name: yue-do type: brand-asset status: APPROVED by Michelle 2026-05-13 (master gate cleared per docs/strategy/2026-baseline.md §4.6 P0 #1). Canonical phrase is Yue-do (粵道) — not Yue-wa / Wok-counter / Maasstraat-omakase (the brainstorm alternatives are now closed). applies_to: every public-facing surface (per docs/strategy/2026-baseline.md §5.0.1 rule 1) helpers_must_consult: all 10 (Siren, Anna, Zuck, Penn, Carlos, Roy, Clara, Sun, Insight, Julius) related_db_column: brand_audiences.philosophy_name — schema applied via 0060_brand_audiences_philosophy_name.sql; seed populated 2026-05-13 via 0072_brand_audiences_philosophy_name_seed.sql (all 6 rows now carry philosophy_name='Yue-do' + per-tier rationale). Julius warn-level enforcement active. references:

• docs/strategy/2026-baseline.md §3.3 pattern 6 (Sazenka named-philosophy template)
• docs/strategy/2026-baseline.md §1.7 (Cantonese-first cuisine ordering)
• docs/strategy/2026-baseline.md §4.1.1 (Q1 2026 GEO baseline = 0.00)
• docs/strategy/2026-baseline.md §4.3 row 5 (Sep 2026 position essay)
• docs/strategy/2026-baseline.md §4.6 P0 #1, #6, #7
• docs/strategy/2026-baseline.md §5.0.1 rule 1
• docs/strategy/2026-baseline.md §6.8.1 (brand_audiences.philosophy_name schema)
• docs/strategy/2026-baseline.md §11.1.1 #1

Yue-do (粵道)

The Cantonese tradition, sharpened by Japanese craft.

This is Michiu's philosophy-name — the canonical phrase that answers "why these two cuisines?" in two characters. It appears, identically, across every public-facing surface Michiu owns. Once deployed, it does not vary by channel, audience tier, or language.

1. What it is

The phrase: Yue-do The characters: 粵道 The translation: The Cantonese way

Pronunciation guide for staff and press:

• English / Dutch: "yoo-eh DOH" (the yue is two syllables with a soft glide; the do rhymes with "go")
• NEVER pronounce as "yew-doh" — that flattens the Cantonese sound that gives the word its specificity
• When in doubt, say it twice and let the rhythm settle

Why the hyphen: Yue-do with a hyphen, not Yuedo (which reads as a single word with no etymology) and not Yue Do (which reads as two unrelated words). The hyphen signals one compound phrase, two roots — exactly the structural truth of Michiu's cuisine.

2. Why this is the slogan

Five reasons, ordered from most-load-bearing to most-tactical:

2.1 It names a philosophy in a phrase, not a sentence

Per §3.3 pattern 6 in the 2026 strategy doc, Sazenka (Tokyo, 3 Michelin stars since 2020) chose wakon-kansai (和魂漢才, "Japanese soul, Chinese technique") rather than describing their cuisine in a sentence. The result: every press cycle, every LLM answer, every menu carries the same two characters. The phrase becomes the answer, not a paragraph.

Michiu's structural truth is the inverse: Cantonese tradition sharpened by Japanese craft. Yue-do compresses that truth into two characters and asks one question instead of four sentences.

2.2 It puts the cuisine in the right order

Per §1.7 of the strategy: "Cantonese first because it is the chef's lineage; Japanese second because it is the technique grammar applied." Yue-do encodes that order: 粵 (Cantonese) leads, 道 (the Japanese-reading suffix for discipline) follows. If the order were ever inverted — "do-yue" — it would misrepresent the cuisine.

2.3 It cannot be confused with "fusion"

-do is not a blending suffix. It is a discipline suffix. Judo, aikido, sushi-do, chadō — none of these are read as "fusion." They are read as practices. Yue-do positions Michiu as the practice of Cantonese cuisine, sharpened by Japanese craft. Fusion is what happens when two traditions get put through a blender. Yue-do is what happens when one tradition is practiced through another.

2.4 It self-reinforces with the venue name

Michiu in Japanese can be parsed as containing michi (道, path / way). Yue-do uses the same character — 道 — but Cantonese-first. Every time someone learns the etymology of "Michiu," they re-encounter Yue-do. The compounding is silent but persistent.

