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IN age of algorithms and attention spans measured in seconds, food has taken on a surprising new role in youth culture. No longer just about nourishment or even taste, food has become a kind of digital performance — one that reflects how young people today express themselves, signal values and form communities online.

This shift was on full display in 2020, when millions of users — many of them teenagers or young adults — began posting videos of themselves whipping instant coffee into a frothy Dalgona drink. The phenomenon wasn’t just about caffeine; it was about routine, creativity and, most of all, belonging. Across borders and time zones, young people were engaging in a shared ritual, shaped entirely by what they were seeing on their screens.

Today, that dynamic has only intensified. Scroll through TikTok, Instagram Reels or YouTube Shorts and you’ll quickly encounter a stream of food-related content: aesthetic meal preps, chaotic snack hauls, elaborate food hacks or “What I Eat in a Day” montages soundtracked by trending audio. In these digital spaces, food isn’t just consumed — it’s curated, narrated and broadcast. For many young people, it plays a central role in how they construct identity in public.

Several factors contribute to this. First, social media platforms are fundamentally visual and food — with its textures, colours and rituals — makes for compelling content. A well-composed lunchbox or a slow-motion cheese pull appeals to both the senses and the algorithm. What performs well online is often not what’s practical or traditional but what’s eye-catching: rainbow bagels, pastel smoothie bowls and ramen “hacks” that prioritise spectacle over substance.

But these performances are not always shallow. In fact, food can serve as a meaningful medium for storytelling. For diasporic or culturally hybrid youth, sharing recipes or food routines can be a way of reconnecting with tradition, family or language. For others, especially those navigating mental health or body image, food content offers a controlled space to explore rituals of self-care or community — sometimes even solidarity. Posting what you eat isn’t just about showing off; it’s often about finding one’s people.

At the same time, the rise of digital food culture brings contradictions. Social media invites constant comparison and the seemingly harmless act of sharing meals can, for some, contribute to anxiety around lifestyle and appearance. “Clean eating” and aesthetic meal planning, while popular, can also mask pressures to conform to narrow wellness ideals. Just as beauty filters distort our perception of physical appearance, curated food content can distort what healthy eating looks like — or feels like.

There’s also the question of authenticity. As food becomes content, cultural traditions may be reduced to clickable formats. A traditional dish might be altered to suit international tastes or to fit into 30-second videos. This isn’t always a bad thing — after all, cultural exchange is inevitable — but it does raise questions about representation. When Malaysian foods like nasi lemak or kuih become part of global TikTok trends, who tells the story? And what gets left out?

On the flip side, digital food content can be surprisingly political. Many young creators use their platforms to advocate for sustainability, food justice or ethical consumption. The rise of zero-waste cooking, plant-based diets or budget-conscious meal planning reflects a generation that wants its values to align with its habits. In this way, food becomes soft activism — accessible, personal and shareable.

This digital food culture also reshapes physical habits. While older generations might have turned to cookbooks or family traditions, younger people are increasingly learning to cook — or eat — through short videos, influencers and trends.

What ties all this together is the idea that food, for today’s youth, is less about consumption and more about communication. In a world where identity is increasingly constructed online, what you eat — and how you present it — becomes a way to speak about who you are. Whether it’s a heritage dish, a viral snack trend or a humble cup of instant noodles, food tells a story. And in the hands of young creators, it often tells it well.

As observers — whether educators, marketers or policymakers — we would do well to pay attention. These shifts in digital food culture are not frivolous. They reveal much about how younger generations navigate values, tradition, technology and belonging. They remind us that even something as everyday as a meal can become a marker of identity in a screen-saturated world.

In the end, the question is no longer just what young people are eating but how and why — and increasingly, for whom.

Belinda is with Sunway University’s School of Hospitality and Tourism Management.

The views expressed here are the views of the writer and do not necessarily reflect those of the Daily Express. If you have something to share, write to us at: Forum@dailyexpress.com.my