Micro-influencer TikTok clash triggers a chef’s downfall, a wine bar’s closure, and a family in therapy

15 August 2025

A celebrated San Francisco chef claims a viral TikTok scandal with an influencer who visited his restaurant looking for free food has shattered his career and left his family needing to “heal.” San Francisco Chronicle via Getty Images

A routine promotional meal at a new San Francisco wine bar turned into a viral catastrophe for acclaimed chef Luke Sung whose sharp words toward a micro-influencer ignited a scandal that cost him his restaurant, career, and peace at home. Last month TikTok creator Karla Marcotte visited Kis Cafe in Hayes Valley for a planned collaboration, but the encounter turned tense swiftly.

Sung, taken by surprise and feeling underprepared, reportedly questioned Marcotte’s follower count and implied her audience couldn’t afford his cuisine, a remark which ignited her public lamentation and a digital firestorm. The emotional video, which accumulated over 20 million views, made her a rallying figure for micro-influencers everywhere.

Within days the backlash escalated. Kis Cafe was inundated with one-star reviews, and Sung stepped down from all roles. The restaurant closed permanently just two months after opening, while former employees and even his children came under attack ranging from hateful comments across the world to the emotional torment that forced his family into therapy. Sung admitted his words were "condescending, hurtful, and intimidating" and apologized publicly to Marcotte, staff, and family.

For a chef with a storied background, including James Beard recognition and leadership at establishments like Isa, this episode served as a harsh lesson in the volatile collision of hospitality and social media power. Sung expressed regret, saying his high expectations had failed him, and warned that the speed at which a moment could destroy even a veteran’s career had grown terrifying.

Meanwhile, the influencer’s profile soared. Marcotte amassed hundreds of thousands of new followers and began speaking about the importance of respectful treatment for micro-influencers, reiterating that visibility and value aren’t determined solely by numbers.

At its core, this story underscores how fragile reputation has become in the digital age. A brief lapse in judgment can cascade into life-altering consequences. For Sung it wasn’t just a business loss it was a fracture of personal identity and family stability. For audiences and restaurateurs alike, this chapter serves as a flashpoint in conversations around etiquette, influence, and the stakes of public perception in today’s connected world.