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

Traditional Onam sadya served in banana leaf

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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)

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

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