Similar to many other online habits, discovering a fast recipe on platforms like TikTok or YouTube is much easier to grasp compared to flipping through a traditional cookbook. As a result of the COVID-19 pandemic, many people sought ways to save money and occupy their free time making activities like cooking surge in popularity.
Well-known figures like Kylie Jenner, Selena Gomez, and Ari Fletcher brought their love for cooking center stage during the pandemic. From Jenner’s frequent kitchen chronicles with her daughter Stormi to Gomez’s “Selena + Chef” show on Max, fans witnessed a new facet of their personalities, they simultaneously enhanced their culinary skills by perfecting their cherished recipes. Fletcher initiated Cooking With The Don in 2022, collaborating with her friend Tuson to prepare their favorite dishes while engaging in playful banter. Ari has welcomed guests such as Queen Naija, Bobbi Altoff, and her boyfriend, Moneybagg Yo, to connect with one another through the intimate act of sharing food.
Quarantine forced us into levels of isolation we have never reached before, pushing individuals to hone in on self betterment and the acquisition of new skills. During the height of the pandemic, many people invested their time into cooking. According to the Martin Group there was a 110 percent surge in views and engagements among culinary based influencers. Even Gen Z joined the trend, capturing themselves cooking in their college dorms like @Lazypotnoodle or teaching classic and new age recipes at home including the singing chef Gabrielle Reyes and author of “Food Family Repeat,” Keyshawn Hudson. Influencers sharing their coveted recipes not only is a guide for us but also gives us a peek into how they share love in their own homes.
With the uptick of cooking content in recent years, the world of food has grown in more ways than one. Keith Lee, a popular influencer, expanded his reach by creating food tours in various cities across the United States following his viral success with food reviews on TikTok. As well as celebrity stylist Scot Louie who has ventured into culinary pursuits with his spice brand Dinner Plus and upcoming cookbook. Social media can be credited for the growing popularity of recipes like the Grindr sandwich, candy grapes, and the latest sensation, the Sleepy Girl Mocktail, as they have become increasingly common in everyday consumption.
Food has a remarkable way of uniting people. The American Psychological Association says trying new things together, like a new recipe, can help people stay connected. Cooking provides solace and acts as a therapeutic release for numerous individuals. Whether you want to bake cookies from scratch or surprise your loved ones with a table spread of classic eats, there’s an expert behind those mouthwatering uploads to help.