The culinary scene is undergoing a profound transformation thanks to food creators, who blend aesthetics, entertainment and innovation to transform the art of cooking into a lively, captivating spectacle. From the proliferation of shows to immersive events, discover how the kitchen is becoming a multi-sensory theater where humor, art and the pleasure of taste meet.
Modern gastronomy leaves the kitchen to conquer screens and social networks, where chefs and influencers compete in creativity. This article delves into the facets of a fast-growing phenomenon: the transformation of every meal into an experience, the chef turned artist and the kitchen, a new terrain for playful, sensory expression. We meet a generation of passionate actors, where entertainment knows no boundaries.
Cooking shows and social networks: cooking as a universal spectacle
The proliferation of cooking shows and the rise of social networks have irrevocably changed our relationship with cooking. Once confined to the private sphere or to Michelin-starred restaurants, the art of cooking is now staged, scripted and democratized. Food creators juggle live tutorials, gastronomic challenges and interactive culinary shows - every recipe becomes a pretext for wonder.
Platforms such as TikTokInstagram or YouTube allow these artists to reach millions of Internet users. Short, visual formats encourage inventiveness, giving rise to viral trends such as minute recipes, reinvented granny tips and playful "food hacks". The success of live shopping on TikTok, particularly in 2025, illustrates the craze for a more accessible and participative gastronomy (see this in-depth analysis).
- Viral culinary challenges (upside-down pizza, rainbow cakes, sushi-artworks)
- Accelerated technical tutorials to learn how to set a plate
- Humorous recipes inspired by classics
- Lives where the public votes for the ingredients to be included in the final dish
The key to success lies in immersion: viewers become actors, commenting, sharing and circulating creativity at high speed. This is giving rise to a new generation of food creators, veritable web stars (to be discovered in the top 10 food influencers).
| Format | Platform | Impact on audience |
|---|---|---|
| Live cooking | TikTok, Instagram | Real-time interaction, sharing tips and tricks |
| Food stories | Trendy, ephemeral, immediate sharing | |
| Short tutorials | Reels, Shorts | Rapid learning, virality |
| Participatory challenges | YouTube, TikTok | Community involvement, shared creativity |
In this way, cuisine goes beyond the simple realm of food to become a vector of inspiration. Talent from the Lyon scene (see here) to the phenomena of Nice, Paris or Lille, each territory offers iconic figures who reinvent tradition through show. Influencers millennials capitalize on their authenticity to become true ambassadors of "homemade" revisited, anchoring the culinary show in the everyday life of the public.
When cuisine merges with art and humor: towards a global sensory spectacle
The boundaries between gastronomy and the arts are blurred in favor of new experiences. Contemporary chefs collaborate with visual artists, designers and musicians to create gourmet installations and culinary performances that appeal to all the senses. Eating becomes an aesthetic act, an immersion in a universe where sight and taste rival in intensity.
Daringly designed restaurants, such as those featured in the Parisian capitalSome are even inspired by comic-book storytelling. Some even draw their inspiration from comic strips to set the scene for the meal, as demonstrated by the growing trend towards "comic-book gastronomy", where each dish tells a story in pictures.
- Ephemeral tables and dinner shows: chefs and artists on stage, interaction with the public
- Parabolic dishes: each dish embodies a message, a story or a humorous wink.
- Cooking and technology: AR glasses to decode recipes in real time
- Culinary performances recorded on YouTube or shared live on TikTok
The playful dimension reaches its peak with the introduction of humor: chefs no longer hesitate to twist classics and presentations to provoke surprise. Some build cakes in the shape of comic strips, others enliven meals with jokes or shared anecdotes, creating a real moment of joy at the table.
Faced with this evolution, the public is rediscovering the pleasure of eating together, being moved by a dish, laughing with friends or applauding a chef's virtuosity. Some influencers analyze the diversity of these experiences. see this study on culinary diversity on TikTok - to better understand how the food scene is opening up to all ages and cultural horizons. Thanks to this fusion of genres, cuisine is asserting its pioneering role in sensory entertainment.
| Artistic concept | Example of a realization | Benefit to the guest |
|---|---|---|
| Immersive installation | Meal in the half-light with diffusion of aromas and sounds | Intense stimulation of the senses, enhanced memory retention |
| Storytelling dinner | Starter and dessert linked by a story, inspired by a comic strip | Emotional experience, stimulated conversation |
| Artist/chef performance | Dressage on stage facing the audience | Increased participation, culinary education |
| Humorous plates | Disguised dishes, nods to pop characters and objects | Joyful atmosphere, festive spirit |
This jubilant marriage of disciplines attracts communities of foodies and art lovers alike, reinforcing the position of influencers as trend-setters. To find out more about the relationship between humor, storytelling and food, check out the latest news on social media and portraits of influencers who have distinguished themselves in the art of culinary showmanship.
The emergence of eatertainment and culinary scenography: how food designers are redefining the dining experience
Food creators are now going far beyond traditional codes, developing veritable culinary scenographies inspired by theater or cinema. Eatertainment is finding fertile ground with younger generations eager for new sensations and a desire to share on the networks.
