Mike Wester launched the first Burger Fest in Beijing 13 years ago as a scrappy response to the collapse of print ad revenue. Today, burger festivals run in third-tier cities across China, subsidized by local governments trying to drive foot traffic into half-empty malls.
Jeremiah talks with Mike Wester, co-founder of True Run Media and publisher of the Beijinger, about how burgers became one of China's fastest-growing new cuisines, what the food festival boom reveals about Chinese commercial real estate, and why a generation raised on McDonald's is now opening artisanal burger shops in cities that didn't even have a Dicos* a decade ago.
They cover the social-media arms race, producing photogenic and often inedible creations, and 13 years of memorable entries, including a Wagyu patty with goose liver, cinnamon, and apple, and a pig-brain burger from a man who built his fortune on, you guessed it, braised brains.
*If you know Dicos, you know Dicos.
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