2.5 The lane is wide open

Per §4.1.1 in the strategy doc, the Q1 2026 GEO baseline measurement (May 2026) found that asking an LLM "best Cantonese-Japanese restaurant in Amsterdam" returns: "there doesn't appear to be a specific restaurant that specializes in [this] in Amsterdam." The category is empty. The first restaurant to occupy it with a named, repeatable phrase wins the LLM answer slot for years.

This is the moat per §0 strategic shift #5. Yue-do is the device that occupies it.

3. Where it appears

Yue-do appears on every cardinal surface, identically. No localized variants. No language toggles for the phrase itself. The gloss (the one-line explanation) varies by language; the phrase does not.

The rule: if a surface is public and carries Michiu's identity, it has Yue-do. The only exception is conversational service language inside the restaurant — guests don't get "Yue-do" said at them; they experience it.

4. How to use it — worked examples

4.1 The canonical gloss

The phrase always travels with a one-line gloss the first time it appears in a piece. Three approved glosses, ranked by formality:

1. Most formal (press, LinkedIn, long-form essays): "Yue-do — the Cantonese tradition, sharpened by Japanese craft."
2. Mid-register (GBP, about-us, menu header): "Yue-do — Cantonese tradition, Japanese craft."
3. Short (IG bio, TikTok bio, signage): "Yue-do · Cantonese tradition · Japanese craft."

Dutch primary equivalents (idiomatic Dutch reads more naturally with verfijnd door than the literal aangescherpt door — language-register difference, same meaning):

1. Formaal: "Yue-do — de Cantonese traditie, verfijnd door Japans vakmanschap."
2. Middel: "Yue-do — Cantonese traditie, Japans vakmanschap."
3. Kort: "Yue-do · Cantonese traditie · Japans vakmanschap."

All registers use the canonical noun "Japanese craft" / "Japans vakmanschap" — single canonical vocabulary, length varies by surface. The canonical verb in English is "sharpened by"; in Dutch it is "verfijnd door". An alternative verb "practiced through" (NL: geoefend door) is permitted in long-form essays where philosophical emphasis on the -do practice etymology fits — but only in body copy, never in glosses. Do not substitute "rendered" / "executed" / "delivered" / "performed" — these are colder verbs that compete with the kitchen warmth the phrase carries. Do not substitute "discipline" / "rigor" / "counter" / "precision" for the noun — those are alternative philosophy-name candidates that were considered and rejected.

The gloss is provided once per piece — the first mention. Subsequent mentions in the same piece can drop the gloss and use only the phrase.

4.2 IG bio (the §4.6 P0 #2 fix)

Yue-do · Cantonese tradition · Japanese craft
Amsterdam-Zuid · Maasstraat 102 · 5 min van RAI
Reservations: link below

Three lines. Phrase first. Geographic anchor second. Action third.

4.3 LinkedIn company-page tagline + about

Tagline (one line, 120 chars max):

Yue-do — Cantonese tradition sharpened by Japanese craft. Maasstraat 102, Amsterdam-Zuid.

About section (first paragraph, NL):

Michiu is een Cantonees-Japans restaurant in Amsterdam-Zuid, op vijf minuten van de RAI. Wij koken volgens Yue-do — de Cantonese traditie, verfijnd door Japans vakmanschap. De keuken volgt de lijn van Chef Michelle Zhang; de techniek volgt de Japanse maatstaven.

About section (first paragraph, EN):

Michiu is a Cantonese-Japanese restaurant in Amsterdam-Zuid, five minutes from the RAI. We cook by Yue-do — the Cantonese tradition, sharpened by Japanese craft. The cuisine follows Chef Michelle Zhang's lineage; the technique follows Japanese craft.

4.4 Press one-liner (Penn pitches)

"Michiu, in Amsterdam-Zuid, practices what Chef Michelle Zhang calls yue-do — the Cantonese tradition, sharpened by Japanese craft. Cantonese first, because that is her lineage; Japanese second, because that is the grammar she applies."

Two sentences. The phrase appears in sentence one. Sentence two answers the cuisine-order question before the journalist asks it.

