Topic

Food For The Masses: 
Closing The Gap & Building Communities

Rachel Gouk 
Founder, Content Creator & Marketing
Nomfluence | Shanghai Burger Month

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, 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, 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 1,200 people participated in the event with over 4,000 burgers sold and more than 250 passports completed. 

www.rachelgouk.com 
@Nomfluence on WeChat | Channels | Instagram | Red Book

Cover: Our events are free however there is a50+ rmbcover for the Breakfast Set to support the venue!

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