Hello, Can you imagine the words “Food and Porn” side by side? Or did you know that when you search the hashtag #foodporn on Instagram, you’ll find exactly 185 million posts?
Hello,
Can you imagine the words “Food and Porn” side by side? Or did you know that when you search the hashtag #foodporn on Instagram, you’ll find exactly 185 million posts?
So, what is #FoodPorn?
Here’s the thing: “Food Porn” is a term that has been frequently mentioned on social media — especially on Instagram — over the past few years. Its meaning is this: sharing food images not randomly, but in a way that makes them look the most appealing and delicious possible. In other words, adding erotic connotations to food. Visuals or videos such as a profiterole with sauce dripping from the spoon or a hamburger with its fillings clearly visible fit perfectly into this category. Of course, this was when “Food Porn” first emerged. Now, as the concept has become widespread, it has taken on a completely different dimension.
For example, Nusret…
Speaking of Nusret, let’s admit it first. At first, when we watched Nusret’s meat-cutting videos, most of us didn’t think such a massive brand could emerge from it. Why? Because a man who worked as an apprentice in Istanbul butcher shops was slapping and massaging meat before slicing it and sharing these videos on his personal Instagram account. Naturally, this caused quite a stir.
Aside from the concept of “Food Porn,” considering how unconventional this style was and how much criticism it received, the idea that it could lead to a brand seemed very unlikely at that time.
But even someone completely unfamiliar with the concept must have sensed something peculiar while watching Nusret’s videos. Otherwise, why would someone caress and slap the meat before slicing it? Nusret’s videos didn’t just spark controversy; they were also imitated by many people. In a sense, we can say they went viral. Instagram’s “Explore” section is still full of meat videos similar to Nusret’s.
By the way, the hashtag #SaltBae first used by Nusret has been used in 707,000 posts on Instagram. So, we can consider it our national hashtag that even earned him a flag-raising moment.
With millions of followers and restaurants now hosting the world’s most famous figures in both New York and Dubai, Nusret — even if he wasn’t among the first to catch the trend — was one of those who used it best and took it to another level. What he did was simply adapt the kind of sensuality we were used to seeing only in movies or in certain ice cream and car commercials, to meat. And that’s exactly what food porn is.
In short, these days, it’s no longer enough to make a product look nice to sell it. That’s why both small businesses and big brands that are aware of this turn to methods like “food porn” to trigger consumers’ sexual impulses in their minds to promote their products.
How much further this trend will evolve in the future — we’ll just have to wait and see.
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