In the age of social media, influencers often chase trends, followers, and brand deals. But for Brandon Yoon, a Los Angeles-based model and influencer with over 500,000 Instagram followers and nearly 400,000 on TikTok, the mission behind his online presence goes much deeper. Brandon isn’t just creating content for himself—he’s using his reach to help his 80-year-old grandmother retire after 35 years of running Sunny Cleaners, a beloved dry-cleaning shop in West Hollywood.
This heartfelt campaign has turned Sunny Cleaners into an unlikely viral sensation, showing how authenticity, humor, and love can make even the most traditional small business thrive in the digital era.
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A Grandmother’s Immigrant Story
Brandon’s grandmother embodies the immigrant dream. She came to the United States from Korea decades ago, unable to speak English and with no roadmap for success. Through sheer determination and grit, she built Sunny Cleaners from scratch, establishing it as a neighborhood fixture. For more than three decades, she worked tirelessly behind the counter, pressing clothes, serving loyal customers, and supporting her family.
At 80 years old, she’s still showing up to work. But Brandon, deeply grateful for her sacrifices, is determined to give her the retirement she deserves. “She worked her whole life for us. Now it’s my turn to take care of her,” he says in his videos.
From Struggling Business to Viral Campaign
The story of Sunny Cleaners is not without challenges. Like many small businesses, it has struggled with fluctuating revenue, changing customer habits, and competition. Brandon has been candid online, even posting videos when the business was down by 50% in revenue. In one particularly memorable skit, his grandmother gives him a bag of cash with a note that reads, “always go black.” Together, they take the gag to Las Vegas, where Brandon humorously warns viewers not to gamble after losing it all.
These skits—funny, self-aware, and deeply personal—resonate with audiences far beyond West Hollywood. His grandmother often appears in the videos wearing a traditional Korean hanbok, a reminder of her roots and resilience. Through dance videos, silly banter, and heartfelt storytelling, Brandon transforms the everyday struggles of a small business into content that feels universal.
Creative Marketing With a Heart
One of Brandon’s boldest marketing moves was wrapping his car in an advertisement that reads: “I’m trying to retire my grandma.” It’s a striking mix of honesty and creativity. In a world of polished ads and corporate slogans, Brandon’s direct message tugs at the heartstrings. It worked. Not only have new customers flocked to Sunny Cleaners, but companies have begun reaching out to sponsor the business. Even Kris Jenner noticed, liking one of Brandon’s posts and giving his campaign a dose of celebrity approval.
This approach highlights the power of authentic marketing in today’s landscape. Audiences crave real stories, and nothing is more real than a grandson dancing with his grandmother, laughing about hard times, and celebrating small victories.
Building a Digital Community
What started as a personal mission has become a growing online community. The Sunny Cleaners Instagram account now has more than 27,000 followers, many of whom tune in not just for updates on the business but for the wholesome, funny, and emotional content Brandon creates with his grandmother. By breaking stories into reels labeled Part 1, Part 2, and beyond, he keeps audiences invested in the journey, almost like a mini-series.
The comments are filled with encouragement, love, and even people sharing their own immigrant family stories. Brandon has tapped into something rare on social media: content that is fun and viral while also being deeply authentic and uplifting.
Honoring a Legacy While Inspiring Others
At the core of Brandon’s campaign is the immigrant story—his grandmother’s journey from a woman who arrived in the U.S. without speaking English to a successful business owner who raised a family and became part of her community. By amplifying her story, Brandon not only honors her legacy but also shines a light on the sacrifices of countless immigrant families who built businesses with sweat, determination, and resilience.
In one reel, he interviews his friends and grandmother about the ups and downs of the business, weaving humor into the narrative. In another, he dances with her, showing the playful side of their relationship. These videos remind viewers that behind every small business is a story worth telling.
A Blueprint for Small Business Survival
Beyond its sentimental value, Brandon’s project serves as a case study in how small businesses can harness the power of social media. In an era where many mom-and-pop shops struggle to survive, Sunny Cleaners has found new life online. By blending personal storytelling with creative marketing, Brandon has created a brand identity that is both modern and deeply rooted in tradition.
It’s an approach that other small businesses could learn from: authenticity sells. People don’t just want to support a business; they want to connect with the people behind it. And in a crowded digital marketplace, a heartfelt story is far more powerful than any polished advertisement.
A Sweet Story of Love and Legacy
Ultimately, what makes Brandon Yoon’s journey so compelling is its sweetness. It’s not about follower counts, brand deals, or viral fame—it’s about a grandson using his skills to honor his grandmother. It’s about fun, laughter, and dancing in a dry-cleaning shop. It’s about showing that even when times are tough, joy and love can shine through.
As Sunny Cleaners continues to grow its digital following and attract support, one thing is clear: Brandon is proving that marketing can be authentic, storytelling can be powerful, and family bonds can inspire the world.
