of dishes while tracing the trajectory of the food and people who made it. This approach to storytelling further emphasizes the brand’s commitment to removing barriers between the audience and the local food establishment.
Taking this stance as an influencer, Righteous Eats goes beyond the superficial and dives deep into the culture, history, and the human stories behind each culinary creation. Underneath the vibrant food scenes, Cho and Lee’s primary purpose shines through: they are advocates for authentic food culture and championing the unsung heroes of local communities.
These twin pillars of food and community are deeply rooted in the founders’ backgrounds. Lee’s journey in the media industry and Cho’s upbringing in an immigrant family underscore their shared passion for food. Their dedication to this cause led to the creation of Righteous Eats, which went from a personal project on Cho’s TikTok to a thriving brand attracting hundreds of thousands of followers across social media platforms.
The establishment’s initial focus was on the city of New York. They illustrated the reality that independent eateries across the city were not just struggling to survive amidst the pandemic but striving to maintain their cultural identities when the landscape of the food industry was rapidly changing.
What sets Righteous Eats apart is its vision for impacting the broader food landscape. Beyond just shining a spotlight on local culinary talent, Cho and Lee aim to create an incubator for small restaurant owners seeking growth opportunities. Given their deep-rooted commitment to equity, authenticity, and representation, there’s no doubt they’ll continue to contribute positively to the industry.
While Cho and Lee may not have taken the conventional influencer route, their distinct approach to sharing stories from a multicultural culinary lens has done more than just create viral social media posts. Through Righteous Eats, they’ve created a platform that fosters understanding, appreciation, and enthusiasm for the diverse culinary landscape, opening up new pathways of exploration for their followers.
In a nutshell, Righteous Eats is more than an enterprise; it is a platform that elevates marginalised voices, celebrates diversity, and strides towards a more equitable and inclusive food industry. In their own way, through their respect for details and representation, Cho and Lee continue to demonstrate that the bond between food, culture, and community is indeed “righteous.” The brand champions understated local eats and weaves a social tapestry of stories that is as rich and colourful as the dishes they present. Follow their journey on Instagram @righteouseats.
