From Viral Reels to Traditional Foods: Impact of Social Media on Food Culture in Kerala
Traditional Onam sadya served in banana leaf | Photo credit: Getty Images
Like many Gen Zs in Kozhikode, Athira KB loves to eat and spends most of her free time watching short food videos on Instagram. “If a restaurant regularly appears on my channel, I immediately want to see what makes it so special,” says the 22-year-old student.
For her generation, food choices are increasingly shaped by the restaurant’s digital presence, captivating food visualizations and the popularity of social media. However, this trend is not limited to Gen Z.
Colorful halwa on display at a shop at the iconic SM Street in Kozhikode on Saturday (August 29, 2026) | Photo credit: K. Ragesh
People of all ages are drawn to food content on social media, relying on creators for restaurant recommendations as well as culinary inspiration for home cooking. “I still prefer food that reminds me of what my mother used to cook, but social media has helped me discover restaurants that serve traditional food,” says Athul K., 32, an IT professional from Kochi.
Akshara Ashok, a banker from Pala, notes that while she used to rely on word of mouth from friends, she now checks videos and reviews before visiting a new place. “A food video of less than a minute can be enough to make someone crave a food they’ve never tasted before,” he adds.
From regional variations of biryani, colorful halwas and creamy desserts to traditional Kerala dishes, culinary content has become one of the most engaging mediums online. Instagram Reels, YouTube videos and other digital platforms have fundamentally changed the way people explore dining options.
“All said and done, a great restaurant with a focus on authenticity and consistency will succeed regardless of publicity and hype,” says Sumesh Govind, CEO and owner of Paragon Group of Restaurants.
This digital influence also hits children early. “I like to watch cooking videos and sometimes I ask my mother to prepare the dishes I see online,” says Ananya S., 12, from Palakkad.
Diverse culinary traditions
Such content exposes younger audiences to new flavors and sparks curiosity about different culinary traditions. In addition, viral media breathes new life into traditional cuisine. Foods like kanji, kappa and traditional dishes found a new audience when they were presented through attractive modern food content, according to Thankamma Joseph, 67, from Kottayam.
Her grandchildren regularly show her videos highlighting classic recipes that are gaining newfound popularity, a trend she finds gratifying because it brings back fond memories of her youth.
Even so, social media can cultivate unrealistic expectations. “Sometimes food looks much better on video than on the plate,” says Fathima Sherin, a housewife from Thrissur, adding that it also reveals the importance of not depending entirely on viral content or vlogger opinions.
These online trends are changing household dining routines. “My children now ask me to prepare the dishes they see in the videos,” says Suma Rajan, a housewife from Koothuparamba.
Fueled by social media, individuals are eager to recreate and taste regional specialties. “After watching food videos, I started trying dishes from other parts of Kerala,” says Alwin Jose, a 23-year-old college student from Alappuzha.
(The writer is an intern at The Hindu)
Published – 29 Aug 2026 10:52 IST