From viral reels to traditional meals: The social media effect on food culture in Keralam

Social media platforms have become a powerful force shaping food culture in Kerala, influencing both young and old generations in ways that extend beyond mere entertainment. A recent surge in engagement with food-related content, particularly on Instagram Reels and YouTube, has transformed how residents of the state approach dining, cooking, and even their understanding of traditional cuisine. This shift is evident across age groups, from teenagers who seek out viral food trends to older adults rediscovering heritage dishes through modern digital formats. In Kozhikode, 22-year-old Athira K.B., a college student, exemplifies this change. She frequently watches short food videos on Instagram, often leading her to visit restaurants that appear prominently on her feed. “If a restaurant regularly pops up on my feed, I instantly feel like checking out what makes it so special,” she explains. Her experience reflects a broader pattern among Generation Z, whose dining choices are increasingly influenced by digital visibility and visually appealing content. Yet, this phenomenon is not confined to the youngest demographic. IT professional Athul K., 32, from Kochi, shares a similar sentiment. While he still prefers dishes reminiscent of his mother's cooking, he acknowledges that social media has introduced him to restaurants offering traditional Keralam fare. “Social media has helped me discover restaurants serving traditional dishes,” he says. Similarly, Akshara Ashok, a banker from Pala, notes that her reliance on word-of-mouth advice has been replaced by checking videos and reviews before visiting a new place. “A food video lasting less than a minute can be enough to make someone crave a dish they have never tasted before,” she adds. The impact of digital content extends beyond individual preferences, reshaping entire culinary landscapes. Regional specialties such as biryani variations, colorful halwas, and creamy desserts have gained renewed attention through Instagram Reels and YouTube videos. These platforms have become essential tools for both diners seeking recommendations and home cooks looking for inspiration. As a result, traditional Keralam meals, once confined to family gatherings and festivals, are now being shared widely online, attracting new audiences and fostering appreciation for local flavors. Sumesh Govind, CEO and proprietor of Paragon Group of Restaurants, emphasizes that while social media plays a role in promoting eateries, authenticity and consistency remain crucial factors in long-term success. “All said and done, a great restaurant with a focus on authenticity and consistency will be a success regardless of publicity and hype,” he states. His perspective underscores the balance between digital exposure and genuine quality that continues to define successful dining establishments. Children too are being exposed to these trends at an early age. Ananya S., a 12-year-old from Palakkad, enjoys watching cooking videos and occasionally asks her mother to prepare dishes she sees online. Such interactions highlight how digital content is not only entertaining but also educational, sparking interest in diverse cuisines and encouraging experimentation within households. This is further supported by Suma Rajan, a homemaker from Koothuparamba, who reports that her children now request dishes they’ve seen in videos. “My children now ask me to make dishes they see in videos,” she says. The influence of social media is also helping revive lesser-known regional specialties. Thankamma Joseph, a 67-year-old from Kottayam, observes that dishes like kanji and kappa, which were once staples in her childhood, are gaining new recognition thanks to modern food content. Her grandchildren regularly share videos showcasing these traditional recipes, a trend she finds heartwarming as it reconnects them with cultural roots. “It’s gratifying to see these dishes gain new audiences,” she remarks. However, there are concerns about the potential for unrealistic expectations. Fathima Sherin, a homemaker from Thrissur, points out that the visual appeal of food in videos can sometimes overshadow the actual experience. “Sometimes, the food looks much better in the video than it does on the plate,” she says, emphasizing the need for discernment when relying on viral content or influencer recommendations. As social media continues to shape food culture in Kerala, its effects are becoming more pronounced. Individuals are not only exploring new dining experiences but also experimenting with home cooking, driven by the desire to recreate dishes they've encountered online. College student Alwin Jose, 23, from Alappuzha, echoes this sentiment, noting that he has begun trying dishes from different parts of Kerala after watching food videos. “I have started trying dishes from other parts of Keralam after watching food videos,” he says. This growing appetite for regional diversity highlights the evolving relationship between digital platforms and culinary traditions in the state.