Marketing

Brooklyn Dumpling partners with social media influencer

Photo: Brooklyn

March 10, 2026

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Brooklyn Dumpling Shop has signed a multi-year partnership and investment deal with viral food critic Keith Lee, marking the first time the food creator has backed a restaurant brand.

The Asian-inspired fusion chain, which operates 22 locations across the U.S. and Canada, said the deal underscores its strategy to expand its footprint in the competitive fast-casual market.

Lee, who has more than 20 million social media followers, built his career on transparent, community-focused restaurant reviews. He said the partnership with the dumpling chain is rooted in a shared commitment to flavor and accessibility.

"Partnering with Brooklyn Dumpling Shop is about more than just great food; it's about community, culture, and creating experiences people can enjoy and trust," Lee said in a company press release.

The partnership kicks off with a pop-up event at the Brooklyn Dumpling Shop location in Dallas on Friday, March 6. Lee is scheduled to serve guests and meet with the community, with the first 100 people in line receiving branded merchandise. Further details regarding the appearance will be shared on Lee's TikTok account.

The brand will also be a featured vendor at Lee's inaugural "FamiLee Day" festival, scheduled for May 16 at UNO Lakefront in New Orleans. The event is slated to include live music, food experiences, and carnival attractions.

For Brooklyn Dumpling Shop, the investment represents a significant win in the creator economy. Jeff Galletly, the company's chairman and CEO, said the brand sought a partner who could provide both cultural relevance and business expertise.

"Keith has built his reputation on great food, authenticity, and trust—which is what we're all about," Galletly said in the release. "Having a globally recognized partner who not only drives organic demand but also understands taste, quality, and what consumers want strengthens our value proposition."

The partnership arrives as Brooklyn Dumpling Shop continues to scale its operations, with plans for new development in both the U.S. and Canada. The company, which is also backed by investors including Kevin O'Leary, Stephen Ross, Matt Higgins, the New York Yankees and Patti LaBelle, produces a line of frozen retail dumplings in addition to its restaurant menu.