Hong Kong food blogger Nicole Rodrigues enjoys the food at Ichu Fiesta Brunch. Photo: HandoutWhen 17-year-old Nicole Rodrigues first began her food blog @eats_with_nic on Instagram in 2021, she thought it would be just a hobby. She loved dining out and trying new food, so she took her sister’s advice and started documenting her adventures.
“It’s always the unexpected things that end up turning into something,” she said.
Now, she has almost 8,000 followers and partners with restaurants and cafes all over Hong Kong. She has posted photos and reviews of dozens of eateries all over the city.
“At the start, I didn’t take things too seriously. But after a viral post, I realised this thing may actually have potential,” Nicole said, referring to a reel she made last summer in which she shared her three must-try dishes in Hong Kong. The video amassed more than 50,000 views.
Nicole has always been passionate about discovering and enjoying food, and her account is a place where she can share her favourites and flourish her fondness for new cuisine.
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Finding the right balance
It’s difficult to balance school and running her Instagram account, especially as IB student Nicole starts Year 13 at Discovery College.
“My academics will always take priority,” she noted, saying she hopes to become a lawyer. “But this account has definitely turned into a passion project.”
The food blogger said she films every time she goes out to eat, so she isn’t stressed about having enough material. She also tries to edit her content as soon as possible so she has time to study and spend with her loved ones.
It all helps her balance school and her social life while running her account, which she updates frequently.
“Consistency is key,” she said. To keep her engagement high, she posts on Instagram almost four or five times a week, usually short reels around 15 to 20 seconds long, often edited as montages.
“I always want it to be as perfect as possible,” she said, joking that her friends get annoyed by the amount of time she spends trying to get the perfect angle while filming. “But I just want my content to reflect my love for the food.”
Authenticity is also an integral aspect of Nicole’s brand.
“While I try to remain as diplomatic as possible since I partner up with a lot of the restaurants I visit, I never lie to my audience,” she said, saying she only raves about places she truly loves.
Nicole explained that setting boundaries between her personal and public life can be tough and overwhelming, especially when she is recognised in public.
“I don’t like being recognised very much. It doesn’t happen often, but I’m a private person and am not fond of it,” she said.
She said people might have incorrect perceptions of her based on what they see on her Instagram account. Still, she tries to ignore others’ opinions: “I only show a small part of my life on social media, and people often assume going out to eat is all I do. But I promise, I do study a lot as well.”
Blogger’s best eats
When it comes to her favourite places to eat, Nicole offered up a few suggestions.
“I have to shout out Uncle Miguel!” she said, adding that she adores the Mexican restaurant in Central. She also recommended Amaltifina, an artisan pizza bar in Central and Repulse Bay offering “a little slice of the Amalfi Coast” in Italy, and Ole, which serves Spanish fare like tapas and paella. The restaurant, also located in Central, also boasts music and other live performances.