He has been a social media content creator since 2021 and his accounts boast hundreds of thousands of followers across various platforms, with videos focusing primarily on Shanghai's diverse food scene.

For Conti, Shanghai serves as an endless source of content with its constantly evolving restaurant scene and culinary innovations. Rather than chasing trending topics or viral fame, he prioritizes authentic recommendations, particularly focusing on small and independent restaurants that might otherwise go unnoticed.

"Small businesses are essential to Shanghai's character," he explains. "If I find a good, small restaurant, I want to help promote it. These places deserve to survive and thrive."

His approach has resonated with followers, many of whom seek out his recommended restaurants. Some have even experienced the places featured in his videos about his hometown while traveling to Sicily.

Despite challenges facing small business owners, Conti maintains an optimistic outlook. "Although the current economic situation is not ideal, I hope that business will improve next year. I will continue to work hard and do my best," he says.

Considering both his native Sicily and adopted city of Shanghai home, Conti will continue to operate his gelato shop while creating content, seeing both ventures as ways to bridge Italian and Chinese cultures.