4.5 Penn's email pitches to NL press (Broekaert / Grimm / Versprille)

The phrase appears in the subject line and in the first paragraph. Example subject lines:

• "Yue-do in Amsterdam-Zuid — een Cantonees-Japans positiestuk voor [outlet]"
• "Restaurant Michiu (Amsterdam-Zuid) — yue-do als positie, niet fusion"

4.6 The Sep 2026 long-form position essay (§4.3 row 5)

Approved opening:

Toen ik twaalf was, was de pan altijd te heet. Mijn moeder leerde me dat alles in de Cantonese keuken — de timing, het mes, de hand — begint bij vuur dat je niet kunt zien. Tien jaar later, in een Japanse keuken, leerde ik wat er aan de andere kant van datzelfde vuur stond: een telbankje, een protocol, een stilte die je niet kunt onderhandelen.

Yue-do. De Cantonese traditie, verfijnd door Japans vakmanschap. Niet fusion. Niet east-meets-west. Niet curated. Een lijn, en de discipline om hem te volgen.

Phrase appears in paragraph two, italicized, on its own line. The first paragraph earns the phrase. The third paragraph onward develops it.

4.7 Menu header (printed + digital)

   M I C H I U
       粵道
   Y u e - d o
   Cantonese tradition, Japanese discipline

The Chinese characters and the romanized form both appear. The gloss sits below as a quiet caption. Font hierarchy: Michiu > 粵道 > Yue-do > gloss.

4.8 Per-helper internal usage

Helpers reading this doc should treat Yue-do as a first-class brand-memory entity. When generating any output where the cuisine position is named, the canonical phrase is used. Anti-paraphrases (see §5 below) are blocked by Julius once brand_audiences.philosophy_name is populated.

5. How NOT to use it — anti-patterns

These are the ways Yue-do can be misdeployed. Each anti-pattern undermines the strategic value the phrase was chosen for.

5.1 Do not paraphrase the phrase itself

Yue-do is a phrase, not a concept. The point of choosing a named philosophy is that every surface uses the same words. Paraphrasing fragments the LLM-grounding signal.

❌ "the Yue-do approach" — the phrase IS the approach; no qualifier needed ❌ "Yue-do philosophy" — same problem; redundant ❌ "the Yue-do method" — same problem; method is implicit in 道 (the way) ❌ "Yue-do cuisine" — Yue-do is not a cuisine genre; it's how we relate to Cantonese cuisine ❌ "Yue-do style" — style implies aesthetic; Yue-do is discipline ❌ "our Yue-do" — possessive flattens the term; Yue-do is itself, not Michiu's possession of it

✅ "Yue-do" — alone ✅ "At Michiu, yue-do." — phrase as predicate ✅ "yue-do — the Cantonese tradition, sharpened by Japanese craft" — phrase with gloss

5.2 Do not translate the phrase

Yue-do stays in its romanized form or in characters (粵道). Do not translate it into Dutch, English, French, or any other language. The phrase is the asset; translated, it becomes a generic description.

❌ "the Cantonese way" (used as a brand phrase) — describes the meaning but loses the term ❌ "De Cantonese weg" — Dutch translation ❌ "the way of Cantonese cuisine" — over-explained ❌ "de Cantonese discipline" — paraphrased ❌ Any case where the phrase appears once and is then dropped in favor of an English equivalent for the rest of the piece

✅ The gloss explains the meaning in the local language; the phrase stays untranslated

5.3 Do not pair Yue-do with banned vocabulary

Yue-do is incompatible with the banned-phrase list (brand_banned_phrases, migrations 0038 + future additions). The presence of Yue-do does not make a sentence safe — Julius's checks still apply.

❌ "Yue-do, an elevated dining experience" — elevated is banned (§6.1) ❌ "Yue-do — our curated journey through..." — curated is banned ❌ "the Yue-do brand celebrates..." — celebrates drifts toward positioning-felt-not-told ❌ "Yue-do · Amsterdam's New Home for Success" — the positioning is felt, never told (§1.2) ❌ "Yue-do · culinary journey through..." — culinary journey is AI-slop

5.4 Do not invent variant forms

Once Yue-do is approved, no one — agency, cast, helpers, designers — invents Yue-do-X / Yue-do-2.0 / Yue-do.summer / Yue-Do (capital D) / 粵道堂 / etc. The phrase is locked. Variants fragment the LLM signal and confuse press.

