From viral reels to traditional meals: The social media effect on food culture in Keralam
Social media platforms like Instagram and YouTube are significantly influencing dining habits in Keralam, with younger generations relying on digital content to discover restaurants and culinary trends. While traditional food remains popular, the way consumers choose where to eat is increasingly driven by viral visuals and online reviews.
Why it matters
This reflects a global shift in the hospitality industry where digital marketing and social media presence have become as critical as food quality for business success.
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
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