Not too long-ago food trends were dictated by celebrity chefs, glossy magazines, or whispers of “the new place in town” from your friend with impeccable taste.
Fast forward to this new era and it’s all about the Gram, TikTok, and yes, the occasional viral tweet. Social media has become the ultimate buffet where food trends are served hot, fast, and often with a side of sass.
If you’ve ever found yourself buying a mini blowtorch for a crème brûlée you saw on TikTok or obsessively hunting down dalgona coffee ingredients during the pandemic, congratulations—you’ve been bitten by the social media food bug. But how did we get here, and what’s the secret sauce behind social media’s influence on our plates?
Social media platforms have evolved into culinary laboratories where food lovers’ experiment, influencers create art, and viewers lap it all up (figuratively and literally).
Instagram brought us the era of “camera eats first,” elevating avocado toast from humble breakfast to global superstar. TikTok took things up a notch, transforming simple recipes into pop culture phenomena—looking at you, baked feta pasta and cloud bread.
But why do these trends spread faster than melted butter on hot toast? The answer lies in their visual appeal and relatability. A perfectly golden stack of pancakes dripping with syrup? Eye candy. A 30-second clip promising a life-changing recipe? Hooked. And let’s not forget that FOMO is a very real thing. Nobody wants to be the only one at brunch who hasn’t tried a rainbow bagel or sipped on bubble tea.
Food isn’t just nourishment anymore; it’s content. Hashtags like #Foodstagram and #InstaEats are a buffet of culinary inspiration, showing off everything from gooey cheese pulls to meticulously plated dishes. Meanwhile, TikTok takes it up a notch with challenges that turn cooking into entertainment. Want to see how many ways you can fold a tortilla? TikTok’s got you covered.
crème brûlée
And then there are the challenges that make you wonder if the internet is okay. Spicy chip challenge, anyone? Or how about people attempting to eat 10 layers of rainbow cake in one sitting? Social media has made food not just something we consume, but something we perform.
Say what you will about influencers, but they know how to get us to buy stuff. From cookware to obscure ingredients, influencers hold the power to make or break a food trend. A single endorsement from a foodie with a massive following can empty supermarket shelves faster than you can say “Matcha everything.”
Remember the time oat milk became the milk? That wasn’t random—it was social media’s doing. Influencers shared videos of its creamy texture and claimed it was better for the environment (and your latte art). The next thing you know, oat milk was everywhere.
Social media has given rise to some genuinely great food trends. Who doesn’t love a good charcuterie board or the convenience of one-pot pasta recipes? It’s also introduced more people to diverse cuisines, breaking down cultural barriers with every shared biryani recipe or kimchi tutorial.
As social media evolves, so will food trends. Expect more, live cooking streams, and augmented reality (AR) tools that show you how to plate like a pro. Sustainability will likely take center stage, with plant-based eating and zero-waste recipes continuing to trend. And let’s not forget the Metaverse. Yes, virtual food trends are a thing, with people hosting digital dinner parties and buying virtual avocado toast for their avatars. If you thought the world of food couldn’t get weirder, think again.
Sure, some trends are absurd, and others make you question humanity’s sanity (looking at you, glitter cappuccino), but there’s no denying the joy and creativity they bring to the table.
Clearly, social media isn’t just shaping what we eat—it’s shaping how we experience food.
by HANNIE PETRA
