Abstract Jefferson Li’s family owns and runs the New York Chinatown butcher shop 47 Division Street Trading Inc. Like many Chinatown businesses, his family business took a huge economic hit due to the pandemic. Li took to the popular social news aggregator website Reddit to try and drum up business by publicizing their low prices to New Yorkers who wouldn’t normally be their primary demographic, becoming a pseudo celebrity in the process. As someone who has been in the Chinatown community prior to...