Congee Village
Industry F&B
2025 - 2026
My Role
Creative Direction
Creative Management
Post-Production Design
Social Account Management
Platform
RedNote
Creative Direction
Creative Management
Post-Production Design
Social Account Management
Platform
RedNote
As Creative Manager for Congee Village's RedNote account, I led the platform's creative direction and content strategy: from brand research, scriptwriting, and copywriting tone to post-production quality control. Beyond the creative process, I also handled the marketing strategy and day-to-day account management.
Congee Village has long been a beloved restaurant in New York's dining scene, known for its authentic Cantonese cuisine. Our strategy focused on uncovering and celebrating the brand's vintage character and storytelling potential through well-designed content.
Congee Village has long been a beloved restaurant in New York's dining scene, known for its authentic Cantonese cuisine. Our strategy focused on uncovering and celebrating the brand's vintage character and storytelling potential through well-designed content.
Content Redirection
The redirection aimed to solidify Congee Village's place as a cherished community landmark, while introducing its timeless flavors and distinct charm to the new generation diner, and establishing its presence on Chinese social media.
The redirection aimed to solidify Congee Village's place as a cherished community landmark, while introducing its timeless flavors and distinct charm to the new generation diner, and establishing its presence on Chinese social media.