Culinary Globalisation: The Global Spread of Recipes through Instagram and the Impact on Traditional Kenyan Foods

Abstract

The importance of authentic traditional cuisines goes beyond nutritional benefits and sustenance. They represent cultural heritage and demand to be preserved. In an age where social media platforms inform and have the power to influence consumption choices, Kenyan traditional cuisine faces threats of abandonment for more “insta-worthy” dishes. This study examines the impact of Instagram on the globalisation of food culture and its implications on traditional Kenyan cuisines. Rooted in homogenization theory, the research explores whether Instagram promotes the erosion of local culinary practices by promoting other globally recognisable cuisines. A qualitative approach was applied, combining content analysis of 28 food bloggers’ Instagram accounts with semi-structured interviews involving chefs, bloggers, and Instagram users. Findings reveal that globally popular foods- particularly fast foods such as chicken wings- dominate in visibility, while Kenyan local dishes are underrepresented, to the extent of being described as “boring”. Kenyan food bloggers often fuse traditional foods with global elements to enhance engagement, but risk diluting the authenticity of the dishes. In a rather unexpected turn, the study also highlights some creators who have embraced traditional foods and cooking methods as their niche, attracting significantly higher engagement metrics compared to the modern creators. Several participants also expressed renewed interest in traditional foods for health reasons. The findings reflect a duality in Instagram's role, complicating the total homogenization assumption aided by digital spaces. The paper concludes by recommending stronger heritage preservation strategies, including UNESCO’s food heritage initiative, national cultural festivals, and leveraging social media to persuade younger generations to promote traditional culinary practices.