When TikTok’s favorite food critic reviewed a Seattle sushi restaurant, its co-owner called it “the best thing that’s ever happened” to him — but that all changed when internet sleuths spotted something amiss in the video.
On Nov. 10, Keith Lee posted a glowing review of FOB Sushi Bar, located in Seattle’s Belltown neighborhood. The influencer recently visited the Emerald City to sample its restaurants, and one of FOB’s locations was his very first stop.
Lee, who has more than 16.8 million followers, sampled 10 different types of sushi sold by the pound at FOB, but singled out the salt and pepper hamachi as his favorite, rating it an 8.5 out of 10. This piece of sashimi would soon become the center of controversy.
Lee’s review initially led to a major uptick in business for FOB — a phenomenon fans call the “Keith Lee Effect.” Vincent Chen, the sushi chain’s co-owner, told NBC affiliate KING-TV on Nov. 13 that he’d seen a 50% increase in sales, a need for more inventory and visitors from far and wide.
“It really helps a small business like us,” Chen told KING-TV at the time. “Actually, it’s the best thing that’s ever happened to me.”
Everything changed a few days later. Eagle-eyed viewers noticed movement on that piece of hamachi, and concerned comments about it snowballed.
“nah that fish definitely moved at 1:50,” commented one TikTok user.
“Nooo there was a worm in one of them,” wrote a second, and another added, “I saw it moving.”
“KEITH LEE ARE YOU OKAY??” asked one more.
One TikToker posted a video pinpointing the exact moment of movement, and that was viewed 7.9 million times. “It’ll be interesting to see if he does an updated video after seeing this stuff,” they said.
Neither Keith Lee nor FOB Sushi Bar responded to TODAY.com’s request for comment.
But on Nov. 15, FOB posted a statement o Instagram, thanking Lee for visiting but denying that there was a worm in his sashimi.
“We want to address this claim directly and assure you that it is entirely false,” the statement reads. “At FOB Sushi, we are committed to upholding the highest health and safety standards to provide clean, fresh, and safe food for every customer.”
FOB said its seafood is “sourced from trusted suppliers” who follow the FDA’s Hazard Analysis Critical Control Points regulation, which ensures “compliance with stringent safety standards,” including freezing fish at specific temperatures to eliminate parasites.
“Regarding the video, the movement observed in the fish may result from natural elasticity or the pressure of chopsticks when applied to its structure,” the statement continues. “We want to assure our customers that this is not indicative of worms or any health concerns.”
The Washington State Department of Health inspected FOB in January and discovered no health violations and received a “satisfactory” rating, according to KING-TV.
The chain’s other locations all have “excellent” or “good” health ratings, according to records found on the King County Department of Health.
On Nov. 18, Lee posted a follow-up video addressing concerns and offering his perspective on the whole situation.
“1,000% transparency, I didn’t see anything until somebody pointed it out,” Lee says. “I can’t confirm or deny what it was, but I can confirm I am okay.”
Lee mentions that he was driven to post an update after he saw a TikToker claim his girlfriend was hospitalized after they ate at FOB.
“I don’t believe in tearing down any business, but at the same time, people’s health are on the line,” Lee says, adding that there are always risks that come with eating raw food. He also denied he was at fault for the movement in the video. “I just personally would wish that they would come out and they would be more accountable about it.”
As a result, FOB decided to temporarily close its locations in Seattle and Bellevue “until further notice,” citing the public’s food-safety concerns.
“Your health and safety are our highest priorities,” FOB wrote in another Instagram post. “We are conducting a thorough investigation to address the situation and will take all necessary measures to prevent it from happening again.”
As of Nov. 21, all of FOB's locations remain shuttered.
A public health information officer for Seattle and King County tells TODAY.com that its Food Safety Program received complaints in response to Lee’s video and sent the area health inspector to investigate on Nov. 18. The official attempted to conduct an inspection but found that FOB was closed.
“We will follow up with the restaurant regarding their adherence to the relevant food safety measures,” the officer says.
What the experts say
“Anytime someone chooses to consume raw fish, meat or poultry they are assuming some level of risk,” Donald Schaffner, distinguished professor of food science at Rutgers University, tells TODAY.com.
Schaffner says that the primary risk associated with eating raw fish is bacterial food poisoning, mainly microorganisms like salmonella, vibrio parahaemolyticus and other pathogenic vibrio species. Infections from these pathogens can cause gastroenteritis, diarrhea, nausea and sepsis, among other ailments.
Nicole Richard, a researcher and food safety specialist in the Department of Fisheries, Animal and Veterinary Science at the University of Rhode Island, tells TODAY.com that hamachi — aka yellowtail or amberjack — is known to have the potential hazard of parasites.
“The processor and retail operation are responsible for ensuring preventive control strategies are conducted and that these strategies are appropriate,” Richard says, adding that the FDA has guidance for seafood intended for consumption. Strategies to kill parasites include freezing the fish as well as cooking and pasteurizing it.
“When fish is correctly frozen cold enough for long enough, this mitigates the risk of parasites, but not bacteria,” Schaffner says. “Any reputable sushi restaurant should be freezing their raw fish.”
“Different seafood species have different risks,” Richard adds, noting that the FDA’s Fish and Fishery Products Hazards and Controls Guidance document has a table illustrating all the known species-related hazards, which may include parasites or even natural toxins from the water environment where the fish live.
Both experts say customers should be educated to know the potential dangers associated with riskier foods and make appropriate choices for their health, pointing out that immunocompromised individuals are at a higher risk of foodborne illness. Sushi lovers should patronize reputable restaurants, which people can verify to the best of their ability by accessing inspection results for restaurants.
One of our experts stays away from sashimi as a matter of taste, regardless.
“I don’t care for the texture of raw fish so when I eat sushi I choose to eat those types that are commonly cooked,” Schaffner says.
