Celebrity Chef Martin Yan created M.Y. China—a fun and approachable restaurant serving authentic Chinese cuisine at the Westfield San Francisco Centre, a shopping mall in the heart of San Francisco’s downtown commercial district. af&co.’s challenge was to build buzz for the restaurant as a “foodie destination” despite its location in a tourist heavy commercial district. We managed the opening of the restaurant, from the production of opening and preview events to securing local, regional and national media. We also created and managed the social media and e-marketing efforts, growing a significant following across the board. Our approach was broad and aggressive and included street tagging, a social media contest to “Spot Martin,” promotion of Asian New Year festivities, noodle pulling demos all over town, a Lucky Peach cover story and an incredible event with the James Beard Foundation.