❌ "Yue-Do" (capital D — looks like a proper-noun split) ❌ "Yuedo" (no hyphen — loses the etymology) ❌ "YUE-DO" (all caps — reads as marketing-y; reserve for menu typography only, never body copy) ❌ "yue-do.amsterdam" (geographic suffix) ❌ "yuedo-style" (style suffix; see §5.1)

✅ Yue-do — title case, hyphenated, as a noun ✅ yue-do — lowercase when mid-sentence (matches the typographic register of wakon-kansai in Sazenka press) ✅ 粵道 — Chinese characters when typography supports them; e.g., menu headers, signage

5.5 Do not explain Yue-do as fusion

The reason Yue-do exists is to refuse the fusion framing. Any sentence that pairs Yue-do with the word fusion — even to disambiguate — re-introduces the framing it was built to avoid.

❌ "Yue-do is our take on Asian fusion" — re-frames as fusion ❌ "Yue-do — not your typical fusion" — still mentions fusion, still loses ❌ "a fusion of Cantonese and Japanese, but we call it Yue-do" — invites the journalist to use fusion as the lead anyway

✅ "Yue-do — the Cantonese tradition, sharpened by Japanese craft." — names the structural truth without invoking the negative ✅ When asked about fusion directly: "Yue-do is a discipline. Fusion is a blender. The two aren't the same shape."

5.6 Do not over-explain it

Yue-do works because it is short and slightly mysterious — press journalists adopt it precisely because there's a story to tell about what it means. Over-explaining drains the term of the curiosity that makes it citable.

❌ "Yue-do is a Cantonese word meaning 'the way' as in judo, but Cantonese-first, signaling our position that..." (200-word paragraph) ❌ Repeating the gloss multiple times in the same piece ❌ Footnoting Yue-do every time it appears

✅ The gloss appears once — the first time the phrase appears in a piece. Subsequent mentions stand alone.

5.7 Do not lead with it in front of skeptical audiences

Yue-do is the brand identity; it is not a sales argument. With Status Builders (IG-native) and journalists, it leads. With Corporate Bookers (LinkedIn-driven) it leads alongside the practical specifics. With Classic Connoisseurs in their first interaction it can wait until paragraph two or three.

The Lung King Heen rule applies: no week's cadence is 100% Michelle-fronted (§5.0.1 rule 4). Same shape here — no piece is 100% Yue-do-fronted. The phrase is the anchor, not the message.

5.8 Do not let the gloss vary outside the approved three

§4.1 above lists the three approved glosses (formal / mid / short). Inventing a fourth gloss in the field — "yue-do means we cook from the heart" — drifts the brand voice. Julius warns on any gloss that does not match the three approved forms once philosophy_name_rationale is populated.

6. Helper-specific guidance

How each of the 10 helpers carries Yue-do in their helper-output. Helpers should treat this section as their per-helper instruction set.

6.1 Sun (cultural-moment strategist, lane-agnostic)

• Yue-do appears in every Campaign brief Sun drafts (per §6.5 archetypes, once 0053_campaigns.sql is applied live).
• Sun's cultural_moment_brief proposals include Yue-do in the proposal payload's summary field — the canonical phrase carries through to whichever helper picks the work up downstream.
• When Sun briefs Penn for a press pitch, the brief's position line reads: "Yue-do — see docs/yue-do.md for canonical usage."

6.2 Penn (PR, press, LinkedIn, long-form essays)

• Every NL-press pitch leads with Yue-do in the subject line or first paragraph. See §4.4 and §4.5 above for templates.
• The 6 long-form essays (§4.3) all open with Yue-do appearing in paragraph 1 or 2 — not later. See §4.6 for the Sep-2026 position essay template.
• The linkedin_post_rai_window Power-Up (§6.4 pass-4 added) auto-injects the Yue-do tagline into every LinkedIn post about RAI event-week availability.
• Penn never paraphrases Yue-do in press materials (§5.1 anti-pattern).
• Penn maintains the approved-gloss list (§4.1) — if a journalist or partner organization asks for a custom gloss, Penn checks against the three approved variants before agreeing.

