The sushi burger was a secret menu item designed for exclusivity, generating immense buzz and long lines after a strategic social media campaign. Paul Ryu, who had a challenging start as an immigrant, built a following by consistently posting food content. His early experiences taught him resilience and creativity, which he applied to promote eateries effectively. The sushi burger success demonstrated the power of a viral marketing approach, transforming a single dish into a lucrative business opportunity.
The sushi burger was never on the menu - that was the point. Paul Ryu told the struggling Las Vegas restaurant to keep it off the radar and make it exclusive.
Ryu was 13 when he arrived in the U.S. from Seoul. The trip was a decoy. Behind the scenes, his parents were racing the clock.
That early isolation made him resourceful. It also made him unshakable. By the time Instagram caught on, Ryu already had a system.
Eat, shoot, post, repeat. That consistency turned into an opportunity. The opportunity turned into results. And the results turned into word-of-mouth.
Collection
[
|
...
]