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

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Like many Gen Zs in Kozhikode, Athira K.B. enjoys eating out and spends much of her free time watching short food videos on Instagram. “If a restaurant regularly pops up on my feed, I instantly feel like checking out what makes it so special,” the 22-year-old college student says.

​For her generation, dining choices are increasingly shaped by a restaurant’s digital presence, captivating food visualisations, and social media popularity. However, this trend is not limited to Gen Z.

Colourful halwa on display at a shop at the iconic S.M. Street in Kozhikode on Saturday (August 29, 2026) | Photo Credit: K. Ragesh

People across all age groups are drawn to social media food content, 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 serving traditional dishes,” says Athul K., 32, an IT professional from Kochi.

​Akshara Ashok, a banker from Pala, notes that while she previously relied on word-of-mouth recommendations from friends, she now checks videos and reviews before visiting a new venue. “A food video lasting less than a minute can be enough to make someone crave a dish they have never tasted before,” she adds.

​From regional biryani variations, colourful halwas, and creamy desserts to traditional Keralam meals, culinary content has emerged as some of the most engaging media online. Instagram Reels, YouTube videos, and other digital platforms have fundamentally reshaped how people explore dining options.

“All said and done , a great restaurant with a focus on authenticity and consistency will be a success regardless of publicity and hype,” says Sumesh Govind, CEO and proprietor of Paragon Group of Restaurants.

​This digital influence is reaching children early as well. “I like watching cooking videos, and sometimes I ask my mother to make the dishes I see online,” says Ananya S., a 12-year-old from Palakkad.

​Such content exposes younger audiences to new flavours and sparks curiosity about diverse culinary traditions. Besides, viral media is breathing new life into heritage cuisine. Dishes such as kanji, kappa and traditional meals have found new audiences when presented through attractive modern food content, according to Thankamma Joseph, a 67-year-old from Kottayam.

​Her grandchildren regularly show her videos highlighting classic recipes that are gaining newfound popularity, a trend she finds gratifying as it evokes fond memories of her youth.

​Even so, social media can cultivate unrealistic expectations. “Sometimes, the food looks much better in the video than it does on the plate,” says Fathima Sherin , homemaker, from Thrissur, adding this also reveals the importance of not depending entirely on viral content or vloggers’ opinions.

​These online trends are altering household dining routines.