How viral food reels are reshaping Kerala's dining and cooking habits

For many young people in Kerala, the decision to try a new restaurant increasingly begins with a smartphone screen. Athira K.B., a 22-year-old college student in Kozhikode, says a restaurant that regularly appears on her Instagram feed instantly sparks her curiosity. "If a restaurant regularly pops up on my feed, I instantly feel like checking out what makes it so special," she explains.

This behaviour is not confined to Gen Z. Across age groups, Keralites are turning to social media creators for both restaurant recommendations and home-cooking inspiration. Athul K., a 32-year-old IT professional from Kochi, says he still prefers food that reminds him of his mother's cooking, but social media has helped him discover restaurants serving traditional dishes. Akshara Ashok, a banker from Pala, notes that she now checks videos and reviews before visiting a new venue, a shift from relying solely on word-of-mouth. "A food video lasting less than a minute can be enough to make someone crave a dish they have never tasted before," she adds.

Culinary content — from regional biryani variations and colourful halwas to creamy desserts and full traditional meals — has become some of the most engaging material online. Instagram Reels and YouTube videos have fundamentally changed how people explore dining options. The influence reaches children too. Ananya S., a 12-year-old from Palakkad, says she watches cooking videos and sometimes asks her mother to make the dishes she sees online.

This digital exposure is also breathing new life into heritage cuisine. Thankamma Joseph, a 67-year-old from Kottayam, observes that dishes such as kanji, kappa, and traditional meals have found new audiences when presented through attractive modern content. Her grandchildren regularly show her videos highlighting classic recipes gaining newfound popularity, a trend she finds gratifying as it evokes fond memories of her youth.

However, the trend has a downside. Fathima Sherin, a homemaker from Thrissur, points out that food often looks better in videos than on the plate, underscoring the importance of not depending entirely on viral content or vloggers' opinions. Suma Rajan, a homemaker from Koothuparamba, says her children now ask her to make dishes they see in videos, altering household dining routines.

Despite the hype, industry veterans caution that substance still matters. Sumesh Govind, CEO and proprietor of Paragon Group of Restaurants, says a great restaurant with a focus on authenticity and consistency will succeed regardless of publicity. Meanwhile, the trend is encouraging culinary exploration. Alwin Jose, a 23-year-old college student from Alappuzha, says he has started trying dishes from other parts of Kerala after watching food videos.