As family businesses now find that they need to quickly pivot their marketing strategies to reach customers online if they want to survive, they’re relying on the social media experts they know best: their kids.
. Kito has transitioned to working at the shop full time, rising at six in the morning, six days a week, to work alongside his dad making batches of mochi. When Kito's not working, he takes online classes at a community college via Zoom calls. Trinh is also a part-time community college student, consistently working double shifts at the restaurant since the pandemic forced her family to lay off all their workers, except for family members.
The son of Chinese immigrants who don't speak English, Chen grew up having to translate for his parents. Whether helping them pick out a new refrigerator at the appliance store or greeting and communicating with customers, he’s played a major role in his family’s restaurant, a Chinese takeout place called Great Wall Kitchen, located smack-dab in the middle of a strip mall.
“My parents understand that when I’m gone at school, they’re not going to expect me to translate everything or call me all the time to do things, and I leaned into that a little,” he says. “There’s that guilt, like, ‘Why am I advancing my own self, rather than my family?'"
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