Nowadays, the Internet is the main source of culinary inspiration. According to the Food Trends report Pyszne.pl 2023/24 as many as 56% of young adults (18-24 years old) search for food-related content on TikTok and YouTube, and 48% search it on Instagram. On the occasion of the World Day of Social Networks, celebrated on June 30 Pyszne.pl he has prepared an overview of this year's culinary hits on the Internet.
- According To The Food Trends Report Pyszne.pl 2023/24, Poles most often look to the Internet for culinary inspiration (43% of respondents). Up to 32% of respondents recreate recipes found on social networks. 22% of respondents search the restaurant menu for dishes that they have seen on the Internet.
- The source of numerous culinary trends is for example South Korea. By data Pyszne.pl Korean cuisine is one of the most popular in Poland.
- In the Polish Internet, the name of viral has earned m.in basque cheesecake. This year's version of the Rozkoszny's recipe, with the addition of pistachio paste, was viewed by more people than live in the four largest Polish cities: Warsaw, Krakow, Wroclaw and Lodz.
- Pistachio is currently a hit. The popularity of this ingredient in the network is confirmed in the supply of food. For the last year on Pyszne.pl 68% more pistachio dishes were ordered than a year earlier.
Cookbooks, cooking programs or recipe magazines are still very important, but in terms of influencing culinary tastes or trends, they have long since given way to online sources. According to research Pyszne.pl Poles most often look for culinary inspiration on websites and blogs - 43% of respondents use them. Almost equally popular is YouTube (40%), and the following positions in the rating are occupied by referrals of friends and family (32% and 30%) and other social networks (29%). In the youngest group of respondents (18-24 years old), social platforms definitely rule – up to half of them search for information about new fashionable dishes.
– You may feel that almost every week there is a restaurant that has everything, or a dish that everyone eats. Culinary virals are a phenomenon that massively shapes our food choices. In the digitized world, we most often look for culinary inspiration on the Internet: on websites and blogs, and more recently, more often in the short form of videos on Instagram or TikTok. It is the commercials and tiktoks that reach dizzying impressions that have a big impact and reach the masses of people - comments in the food trends report Pyszne.pl 2023/24 one of Poland's leading culinary trendsetters, Michal Korkosz, known online as Rozkoszny.
Pistachio Basque Cheesecake, source: rozkoszny.pl
Viral on a plate
According to a study conducted by Pyszne.pl every third Pole prepares dishes based on recipes that they found on social networks. Every fifth person, on the other hand, searches the restaurant menu for a dish that they learned thanks to influential people. Moreover, up to 18% of respondents who visit restaurants or order home-delivered meals from them are based on the recommendations of Internet developers.
The scale of interest in cuisine in social networks proves the popularity of hashtags related to food. For example, the #foodtiktok tag has already been tagged on almost 10 million tiktoks, and #foodstagram-on more than 126 million Instagram posts. Visually appealing content that delivers entertainment at the same time is a recipe for a cooking viral. This year, unexpectedly, an inconspicuous strawberry covered in chocolate sauce was included in the list of the most popular tiktoks in history. The video has already been viewed 460 million times and has been liked by almost 51 million users.
And what products won the Internet in the first half of 2024?
Korean Wave
"It's three o'clock in the morning and I woke up very dehydrated, so I ordered hwachae," Korean influencer Amy Flamy's words uttered on TikTok turned into a meme for months, and the exotic dessert took over the platform. To date, about 11 million hwachae videos have been posted, and the original post has been viewed nearly 37 million times. How does it taste? In the traditional version, it is a punch made from fruit and edible flower petals. However, in the network, it reigns like a bowl of fruit, jelly and ice, filled with milk and ... a carbonated drink with lemon flavor. This isn't the only culinary trend originating in South Korea.
The creators are still happy to record the so-called mukbang. This is a video where they enjoy the taste of their favorite dishes in large quantities, most often burgers, wings or French fries. The format, launched more than a decade ago in Korea, continues to generate millions of views worldwide, including this year. According to Pyszne.pl report, also in Poland Korean cuisine is one of the TOP 3 fastest growing popular dishes, month after month, thanks to dishes like Korean fried chicken or kimchi, convincing more and more people.
Mukbang, source: cyprus-mail.com
A sweet treat for the eyes
Desserts such as tangulu, a Chinese delicacy, also went viral. Chinese treat - tanghulu also went viral. It's a fresh fruit in a sugar glaze, similar to glass. Basque cheesecake has been an unprecedented hit in Poland for several years. Mikhail Korkosh's recipe quickly gained a cult status. The video with instructions on how to bake the "king of all cheesecakes" has already been viewed 2.4 million times. On the canvas of this popularity shortly before Easter this year, many stores did not even have enough cream cheese, that is, a key ingredient. Restaurateurs have also responded to this trend. In Pyszne.pl -the largest service for ordering food in Poland-cheesecake can be found not only in the classic edition, but also in various versions, m.in. keto, vegan, or pistachio-flavored. This year's pistachio version was also offered by Delicious itself, and it was even more successful online than the original recipe – it currently has a whopping 4 million views on Instagram.
Pistachio as an ingredient is another vial in Poland that is currently celebrating its triumphs on the native Internet. The number of orders for dishes with added or flavored pistachios on Pyszne.pl it increased by 68% over the year. The most popular dishes with these nuts are pistachio baklava, pistachio croissant, pistachio tiramisu, the already mentioned Basque cheesecake with pistachios, pistachio cannoli and pistachio pampushki. The number of orders for desserts in general is also growing steadily.
However, Poles love not only sweets... in recent months, social networks took over for example "rustic cheese bread" or omelette sandwich. Seasonal dishes also often become Internet hits. Recently, the creators have surpassed themselves in the ideas of using beans or new potatoes. Recently, Rozkoszny presented, for example his version of the popular crumpled fried potatoes with herb sauce. What culinary trends will bring us the second half of the year? One thing is for 100% sure - we learn about them from social networks!
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
