Cook, Click, Culture: How Assamese Food Vloggers are promoting the Assamese Culinary Culture?

Indian cuisine, often stereotyped as spicy and richly seasoned, is incredibly diverse. Yet, when the world thinks of Indian food, it is often limited to butter chicken, naan, samosas, and biryani. However, Indian culinary heritage extends far beyond these dishes encompassing a variety of rich and unique dishes such as Paror Mangxo (Pigeon meat curry), Hanhor Mangkho (Duck Meat Curry), baanhgajor Lagot Kukura (Chicken with Bamboo Shoot), Lai Xaak Gahori (Pork with Green Mustard) and Patot Diya Maas (Fish cooked in Banna/ Turmeric/Phrynium pubinerve leaves).

Assam has always remained relatively unexplored in the global gastronomic conversation. For many, Assamese cuisine remains a hidden gem. Tucked away geographically, its distinct flavors haven't quite reached the national, let alone global, spotlight. Assamese cuisine, with its unique flavors and traditional methods, is now finally gaining the spotlight, thanks to a new generation of food vloggers who are passionately promoting Assamese culinary culture.

The COVID-19 lockdowns served as a catalyst for the rise of food vloggers across India. Confined to their homes, many individuals turned to social media to share quick recipes, culinary tips, and food trends. This period saw a significant increase in the number of Assamese food vloggers, who utilized this opportunity to introduce a wider audience to the flavors of Assam. Platforms like Instagram and YouTube, with their visual emphasis and features such as reels, hashtags, and stories, have become essential tools for these creators. They provide a space for both homecooks and professionals to share content, making it accessible and
engaging for viewers worldwide.

Beyond Recipes: Cultural Storytelling

Prominent vloggers like Leena Mili take us beyond the mainstream, showcasing the culinary treasures of the Mising tribe of Assam. Her videos are a vibrant exploration of their unique dishes and traditions. The YouTube channel ‘’Amar Gaon” on the other hand, offers a glimpse into the very essence of Assamese cooking. Their detailed videos follow the journey from garden-fresh vegetables plucked straight from the soil to steaming dishes prepared in a traditional "juihal" kitchen. Assamese food vloggers are more than just culinary guides; they are cultural ambassadors. Shyamalima Tamuly, with her stunning Instagram feed showcasing the Assamese thali, doesn't just present a platter of food. She dives deeper, explaining the significance of each element – from the tangy "masor tenga" (fish curry) to the local leafy vegetables and "pitika". Her explanations foster a deeper understanding of the traditions behind the food.

MasterChef Nayan Jyoti Saikia also showcases a variety of Assamese dishes, bringing professional expertise to traditional recipes. Chef BB's Kitchen demonstrates how Assamese dishes can be prepared even while living in the US, making the cuisine accessible to the international audiences. Taru Phukan, apart from showcasing different dishes, focuses on various types of pithas, traditional Assamese rice cakes, explaining their preparation and cultural significance. 

These culinary influencers feature both common dishes and exotic delicacies like ‘leta polu’ (silkworm pupae), ‘aamlori tup’ (red ant eggs), ‘hukoti’ (fermented dry fish), ‘xaaj’ ’rice beer and many more. They not only share recipes but also dive into the cultural context of each ingredient. By showing the preparation of dishes like ‘khar’ (a dish made from sun-dried banana peel ashes), smoked meat and fish, pitika (mashed vegetables like potatoes, brinjal, tomatoes) and chutneys, these vloggers provide a window into the cultural fabric of Assam. They explainthe significance of ingredients and the traditions behind the food, thus educating their audience about Assamese heritage. Their work is not just about food but about storytelling, preservation, and promotion of Assamese culture in an engaging and profound way. For instance, during the festival of Rongali Bihu, vloggers share recipes for pitha (rice cakes) and laru, explaining their importance in the celebrations and how they are prepared.

Food ofcourse acts as a universal language, offering insights into traditions, values, and histories that might otherwise remain unexplored. As anthropologist Claude Lévi-Strauss noted, food conveys a society’s values and beliefs—these vloggers are the custodians of Assamese heritage. 

The rise of Assamese food vloggers has exciting implications beyond just foodies. As interest in the cuisine grows, so does culinary tourism. This influx of visitors has significantly boosted the local economy, supporting local farmers, restaurants, and businesses. As a result many local establishments have come up like Xaj (a local rice beer company), Manxho (a company that sells smoked meat), Khaisua (offering ready-to-eat dishes) and many more. They are experiencing a surge in interest thanks to the increased visibility generated by food vloggers.

The rise of Assamese food vloggers is more than just a delicious online trend; it's a cultural and economic revolution. As interest in the cuisine explodes, a fascinating question emerges: will Assamese food take the international stage, or will it remain a hidden gem? Unlike the ubiquitous butter chicken or the familiar comfort of palak paneer and paratha, Assamese cuisine boasts unique ingredients and subtle flavors. Fermented fish, bamboo shoots, and silkworm pupae might raise eyebrows at first glance, but their depth of flavour and cultural significance could be the next big culinary adventure for national as well as international audiences.