It is still quiet in the shopping centre in Marnach on Monday morning. A few older people are doing their weekly shopping, while croissants and coffee are being ordered at the bakery. In the back corner of the wood-panelled room sits a man who stands out. He is wearing a brown leather jacket over a white vest top, paired with loose-fitting olive-green trousers. His name is Jake Salinero.
The American, born and raised in Half Moon Bay south of San Francisco, has only been living in the area since January. Nevertheless, Salinero spends so much time in the shopping centre that he affectionately calls the supermarket there “Disneyland”.
I posted a video about how multilingual the people of Luxembourg are. The next morning, I thought my phone was broken, I had so many notifications
Jake Salinero
The fact that most people here know him, that he is greeted with “TikTok” in the bakery and that children ask him for photos is down to his viral videos. Salinero has filmed many of them right here in this very spot.
In his most successful TikTok video to date, with nearly 200,000 views, he greets someone in the supermarket with “Moien” – and is clearly delighted when the person replies. The caption reads: “Pretending I’m Luxembourgish”.
“I didn’t expect to become an influencer in Luxembourg. It happened practically overnight,” says the 28-year-old. “I posted a video about how multilingual the people of Luxembourg are. The next morning, I thought my phone was broken, I had so many notifications.”
So he carries on. Salinero discovers Buergbrennen and Kniddelen. “Cultures have always fascinated me. I have Spanish, German, Irish and Filipino roots.”
Pro in the second division
Although the American is often out and about in the shopping centre or elsewhere during the day, he spends most evenings in the arena. Since the end of January, the professional basketball player has been playing for second-division side BBC North Fox, who play their home games in Reuler.
Jake Salinero is sitting in the bakery where he is often recognised © Photo credit: Caroline Martin
“My friend Nigel Tolentino (editor’s note: coach of the Black Frogs Schieren) told me the club might need someone. But North Fox didn’t have the budget for a professional at first.” Months pass. Salinero is in Ireland, trying to get noticed by teams. “Then I wrote to North Fox again. I was asked if I could be there the next day.”
If I could be an influencer who plays basketball, that would be perfect
Jake Salinero
He books a €20 flight from Dublin to Luxembourg. Shortly after his arrival, things get hectic. “Within the first couple of days, the head coach (Raphaël Ansion) left and I was offered the chance to take on that role as well.” Salinero accepts the challenge, not least because he knows how difficult it is to find a club at all. “I feel like I’ve sent a million emails. You get 100 rejections, but one acceptance is enough.”
Although his videos are no longer solely about sport, Salinero’s online success is also evident in the hall. “Before the game against Nitia, someone told me they recognised my TikToks.”
Even outside basketball and his beloved shopping centre in Marnach, strangers strike up conversations with him. “People really love the fact that I engage with their culture.” He tailors his videos specifically to his audience. “Most of my followers are from Luxembourg. I see something and think: that could make a good video. It happens quite spontaneously.”
He doesn’t mind setting up a tripod in the middle of the street and starting to talk, whilst passers-by stop and watch. “Sure, it’s a bit odd sometimes. But I don’t care. I’ve never had a problem with that.”
Jake Salinero posts several videos on some days © Photo credit: Caroline Martin
Does this mean the professional basketball career of the player, who played first in Spain and then in Germany after college, is now taking a back seat? “My goal was always five years as a professional. I would have reached that next year. But to be honest, I think I’ll keep playing.” The combination appeals to him. “If I can be an influencer who plays basketball, that would be perfect.”
However, he will soon have to leave the place where his new career really took off. North Fox has only three games left to play in the Nationale 2 relegation group. The season ends in early May, after which he will head back to the US.
Salinero can imagine returning to Luxembourg. Until then, he wants to keep engaging his new followers. “What might interest many Luxembourgers are impressions from the US. Many Europeans have a certain idea of what life is like there. For those who’ve never been to the US, it could be exciting to find out what everyday life is like.”
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Saying goodbye is hard for him. “I love Luxembourg and I really like it here. I like the proximity to other countries, the friendliness of the people and the fact that there is so much to discover here.”
As he says this, it becomes clear why his enthusiasm reaches not only the other customers at “Disneyland”, but also hundreds of thousands online.
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