WHAT IS A FOOD INFLUENCER?

When Juri Imao, more popularly known to his 1.6 million Instagram followers as Jujumao, thought of making chicharron guacamole in one of his cooking videos, never in his wildest dreams did he expect it to direct him to a glamorous career in food, far from what he was doing before, which was real estate.

- NINO ANGELO COMSTI

It was the same for self-taught baker Shivesh Bhatia from Delhi, India, who has already amassed 3.6 million loyal patrons and produced five cookbooks, as a result of the success of his blog.

The role of food influencers is to make food instantly accessible and aspirational, creating visuals and narratives that can make people want to ‘eat the camera.’

Professional voiceover artist Stefan Johnson struck gold doing comedic food reviews on TikTok, while 21-year-old German Maya Leinenbach became an overnight sensation when her Instagram reels featuring vegan recipes went viral.

They all come from different backgrounds and vary in age and careers but one thing ties them altogether — they’re among the world’s most influential foodies.

Given today’s content-driven landscape, practically anyone can claim to be a food influencer.

“There is really no such thing as ‘qualifications.’ Social media has democratized influence and consumers today are the ultimate arbiters of who's influential to them. You can be a geeky home cook or a celebrity,” says Cathy Feliciano-Chon, managing partner at FINN, the PR agency for Asia’s 50 Best Awards and the upcoming Terra Madre Asia and the Pacific. “It ultimately comes down to your content and how engaging it is.”