Rachel Gouk

Nomfluence Founder

Rachel Gouk is the founder of Nomfluence, a Shanghai-based food and drink guide, and Shanghai Burger Month, an annual month-long event dedicated to burger worship. Originally from Kuala Lumpur, Malaysia, Rachel has been working in the media industry across Chinese, English, and cross-cultural platforms in Shanghai since 2011. She is a writer, photographer, food & beverage marketing and branding consultant, and campaign marketing enthusiast. 

Over the years, she has spoken on F&B topics for CGTN TV, AccorHotels Greater China, To The Table KL, Feastcon, and ABC Australia, among others. In 2018, she founded Nomfluence, a leading platform dedicated to Shanghai’s dynamic dining and drinking scene. Through in-depth reviews, industry insights, curated city guides, coverage on new restaurant and bar openings, and hotels, Nomfluence has become a trusted resource for consumers and professionals alike. More than a city guide for China residents and travelers, Nomfluence also provides an online booking service for restaurants, a hassle-free feature for non-Chinese speakers looking to reserve restaurants, often coupled with exclusive deals. Nomfluence operates on a website, WeChat official account, and videos on WeChat Channels, Instagram, and Red Book. 

In 2021, she launched Shanghai Burger Month, an annual month-long event dedicated to burgers. 12 Burgers, 12 Restaurants, 1 Burger Passport! The idea is simple: participants collect a Burger Passport at any participating restaurant, they eat a burger and collect a stamp, and enter a lucky draw to win prizes. 

Over the years, it’s developed into a fun loving community of burger lovers! In 2025, it is estimated that more than 1,500 people participated in the event with over 4,000 burgers sold!