If there is one voice that can make or break a restaurant in today’s digital age, it is Keith Lee’s. Known for his “Keith Lee Effect,” where his honest, no-nonsense food reviews on TikTok can bring massive lines to struggling mom-and-pop shops overnight, the former MMA fighter has built an empire on trust.
Now, the 20-million-follower powerhouse is making a monumental pivot from influential food critic to official culinary backer.
Lee has officially joined the rapidly expanding Asian-inspired fast-casual chain, Brooklyn Dumpling Shop, as an investor. This multi-year strategic partnership marks a major milestone in his career, as it is his first investment in a restaurant brand.
Lee built his platform by championing brands he genuinely believes in and refusing to accept special treatment. His decision to invest his own capital in Brooklyn Dumpling Shop stems from a deep alignment of values, flavor, and community accessibility.
“I’ve always believed that food brings people together, and that’s what stood out to me about Brooklyn Dumpling Shop. It’s creative, it’s accessible, and it doesn’t cut corners on flavor,” Lee shared in a statement regarding the announcement. “Partnering with Brooklyn Dumpling Shop is about more than just great food, it’s about community, culture, and creating experiences people can enjoy and trust. I’m excited to be part of what they’re building and to help introduce even more people to something special.”
Brooklyn Dumpling Shop isn’t just a standard fast-casual joint; it is a tech-forward, digital-first operation known for its innovative automat-style ordering system and bold fusion flavors. The brand currently has 22 operating locations across the United States and Canada, with a growing consumer packaged goods footprint, selling frozen dumplings in massive retail spaces like Walmart and Costco.
With this new venture, Lee joins an impressive roster of heavy-hitting celebrity and institutional investors already backing the chain, including Shark Tank‘s Kevin O’Leary, Stephen Ross, Matt Higgins, The New York Yankees, and the legendary Patti LaBelle.
Jeff Galletly, Chairman and CEO of Brooklyn Dumpling Shop, noted that bringing Lee on board was an absolute no-brainer for the brand’s long-term vision.
“As our team thought about who else would be a dream addition to our broader team, every one of us said ‘Keith Lee’. Keith has built his reputation on great food, authenticity, and trust—which is what we’re all about,” Galletly said. “When we connected with Keith’s team, it was then a dream come true to learn he loved our food and wanted to make us his first investment. It validated the strength of our brand, products, and long-term vision.”
To celebrate the massive partnership, Lee has already begun hitting the ground to engage directly with consumers. Earlier this month, on March 6, he hosted a massive pop-up event at the Brooklyn Dumpling Shop location in Deep Ellum, Dallas, serving up dumplings, taking photos, and handing out custom merchandise to the first 100 fans in line.
But the collaboration doesn’t stop there. Brooklyn Dumpling Shop is gearing up to be a premier featured vendor at Lee’s highly anticipated inaugural food and music festival, FamiLee Day.
Taking place on May 16, 2026, at the UNO Lakefront Arena in New Orleans, FamiLee Day will be a massive celebration of culture and connection. The one-day event, hosted by comedian KevOnStage, will feature a curated food village hand-selected by Lee, carnival rides, a family obstacle course, and live musical performances from heavyweights like Kirk Franklin, Mannie Fresh, and Andra Day.
