Last Tuesday, we gathered for an inspiring breakfast session at Pomodoro featuring Rachel Gouk, founder of Nomfluence and creator of Shanghai Burger Month.

The conversation offered a candid look into Rachel’s remarkable journey through China’s evolving food, media, and digital marketing landscape.

Rachel began by sharing her early years in China, reflecting on how dramatically different the market was when she first arrived in 2011. What is now one of the world’s most sophisticated digital ecosystems was still taking shape, and Rachel found herself navigating an environment that was constantly evolving.

What started as a side project eventually became Nomfluence, Shanghai’s leading food and drink guide and full-time profession. Rachel explained how the platform gradually gained traction through consistent effort, authentic storytelling, and a deep understanding of what diners were looking for. Along the way, she immersed herself in China’s unique digital ecosystem, building expertise across platforms such as WeChat, Xiaohongshu (Red Book), and Douyin, adapting her content strategy as consumer behaviors shifted.

One of the most impressive revelations for attendees was that Rachel continues to run much of Nomfluence independently. From writing articles and creating content to reviewing restaurants and handling customer inquiries, she remains deeply involved in every aspect of the business. Her hands-on approach sparked admiration from the audience and highlighted the dedication behind the brand’s success.

A particularly memorable part of the discussion focused on Shanghai Burger Month. Rachel shared how the initiative was originally launched during the COVID period as a way to help restaurants generate orders during challenging times. What began as a simple campaign has since grown into a beloved annual tradition that brings together families, food lovers, and restaurants across the city. Today, participating restaurants can receive hundreds of orders through the initiative, while thousands of burger enthusiasts take part in the month-long celebration each year.

When asked about her strategy and long-term planning, Rachel offered an answer that resonated with many entrepreneurs in the room. She joked that if someone asked her for a detailed master plan, she probably wouldn’t have one. Instead, her success has come from staying close to the market, observing changes as they happen, and continuously adapting. This mindset of flexibility and responsiveness has been a recurring theme throughout her career and a key factor in her continued growth.

A big thank you to Rachel Gouk for sharing her journey so openly and to everyone who joined us for another engaging morning of learning and connection.