In an era where influencers can go viral and then disappear from the FYP within days, creator Keith Lee has emerged as a cultural catalyst on social media, using his platform to uplift small businesses and inspire over 17 million followers on TikTok. 

With his signature soft-spoken delivery and unwavering commitment to honest reviews, Keith Lee has changed the online food review landscape and demonstrated the power of community-driven content.

From MMA fighter to viral sensation 

Before becoming a household name on TikTok, Keith Lee was a professional MMA fighter. However, it was his heartfelt food reviews on TikTok that catalyzed his fame. Having experienced social anxiety, Keith found comfort in recording his experiences with different restaurants and sharing candid reviews that inspired his audiences. 

His honesty and transparency set him apart in a social media space often dominated by exaggerated reactions. What started as simple food tastings soon evolved into a movement, as viewers saw his impact on struggling restaurants by encouraging new visitors based on his reviews.

Supporting small businesses

What makes Keith Lee’s influence so impactful is his ability to change lives with a single review. Again and again, his videos have pushed small, family-owned, often overlooked restaurants into the limelight, leading to overnight success stories. 

As of September 2024, Keith had reviewed 224 restaurants. Many business owners have credited Keith’s reviews with saving their restaurants, drawing in new customers from around the country who trust his word more than traditional advertising.

These are just a few of the eateries that Keith has transformed… 

• Frankensons Pizzeria, Los Angeles: After Keith’s review, overnight, everything changed. There were lines down the street, and the owner Frank Steele reported selling more lemon pepper wings in 2 days than he had in the 4 months prior. 
• Tacos y Mariscos Ofelia, Georgia: The small, family-owned restaurant was forced to close for 2 weeks due to sparse customer turnout. After Keith visited, he paid the rent for three months and donated an additional $900, allowing new customers to eat for free.
• Southern Taste Seafood, Los Angeles: In just 4 hours of posting his video, Keith’s review of the Black-owned food truck hit 17 million views and drove $30,000 in cash app donations – and that was before the increased food sales!

Many influencers are accused of promoting products they don’t genuinely align with, but Keith Lee remains refreshingly real. He is known for paying for his meals out of his own pocket to maintain objectivity. He doesn’t just highlight the food – if a dish isn’t up to par, he provides constructive feedback without unnecessary negativity. His transparency has led to a loyal following that appreciates his integrity, proving that being real is the key to longevity in internet culture.

Inspiring a new generation of creators

Beyond food reviews, Keith inspires others to use their platforms for good. He has encouraged countless creators to approach content without putting on a character, emphasizing the importance of honesty and community support. His journey has also resonated deeply with those struggling with social anxiety, proving that anyone’s voice can make a powerful impact. 

As his influence continues to grow, Keith remains committed to his mission: uplifting small businesses, staying true to himself, and using his platform to spread positivity. Whether he’s reviewing a hidden gem in a small town or encouraging others to share their own experiences, he has cemented himself as more than just a food critic – he’s a cultural catalyst, proving that kindness and a love for community can redefine digital content creation.

Creator of the Year

Keith Lee joined Founder and CEO of Digital Voices’, Jennifer Quigley-Jones on stage at SXSW just a few days ago where they spoke candidly about Mastering the Art of Creator Entrepreneurship. 

For the first time, on stage, we launched a brand new annual award where we celebrate a creator who has not only entertained their audiences but made a real difference in the world. 


This year, the choice was clear – we are honored to present the Creator of the Year award to Keith Lee! 
Keith isn’t just a reviewer - he’s a movement. He has turned small businesses into local hotspots overnight, using his platform for good, and changing business owners’ lives. 

Follow us on LinkedIn and Instagram to check out more highlights from the session!