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idols’ birthday celebration. “Actually

When they bad- we just provide a place for the fans to
take a check-in photo with the deco-
mouth you, it will ration and distribute some small gifts
and cup sleeves. But it influences our
be an extra 80% of sales a lot,” says Chi-
ang. He reveals
the negative effect the profit has a

significant in-
crease of 30 per
cent to 40 per
cent within a
strategy to survive in this nearly satu- few days after an
rated market. Chiang says: “We em- event is dedicated Matthew Chiang
ploy a master to knead tapioca flour to some popular
behind the show window. Because we idols.
want to prove our products are freshly In fact, some foodies also reflect
made without preservative. We have on their role in influencing the indus-
no intention to make it as an attrac- try, instead of just focusing on busi-
tion for Facebook postings.” ness opportunities. Luncinda Leung,
Chiang says he seldom relies on a social worker, started her Foodsta-
promotion posts by foodies. He has gram – “foodictionaryhk”, four years
doubts over the credibility and sub- ago with her sister. It currently has
jective judgement of taste. Still, he 255,000 followers. Recalling the ear-
has a team to collect online posts data ly stage of getting followers, Leung
for internal reference. Instead of de- thinks the rule of thumb is to un-
pending on Foodstagram promotion, derstand who your followers are and
Chiang values the cooperation with match the suitable price range of food.
student fans who distribute fan-made She shows a photo of rice with curry
goods for their idols, mostly K-Pop fish balls, which is sold at HK$13, but

placed for customers to take some
artsy photos.
Although Wong acknowledges
the promotional effect of foodies,
she thinks the opposite effect is more
detrimental. “If they appreciate your
drink, there is an extra 20 per cent of
the positive effect. But when they bad-
mouth you, it will be an extra 80 per
cent of the negative effect.” Wong once
faced criticism online just because she
refused an invitation to a foodies net-
working event from a marketing firm.
Matthew Chiang, co-owner of
Bubble Tea Work, shares a similar
feeling towards the foodies. As a Hong
Kong originated brand, Chiang and
his partner strike to keep the qual-
ity of handmade tapioca balls as their The pink decoration style is prepared for female customers