'The Keith Lee effect is definitely real' | DC & Virginia businesses seeing more customers after TikToker visits

WASHINGTON — As you travel around the area you could see large crowds, long lines, restaurants looking to hire more people, and hear great reviews. All of this is a true testament to community and kindness as well as the impact of social media after TikTok food critic Keith Lee started his food tour in town.

“It’s been busy,” Okonomi Asian Gill owner Alex Kang said.

Kang, who was too busy to even stand still to do an interview with WUSA9, talked us through the past few days of business for his restaurant.

“Yesterday was 400 percent, the day before was 300 percent, right now we’re already 120/130 percent over last week,” Kang said.

That’s the percentage of increases in their sales. This is all thanks to the recent visit of TikTok food critic Keith Lee — who’s making his way around the DMV area.

“'The Keith Lee effect' is just the community showing up and the community showing love to these small businesses,” Keith Lee told WUSA9 during an exclusive interview Thursday night.

“It’s wild, I don’t know what else to say,” Kang said.

It’s special for Kang as he recovers from a recent scam. Thieves were using DoorDash to steal meals from his restaurant. Lee addressed that with a donation.

“He gave $2,000 to feed people that are coming in and I told him ‘Hey I’m going to make that, we’re going to feed schools instead’ and he said I’m all for that,” Kang said. “So, we’re going to feed three elementary schools or the teachers and staff.”

The word is spreading quickly, you could overhear people mentioning that Lee reviewed the spot as people gathered around.

“I heard about Keith Lee and I know he’s a reputable person,” said Chris Palacios while trying Okonomi. “Anything he says I trust.”’

“We heard it on TikTok,” one woman said as she finished her meal at Dukem.

“I’m really happy,’ a woman trying one of the reviewed food sports, Kaily Quintanila said. “It gives a lot of small businesses the opportunity to really share what they have.”

“People are coming,” said the daughter of Dukem owner, Lydia Tefera.

The impact is strong at Dukem on U street in the District where WUSA 9 first spotted Lee, he saw a video where the family opened up about their struggling business but now their future is looking bright.

“It’s been a big, big, blessing. I mean you can never expect for anything like this, but you can hope and pray for it,” Tefera said. “The Keith Lee effect is definitely real.”

WUSA9 also confirmed that Lee took a visit to Hong Kong Chinese carryout in Southeast D.C. and paid for several people's food. The cashier mentioned they've seen more business ever since word spread about him stopping by this week.