Social Insights & Engagement — Real-time Response · Shortlisted Spikes Asia · 2026
In February 2025, the Michelin Guide announced it would finally come to the Philippines, reviewing Filipino restaurants for its 2026 edition. Jiang Nan, a hotpot and grill restaurant chain in the Philippines, wanted to capitalize on—and ambush— the excitement, responding to the development right away.
With an official Michelin Star seemingly impossible to get, Jiang Nan quickly seized the occasion for itself.
The brand looked for someone whose name phonetically sounded like "Michelin" and invited her to dine in the restaurant. She gave the restaurant a star.
