Why FoodTok’s Obsession with Wagyu and Caviar Signals a Need for Fresh Culinary Content – Insights from The Bucknellian

Have you noticed how food content dominates platforms like TikTok and Instagram? Creators like Zach Choi and Tzuyang are famous for mukbangs—eating large amounts of food on camera. YouTube’s Nick Digiovanni and Buzzfeed’s Tasty even created product lines featuring their recipes. Food competitions like “MasterChef” and “The Great British Bake Off” keep this trend alive on TV. Even comedy gets a taste of food culture, thanks to Nigel Ng and his character Uncle Roger, who humorously critiques dishes like egg fried rice.

Lately, much of the food content I see is all about luxury. Digiovanni’s videos include titles like “Only Eating Wagyu for 24 Hours” and “$300 Japanese A5 Drunken Wagyu.” He’s not alone; creators like Max the Meat Guy and Iron Chef Dad have also jumped on the Wagyu bandwagon. Prices for A5 Wagyu can start at $85 per pound, soaring over $250. Caviar isn’t far behind, with costs ranging from $45 to $595 per ounce. This kind of content often leaves viewers daydreaming about meals most can’t afford.

Buzzfeed’s “Worth It” series compares regular foods to their pricey counterparts, like “$3 Mac n Cheese vs. $195 Mac n Cheese.” It raises the question of whether spending that much on food is worthwhile. But who really has the budget for a $1,593 bento box or a $914 coffee? This emphasis on high prices can send a confusing message to viewers, especially kids, hinting that the tastiest food is also the costliest.

Interestingly, food doesn’t have to break the bank to be enjoyable. The best meals often happen over good company, not expensive ingredients. Shows like Netflix’s “Chef’s Table” or “Street Food” highlight personal stories that connect us through food. They remind us of relatable experiences, like eating instant ramen in college. Creator Lisa Nguyen even ran a series where she cooked for her neighbors, exemplifying food’s power to unite.

Statistics show that nearly 70% of Gen Z wishes for food experiences that focus on community rather than luxury. The younger generation craves authenticity over exclusivity.

Food truly is a universal language. No matter our differences, we all need to eat. It’s my hope that the internet creates a space where food connects people, rather than just garners views. Let’s celebrate meals made with heart and the shared experiences that come with them.



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