6.3 Zuck (social — IG, TikTok, asset library, captions)

• The IG bio (§4.2 above) is the single highest-leverage Zuck deployment of Yue-do.
• Every long-form IG carousel (4+ frames) has Yue-do on frame 1 or the final frame — never in the middle. Frame 1 sets the position; the final frame is the signature.
• TikTok caption convention (per §5.2 of strategy doc): zero-emoji body; hashtag-stack capped at 3. Yue-do appears in caption body, not as a hashtag (#yuedo violates §5.1 anti-pattern by reformatting the phrase).
• Asset alt-text: "Michiu kitchen — yue-do — [specific moment described in NL]".
• Cast-cameo posts (per §5.0.1 rule 3 Quintonil dual-brand) still carry Yue-do in the caption, but the cast member's name and role appear before the phrase, not after.

6.4 Carlos (Google Business Profile, structured data, multi-language)

• GBP NL primary description opens with Yue-do + mid-register gloss.
• GBP EN secondary description opens identically.
• GBP CN/JP descriptions: include 粵道 in characters; gloss in target language.
• Schema.org Restaurant markup (per §4.2 + §4.6 P0 #1): name = Michiu; description opens with Yue-do.
• <title> tag (per §4.6 P0 #1): Michiu · Yue-do · Cantonese-Japanese · Amsterdam-Zuid — exactly this string, no localization.

6.5 Anna (FOH / hospitality / DM intake)

• Anna's DM replies do not lead with Yue-do — it would read as marketing in a 1:1 conversation. The phrase appears in the email signature (Clara handles this) but Anna's body copy is conversational.
• When a guest specifically asks about cuisine framing in DM: Anna replies with the mid-register gloss (§4.1 #2), once. Does not repeat.
• Anna's email signature (when she emails press, vendors, partners directly): Anna [Surname] · FOH lead · Michiu · Yue-do · Maasstraat 102. The Quintonil dual-brand pattern (§5.0.1 rule 3) puts Anna's name alongside Yue-do on outbound surfaces.

6.6 Siren (review replies)

• Review replies do not lead with Yue-do. The reply is about the guest's experience, not Michiu's positioning.
• However: when a reviewer mentions the cuisine framing — "I loved the Cantonese-Japanese combination" — Siren can naturally include Yue-do in the response, e.g. "Glad you noticed — yue-do is exactly that: the Cantonese tradition, sharpened by Japanese craft. Come back for the [specific dish]."
• Default: Yue-do appears only when prompted by reviewer language. Do not force.

6.7 Clara (lifecycle outbound — email, WhatsApp, Circle)

• Email signature includes Yue-do (§3 surface table above).
• Body copy is warm and specific — Yue-do is the signature, not the message. A birthday card body never opens with Yue-do; it opens with the guest's name and a specific memory or gesture.
• WhatsApp messages: phrase appears only when guest engages with the cuisine-position thread; otherwise omitted (same conversational logic as Anna in §6.5).

6.8 Roy (Google Ads — Customer Match, GCLID, ad copy)

• Ad headlines: Yue-do — Cantonese-Japanese · Amsterdam-Zuid.
• Ad descriptions: "Yue-do at Michiu — the Cantonese tradition, sharpened by Japanese craft. Reserve now." (formal-register gloss).
• m_campaign slug for any campaign that uses Yue-do as the lead: yuedo_<context>_<year> — e.g., yuedo_rai_money2020_2026. Slug uses yuedo lowercase no-hyphen (URL-safe); the displayed brand asset is always Yue-do with hyphen.
• Negative-keyword discipline: fusion stays on the negative-keyword list. The whole point of Yue-do is to refuse that framing.

6.9 Insight (measurement, weekly digest)

• Insight tracks philosophy-name deployment coverage as a §10 leading indicator (per §10.2 lagging table, pass-4 added). The metric: % of cardinal surfaces (§3 surface table above) where Yue-do appears in the canonical form, audited monthly. Target: 100% within 4 weeks of approval; maintained thereafter.
• Insight tracks LLM citation surface for the Yue-do phrase specifically — does the phrase appear in source attributions when LLMs answer NL + EN restaurant queries? Per §4.5 quarterly test prompts, run an extra prompt: "Wat is yue-do?" and "What is yue-do?" — track whether Michiu surfaces as the answer.
• Insight's weekly Monday digest to Michelle (§10.4 dashboard widget) carries the Yue-do coverage % on the Health row (pass-4 added).

