Rongchang braised goose has been popular in a rural corner of south-west China since the Qing dynasty,
but a year ago a Westerner turned it into a national sensation.
In clips shared widely on both Chinese and foreign social media,
a visiting American influencer is seen taking a large bite of the crispy, caramel-coloured dish.
Suddenly Rongchang's goose restaurants were overwhelmed by local tourists.
Economists in the region were shocked by the power of a foreign endorsement.
Western social media's fascination with all things Chinese has since been tagged "Chinamaxxing".
Among American Gen-Zers the tongue-in-cheek internet meme often simply means taking up common Chinese habits,
such as drinking hot water or wearing house slippers.
Some influencers have gone a step further and are seen online using Chinese herbal medicine,
drinking Chinese beer or even puffing Zhongnanhai, a popular brand of cigarettes.
Others have toured the country posting videos of its futuristic skylines.
What Chinamaxxing means for China is harder to say.
On Chinese social media it is often translated as "Sinicisation", or becoming Chinese.
The People's Daily, a Communist Party mouthpiece, has embraced the idea as the foreign adoption of Chinese lifestyles,
dubbing it "a new wave of global cultural engagement".
As some goose farmers discovered last year, it may also bring tangible economic benefits.
One could be through tourism.
Local travellers may be heading for some places featured in foreign social media, but foreign tourism is booming.
Inward travel collapsed during the global pandemic, but is recovering fast.