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Dining Influencer Topped-up

Jun 13, 2022

COVID-19 has disrupted typical consumer behaviour habits on many levels. Consumer demand is going down, driving the rise of online shopping for all types of goods beyond fashion and dry goods to fresh produce delivery. These changing preferences are not likely to go back to pre-outbreak norms.

With rising trends of choosing to dine in and having friends over for dinner due to the health crisis, consumers have been missing out on the social behaviour called “Camera eats first”. This global behavioural phenomenon of people taking photos of their meals before they eat, and uploading them to their social media platforms is an enjoyable pursuit in their life. Consequently, today consumers are being denied from this pursuit that drives the confidence behind their self-representation and -expression.

How do we stay close and demonstrate purpose to consumers for conversion?

Where and when can we continue our branded dialogue with consumers?

What that translates for F&B Brands:

To embark beyond the digital platform to investing in technology, bridging the brand tow the unspoken, consumer desires easing their need to use food as an expressive vehicle. On social platforms such as Douying, WeChat and Bilibili, there has been an increased viewership as consumers have more time to browse and discover content. Brands are tapping on this social behaviour gap and giving their customers an aspirational platform as content creators by turning home meals into their own dining branded content.


  1. Facilitate consumers’ ongoing obsession towards food cinematography and photography; and,

  2. Nurture consumers’ aspiration and create positive memory structures.