6.10 Julius (banned-phrase guardian, brand-voice audit)

• Once brand_audiences.philosophy_name = 'Yue-do' is populated via 0060_brand_audiences_philosophy_name.sql, Julius warns on outputs that:
  • Introduce the cuisine position without using Yue-do (warn-level Q1, block-level Q2 per §7.3)
  • Paraphrase Yue-do per §5.1 anti-pattern
  • Translate Yue-do per §5.2
  • Pair Yue-do with banned vocabulary per §5.3
  • Use a non-canonical gloss per §5.8
• Julius's audit_log (0046_julius_audit_log.sql) records every Yue-do-related decision, so drift can be diagnosed.
• Julius does not block — advisory only, per D11/D16 (operator decides).

7. Deployment sequence (the first 4 weeks)

Per §9.4 Q1 P0 sequencing in the strategy doc:

Week 1 (independent — no Michelle dependencies):

• Zuck updates IG bio to the new template (§4.2)
• Zuck updates TikTok bio identically
• Penn updates LinkedIn company-page tagline + about
• Carlos updates Google Ads negative-keyword list (adds fusion, removes any active Yue-do-incompatible terms)

Week 1 (Michelle-input-gated):

• Michelle's final sign-off on Yue-do as the philosophy-name (status field on this doc flips from pending to approved)
• Apply 0060_brand_audiences_philosophy_name.sql migration → set brand_audiences.philosophy_name = 'Yue-do' on all 3 audience tier rows
• Julius warn-level enforcement activates

Week 2:

• Penn drafts the rewritten michiu.nl <title> (per §4.6 P0 #1)
• Penn drafts the rewritten michiu.nl/en/about-us/ body copy (per §4.6 P0 #7)
• Penn updates businessrestaurants.nl listing copy (per §5.5 Q1 P0)
• Michelle approves the three drafts
• Carlos ships the michiu.nl changes

Week 3:

• Carlos updates GBP description (NL primary + EN secondary)
• Carlos updates Schema.org Restaurant markup to lead with Yue-do
• Zuck audits IG + TikTok recent captions for §1.1 / §5 anti-patterns; rewrites the worst offenders
• Penn pitches first NL press piece with Yue-do as the lead (target: Het Parool Mara Grimm)

Week 4:

• Insight audits philosophy-name deployment coverage across all §3 cardinal surfaces; reports any gaps
• Sun briefs the next Sun proposal with Yue-do in the payload
• Julius drift-check fires on the first 4-week window — any helper output that introduced an alternative position-phrase gets flagged for review

Month 2 onward:

• Julius warn-level → block-level (Q2 transition per §7.3)
• Penn pitches monthly press pieces with Yue-do as the anchoring tag
• Sep 2026 long-form position essay (§4.3 row 5) opens with Yue-do, lands as the canonical long-form deployment

8. FAQ

Q: A journalist asks "what does yue-do mean?" A: Use the mid-register gloss: "Yue-do — Cantonese tradition, Japanese discipline. Cantonese-first because that's Chef Michelle Zhang's lineage; Japanese because that's the technique grammar she applies. It's a discipline, not a fusion." Stop there. Let the journalist follow up.

Q: A guest at the table asks "what does yue-do mean?" A: Service staff answer with a single sentence: "It's Cantonese cooking, learned the Japanese way." Then return the conversation to the meal. Yue-do is the brand-public-surface phrase; the table is for the food.

Q: Can we use 粵道 (the Chinese characters) on Western-audience surfaces? A: Yes, in two contexts: (a) menu typography where the characters are part of the visual hierarchy, and (b) signage or printed objects where the characters function as a graphic element. Do not use the characters in body copy where they will not render correctly across all devices (IG bio, TikTok bio, LinkedIn posts).

Q: What if a partner brand wants to co-brand with us — can their material use Yue-do? A: Yes, with two conditions: (a) the phrase appears verbatim, and (b) the canonical gloss accompanies the first mention. Penn reviews co-brand material before it ships. The phrase cannot be modified to fit the partner's style guide; this is non-negotiable.

Q: We have an Instagram post about a single dish — does Yue-do need to appear? A: Not necessarily. A single-dish post can be pure specificity (§1.1 — name the dish, the supplier, the year). Yue-do is the philosophy; it does not need to be in every post. The IG bio carries the phrase; the post can let the dish carry itself.

