TikTok which is well known for its diverse content has witnessed ‘Food’ emerge as among the top 5 categories with a 50 percent increase in videos. Professional chefs such as Kunal Kapur, Ranveer Brar, Pooja Dhingra, Vicky Ratnani amongst others have joined TikTok to share their kitchen secrets with the platform’s 200 million user community.

TikTok recently partnered with Zomato for India’s grandest food carnival, Zomaland, in order to bring users closer to the country’s wide range of culinary delights. Kolkata Zomaland took place on 28^th-29^th December in Calcutta Boating and Hotel Resorts.

Recipes, reviews, food displays, kitchen hacks/ tips are some of the most popular themes that are being explored in the food category on TikTok,. The platform’s most recent campaign, #TikTokFoodie garnered an overwhelming response from the users and has clocked almost 4.5 billion views, highlighting the popularity of content around food among its users. As part of the campaign, the users can participate in an in-app poll around favourite snack recipes.

Some of the most popular food creators on the platform who have actively been sharing unique and creative content include Bihari_Babu (309.1k fans), Bong_Bukkhad (400.8k fans), Ulhas Kamathe (1.6 million fans), Amma ki Thali (808k fans), CookingShooking (613k fans), Sitaram Chahar (639k fans), Abhinav Jeswani (592k fans), Ruchika Asatkar (516k fans), Home Cooking Show (403k fans), Kabita’s Kitchen (320k fans) amongst others. The food videos posted by Indian users are also garnering a fantastic response from the global TikTok community across countries such as Thailand, Dubai, USA and UK.

Bihari_Babu and Bong_Bukkhad graced the occasion. “I wanted to do something revolving around food and hence I share different kinds of recipes on TikTok. I have a large number of followers. Out of them most of them are from outside Kolkata. I want to carry this forward and do something more with food” said Bong_Bukkhad.

Priyanka Dutta