Keith Lee’s Sweet Impact: How a Viral TikTok Review Helped a Black-Owned Chocolate Brand Sell Out in Minutes

We can’t get enough of an honest food review — especially when it changes someone’s life.

TikTok sensation Keith Lee, a married father of two from Las Vegas, has become one of the platform’s most trusted and influential reviewers. With over 11.2 million followers and counting, Lee’s down-to-earth style and unfiltered honesty have helped him build a loyal community online (The Washington Post). Beyond his relatable family content and motivational transparency posts, Lee is best known for his viral food reviews — many of which have transformed struggling or small businesses overnight.

Earlier this year, Lee’s spontaneous review of a modest Las Vegas food truck called Southern Taste Seafood helped the owner make $30,000 in just 24 hours (Black Enterprise). Now, the 27-year-old is back at it again, this time helping a Black woman-owned artisanal chocolate brand sell out in record time — just 33 minutes.

From Ghana to the Global Stage

The star of this latest viral moment is Ella Livingston, the founder and CEO of Cocoa Asante, a luxury chocolate company that ethically sources its cocoa beans from Ghana. Livingston, a former educator, launched her brand in 2018 to bring high-quality Ghanaian chocolate to the U.S. market while empowering local farmers through fair-trade partnerships (Essence).

Livingston had long dreamed of getting her chocolates into Keith Lee’s hands for a review — but, as fate would have it, Lee had already ordered her products on his own. Without any sponsorship or prior communication, he recorded a video tasting Cocoa Asante’s treats for his millions of followers.

The Review That Changed Everything

Before diving in, Lee prefaced his review with characteristic humility. “I’m not much of a sweets person,” he admitted, “but I still wanted to give it a try.” He also emphasized an important detail — he never accepts free items or charges businesses for reviews. “I ordered through standard shipping, and it only took three days to get here,” he said.

Right away, Lee was impressed by the packaging, holding up the elegant black-and-gold box to the camera. “This package screams luxury — money,” he exclaimed, smiling.

His first taste was Cocoa Asante’s Milk Chocolate Bon-Bons, which he rated an 8.5 out of 10. Then came the Chai Pecan Caramel Bon-Bons, which instantly won him over. “I’m telling you, I’m about to eat this whole box,” he laughed, giving them a 9.5 out of 10.

“I love when sweets are balanced,” Lee continued. “It’s salty, it’s nutty, that chocolate’s got the perfect snap on it.”

As he moved on to sample the Blood Orange Bon-Bons and signature chocolate bars, orders started flooding in. Within just 33 minutes, Cocoa Asante’s entire inventory was sold out (People Magazine).

A Life-Changing Moment for a Small Business

For Livingston, the viral moment was nothing short of life-changing. “Cocoa Asante is forever changed,” she shared in a tearful follow-up post. “We got so many orders. I can now afford to pay myself something, so I don’t have to work part-time to bring income into my home. Keith, you’ve officially retired me from being a teacher.”

The flood of attention temporarily crashed her website, forcing the company to switch to pre-orders and extend wait times up to six weeks to keep up with demand. Despite the challenges, Livingston says it’s all worth it to see people supporting a brand with purpose and roots.

According to CNN, Cocoa Asante’s success story is emblematic of a broader trend — Lee’s “TikTok effect” is giving small, Black-owned, and family-run businesses a level playing field in an economy where digital exposure can mean survival or closure.

Keith Lee’s Ripple Effect of Kindness

Lee, a former mixed martial arts fighter turned full-time content creator, says the success of others is what drives him most. “At the beginning of last year, I had 1.5 million followers,” he shared in a recent update. “Now it’s over 11 million. It’s still crazy to me. I get imposter syndrome all the time — I don’t think any of this is real. I’m not humble — I’m delusional,” he joked.

His genuine humility and transparency have earned him comparisons to an “Oprah of TikTok” (The Washington Post), with each review capable of catapulting small businesses into national attention overnight. But Lee insists his mission remains simple: to highlight great food made by hardworking people who deserve recognition.

As for Livingston, she’s now focused full-time on growing Cocoa Asante into a globally recognized name in ethical luxury chocolate — while keeping her commitment to Ghanaian farmers and fair trade. “This is just the beginning,” she told Black Enterprise. “We’re building something that celebrates Black excellence, entrepreneurship, and the beauty of cocoa culture.”

Because of Kindness, We Can

From Keith Lee’s kitchen counter to Cocoa Asante’s Ghanaian roots, this story is more than a viral moment — it’s a reminder of how authentic support, shared honestly, can change lives.

So, congratulations to Ella Livingston for living her sweet dream — and to Keith Lee, for continuing to prove that compassion, community, and curiosity make the best recipe for success.

Because of you both, we can.