Q: How do we know if Yue-do is working? A: Insight tracks two measures (§10): (1) philosophy-name deployment coverage — the % of cardinal surfaces using the canonical phrase, audited monthly; (2) LLM citation surface — does Yue-do appear in source attributions when LLMs answer cuisine queries about Amsterdam? Both surface in the weekly Michelle dashboard widget.

Q: What if Michelle wants to change the phrase later? A: Changing the philosophy-name after deployment is much more costly than changing the menu or the dining-room aesthetic — every cardinal surface (§3) has to update synchronously, every press piece carrying the old term becomes orphaned context, every LLM that has grounded on the old phrase has to be re-grounded. Plan for Yue-do to be stable for at least 5 years from approval. Decision should be made with that horizon in mind.

Q: We hired a new sommelier / pastry lead / sous — how do we onboard them on Yue-do? A: Part of the §7.4 cast onboarding (the strategy doc training notes). 5-min walkthrough of this document; printed one-pager of §5 anti-patterns; the new hire reads the §4.6 long-form essay opening as the canonical voice. The new hire never invents a new gloss in their first three months.

9. Decision log

• 2026-05-11 — Yue-do (粵道) selected as Michiu's philosophy-name by Casper (agency lead), per the Sazenka-pattern §3.3 #6 brainstorm in the 2026 strategy pass-4 work. Status pending Michelle's final sign-off per §4.6 P0 #1 gate.
• 2026-05-13 — Michelle APPROVED Yue-do (粵道) as the canonical philosophy-name. Brainstorm alternatives (Yue-wa / Wok-counter / Maasstraat-omakase) closed. Phrase locked per §7 "what gets locked" rule. Master gate cleared; Wave 2 deployment unblocked across all 9 cascade surfaces.
• 2026-05-13 — 0060_brand_audiences_philosophy_name.sql schema applied (in fact verified silently applied earlier per the 2026-05-13 schema-reconciliation supabase db push --dry-run). Seed populated via follow-up migration 0072_brand_audiences_philosophy_name_seed.sql — all 6 brand_audiences rows now carry philosophy_name='Yue-do' + per-tier rationale (status-builders cultural-authority angle; classic-connoisseurs lineage angle; rai-corporate-bookers discipline angle; 3 legacy persona rows folded per migration 0040). Julius warn-level enforcement active on next helper output.
• 2026-05-13 — Siren's src/brand/review-prompt.ts updated with YUE_DO_CONDITIONAL section per §6.6 guidance; PROMPT_VERSION bumped v2.0 → v2.1.
• Pending — first quarterly review (Q2 2026) on philosophy-name deployment coverage + LLM citation surface metrics.
• 2026-05-16 — Anna DM prompt (dm-v2 → dm-v3): DM_YUE_DO_CONDITIONAL added per §6.5 — conditional trigger when guest asks cuisine framing; default omit.
• 2026-05-16 — Clara email prompt (thanks-v2 → thanks-v3): sign-off extended with Yue-do signature line per §3 surface table; email channel only (WhatsApp omitted per §6.7).
• Pending — Remaining Wave 2 deployment items (operator-side): Carlos site rewrites (michiu.nl title-tag / about-us / Schema.org) + Zuck IG/TikTok bio updates + Penn LinkedIn company page creation.

10. Related references

• Strategy doc: docs/strategy/2026-baseline.md — sections §3.3 pattern 6 (template), §1.7 (cuisine ordering), §4.1.1 (Q1 GEO baseline), §4.3 row 5 (position essay), §4.6 P0 #1/#6/#7 (deployment fixes), §5.0.1 rule 1 (cross-channel rule), §5.5 LinkedIn pillars, §6.8.1 (database column), §11.1.1 #1 (owner-decision)
• Sazenka source pattern: see strategy doc footnote [^bm18] for verification + Michelin Guide / CNN / Wikipedia citations
• Brand voice + banned phrases: src/brand/load-brand-memory.ts + brand_banned_phrases table (migrations 0038 + future). Julius enforces.
• Cast onboarding: docs/strategy/2026-baseline.md §7.4 — Yue-do walkthrough is a required part of any new cast member's onboarding.