About Rachel Gouk
Founder, Content Creator, F&B Market Intelligence
Rachel Gouk is a leading voice on Shanghai’s food and beverage industry. Originally from Kuala Lumpur, Malaysia, she has been writing about the city’s dining scene since 2011.
In 2018, she founded Nomfluence, establishing it as one of the few independent English-language blogs dedicated to eating and drinking in Shanghai. Beyond Nomfluence, she also founded Shanghai Burger Month, an annual city-wide event celebrating the city’s burger offerings.
Additionally, she operates as a consultant, providing F&B market intelligence on Shanghai and other Chinese cities. She possesses intimate, on-the-ground knowledge of Shanghai’s dining landscape and the wider media and marketing environment in China. Her expertise is frequently shared in talks on the Shanghai F&B industry’s evolving landscape, where she covers emerging trends, insights, and key findings from the market.
“Nomfluence first started out as a passion project in 2018 with a simple purpose: To share my experiences and information on where to eat and drink in Shanghai.
Shanghai has afforded me with so many amazing opportunities and experiences, especially on the eating and drinking front. It gave me my Shanghai food and beverage family and friends, fueled my passion for the F&B industry, and a livelihood that some would say is a dream job.
Nomfluence is one woman’s guide to Shanghai’s food and drink scene. I hope it serves as an informative platform that takes you to many delicious meals and tasty tipples!” — Rachel Gouk
About Nomfluence, Shanghai Food & Drink Blog
Founded in 2018, Nomfluence is an independent platform for resources and information on where to eat and drink in Shanghai. Features cover news, new restaurant and bar openings, city guides, hotel dining, and industry related columns, as well as personal experiences of eating and drinking in this glorious city.
Food & Drink Guides
Abridged lists on where to eat and drink in Shanghai, featuring brunches to happy hours to the best street food.
- Best Xiaolongbao in Shanghai
- Best Terraces for Brunch in Shanghai
- Best Shanghainese Restaurants in Shanghai
- Best Restaurants For Hairy Crab in Shanghai
- Best Japanese Restaurants for Omakase
- Best Ice Cream & Gelato in Shanghai
- 6 Excellent Ramen Shops in Shanghai
Restaurants in Shanghai
Looking for restaurant recommendations? Click here for the restaurant directory!
Or navigate with the categories below!
Bars in Shanghai
Looking for a cool cocktail bar to wet your beak?
Check out these cocktail bars in Shanghai.
Consulting Services
- Market Research – Not limited to Shanghai
- Branding – In collaboration with Shanghai’s finest design and ideation studios
- Orientation – Overview of Shanghai current market for food and beverage professionals
- Customized Tours & Restaurant Reservations Assistance
- Marketing & Public Relations
- Social Media in China – An overview of Dianping, Xiaohongshu (Red Book), WeChat, Douyin (TikTok), Weibo, etc. for marketers and new entries in China.
- Content Creation
Contact Rachel Gouk
Email: me [at] rachelgouk.com
WeChat: rachelgouk
All photos on Nomfluence are copyright of Rachel Gouk unless otherwise stated. Some photos may be provided by the venues.