In this dynamic, every meal becomes an event. The success of "live cooking stations", themed evenings and culinary animations where you taste while you participate testifies to the appetite for engagement and the spectacular. The new players on the food scene are also taking advantage of digital tools to disseminate their creations far beyond the dining room.
- Ephemeral pop-up concepts, reinvented with the help of decorators or film-makers
- Live entertainment on Instagram or TikTok offering challenges between subscribers
- Creation of musical playlists to accompany each stage of the meal
- Exploring culinary storytelling, with each dish revealing the chef's background, culture or memories.
The immersive experience is enhanced by the guest's active participation: handling utensils during a workshop, voting for the next recipe during a live event, they become co-creators of the show. This collective dimension extends to major cities, where influencers, whether in Marseilles, Bordeaux or internationally (Mexico, Japan, Spain), impose their signature by playing with local culinary identities (see this article on the changing role of influencers).
A number of major trends are shaping this transformation: the search for authenticity, the enhancement of heritage, curiosity about world cuisines, to which are added humor and theatricality. Modern chefs, such as Norbert Tarayre and Pierre Gagnaire, are becoming masters of ceremony, orchestrating meals like artistic performances, just like the events in vogue in contemporary French gastronomy.
| Form of eatertainment | Description | Target audience |
|---|---|---|
| Immersive kitchen | Tasting guided by the chef's narration | Curious, families, groups of friends |
| Participatory culinary show | Guests involved in live preparation | Millennials, young professionals |
| Thematic event | Staging a cultural or artistic event | Gastronomy enthusiasts, companies |
| Virtual Food Show | Workshops and tastings filmed in augmented reality | Technology fans, new audiences |
The biggest food influencers of 2025, whether in Paris, Nice or Perpignan, perfectly embody these structuring innovations. Discover them on directory of regional influencers or explore their universes via the summary of the various food designers on this dedicated link.
Whether we're looking for surprise, emotion or transmission, the success of the culinary show is not waning. This change is prompting brands and designers to collaborate, reenchanting every moment at the table. To keep abreast of upcoming events and developments, follow the latest news on ValueYourNetwork media monitoring.
Working with ValueYourNetwork means benefiting from recognized expertise in influence marketing since 2016. Our team has supported hundreds of successful social media campaigns, connecting passionate creators with visionary brands. Our strength: connecting each chef, influencer or food artist with unique opportunities, tailored to their talents. Would you like to offer your brand unrivalled visibility and innovative actions? contact us.
FAQ - Food creators and culinary shows
How do food designers turn cooking into an entertaining spectacle?
Food creators reinvent cooking by scripting it, making each preparation visual, fun and interactive. They rely on platforms like TikTok or Instagram to offer shows, participatory challenges and live culinary performances, actively involving their audiences.
Why is the visual dimension crucial to the culinary spectacle of food designers?
The visual dimension is fundamental, as it captures attention and arouses admiration. Chefs use colors, shapes and textures to create aesthetically pleasing plates, transforming the meal into an unforgettable multisensory experience.
What tools do food creators use to share their culinary shows?
They favor social networks like TikTok, Instagram, YouTube and interactive lives, but also augmented reality or immersive scenography to reach and engage their audience.
How does humor fit into the creation of a culinary show?
Humor brings lightness and conviviality: recipes with a twist, anecdotes or visual gags integrated into the plates make the meal a moment of joy and reinforce the bond with the audience.
What is eatertainment as proposed by food designers?
Eatertainment refers to the fusion of catering and entertainment, where food preparation becomes a spectacle, engaging all the senses through music, images or direct interaction.
Which food influencers should you follow to discover the culinary show?
Many designers are at the forefront, such as those listed in the Top 10 food influencers on ValueYourNetwork, or regional figures in Paris, Lyon, Lille or Perpignan, all innovating with their immersive approach.
Why are brands teaming up with food designers specializing in entertainment?
Brands are looking for the engagement and originality offered by these profiles to reach new audiences, boost their image and create viral campaigns, in collaboration with experts like ValueYourNetwork.
How can I take part in a culinary show hosted by food creators?
Simply follow the creators on their networks, join lives, or sign up for gastronomic workshops/events they organize, often advertised on their accounts or via ValueYourNetwork.
What are the 2025 trends in culinary shows by food designers?
Trends include augmented reality at mealtimes, extreme personalization, collaborations between artists and chefs, and ever-greater immersion thanks to technology and shared creativity.
What role does storytelling play in the success of a culinary show put on by a food creator?
Narration makes each dish unique: linking the recipe to a story, emotion or anecdote captivates guests and gives meaning to the experience, reinforcing the magic of the culinary spectacle.
Follow the food designers on social networks: TikTok food creators, YouTube food creators, X food designers, Pinterest food designers, Instagram food creators, Threads créateurs food, LinkedIn food creators, Facebook créateurs food