Keith Lee, a prominent figure in the food content creation world, is set to host his first food festival, Keith Lee’s Familee Day, in New Orleans on May 16. The event marks a significant milestone in Lee’s journey, as he transitions from being an MMA fighter to a beloved influencer with a strong online following.
:max_bytes(150000):strip_icc():format(jpeg)/Kieth-Lee-Family-7-032726-112179fcb7324dfe83dd4ab6871595c9.jpg)
With a staggering 20 million followers across various social media platforms, Lee has cultivated a dedicated community that eagerly anticipates his food reviews, many of which showcase local and small businesses. In an exclusive conversation with *PEOPLE*, Lee reflected on his unlikely path to fame, revealing how social media served as both a creative outlet and a means to combat his interview anxiety during his fighting career.
Before embarking on his social media journey, Lee was an MMA fighter who often struggled with nerves during post-match interviews. To overcome this challenge, he began filming himself with the intention of getting comfortable in front of the camera, even when he had as few as 40 followers. “I decided to set the camera up and record and pretend like it was 10,000 people watching me,” he shared. This initiative took root in March 2020 and blossomed unexpectedly, with his following swelling to 80,000 by the end of that year.
Today, Lee commands an impressive 17.4 million followers on TikTok and 2.7 million on Instagram. His rise to fame, although swift, involved significant changes in his life. After winning his final MMA fight in September 2022, he began exploring food content more vigorously and realised he could monetise his passion. “It wasn’t really the money, it was more or less the opportunities,” he explained, highlighting how the newfound fame gradually overwhelmed his schedule.
Lee’s transition from full-time fighter to content creator happened rapidly. He clinched a lucrative deal with Chipotle just a few months after he began focusing on his social media presence. Yet, it wasn’t until he purchased his first house—and a few more for his family—that he truly grasped the long-term potential of his new career. This shift not only provided him with financial security but also spurred him to think beyond social media’s fleeting nature.
The forthcoming food festival is seen as a natural evolution following Lee’s successful FamiLee Food Tour, during which he travelled across the United States and internationally, engaging with diverse culinary cultures. Lee vividly recalled his previous experience, mentioning moments from last year’s Brooklyn festival, which exceeded expected attendance by a significant margin. “I was standing on top of the fire escape and I was watching the line move,” he said, recalling the excitement of seeing so many turn up for the event.
Giving back to the community is central to Lee’s ethos. The Familee Day will embrace this philosophy by waiving vendor fees for local New Orleans establishments, allowing small businesses to thrive in an environment designed to celebrate their offerings. Lee believes that every element of his brand is tied to his identity and values, a notion strongly resonant with his family ties.
The concept of family holds a special significance for Lee. During a recent trip to Japan, he and his circle got matching tattoos of the word “family” in Japanese, symbolising the values he holds dear. Despite his significant success, Lee is modest about his role in the spotlight, emphasising the collective efforts of his team, particularly his wife, Ronni. “She is the backbone of everything that it is that I do,” he stated, acknowledging her pivotal role in both his personal and professional life.
Lee’s influence on small businesses has become known as the “Keith Lee effect,” attributing the resurgence of struggling restaurants to his viral reviews. He expressed gratitude for the support of his followers, many of whom travel great distances to advocate for the local businesses he promotes. “The real superheroes behind it are the people who are willing to go stand in line and support these small businesses,” he reflected.
While he openly admits to still grappling with anxiety when in front of the camera, Lee sees a stark contrast between his past self and the person he is today. “I’m two completely different people,” he remarked, highlighting his journey. As he prepares for his inaugural food festival, the excitement in his voice is palpable, underscoring a narrative of resilience, community, and self-discovery.