Every Bite Is Paid For
When Food Content Stops Being Honest (And Starts Being Performance)
I can’t remember the last time I saw a food review that felt brutally honest.
Everything is delicious.
Every café is worth visiting.
Every noodle, burger, toast, or fusion dish is beautifully shot in cinematic 4K, with captions that say, “Must try!! 🤤🔥”
But where is the honesty?
Where is the restraint?
Where’s the simple “No, this wasn’t that good”?
It feels like food reviews, especially in Southeast Asia - have become a theatre of polite exaggeration.
And behind every enthusiastic bite is the same unspoken truth:
Every bite is paid for.
From Street Cred to Sponsored Spreads
Let’s not pretend this wasn’t inevitable.
Content creation needs money. Brands need reach. The influencer economy bridges that.
But in food content, something subtle has happened:
It’s no longer about the food. It’s about aesthetics. Applause. Approval.
Even the smallest creators now say:
“I just want to get invited.”
That’s the goal now - to be noticed enough to be fed.
Which means even unpaid creators are chasing the same playbook:
Film the hand lift.
Add the sizzling B-roll.
Say “worth it!” before they even chew.
And if you’re invited and you say something bad…
You don’t get invited again.
The Rise of “Safe” Positivity
What started as genuine discovery has morphed into a loop of safe positivity.
No one wants to be seen as “difficult.”
No one wants to risk being blacklisted from future invites.
So even when the food is mid, the lighting was bad, or the service was off, it’s often edited out.
Criticism doesn’t disappear because things got better.
It disappears because criticism got inconvenient.
We’re not watching food content anymore.
We’re watching relationship management dressed as reviews.
The Buyer Is Being Conditioned
Here’s the most dangerous part. This is about us.
We’re being conditioned to trust what’s trending.
We screenshot cafés because they’re pretty, not because they’re good.
We scroll past mixed reviews.
We amplify the overly positive ones.
And slowly, we start using the same language:
“Aesthetic place.”
“IG-worthy vibes.”
“Worth the hype!”
Even when we haven’t been there.
Even when we didn’t enjoy it that much.
We’re not just passive consumers anymore.
We’re complicit promoters.
The Impact on Real Reviews
All of this creates a chilling effect on those who want to tell the truth.
When someone posts an honest critique, (even if it’s respectful) the backlash is swift:
“You’re so picky!”
“Small business leh!”
“You expect Michelin ah?”
We’ve created an environment where honesty feels mean.
Where food content can only exist in two extremes:
Glowing praise
Destructive hate
There’s no room for the middle ground.
No space for thoughtful, balanced feedback.
We’ve Lost the Language of Feedback
Not everything has to be viral.
Not everything has to be “next-level.”
But in a world chasing algorithmic relevance, nuance dies.
We don’t say:
“It was okay, but I wouldn’t return.”
“The flavour profile was flat.”
“Good for photos, but the food’s a 6/10.”
Instead, we say nothing or we lie.
And over time, this shapes the entire ecosystem:
Restaurants cater to content, not palates.
Diners choose based on likes, not taste.
Creators smile even when the experience was ‘meh’.
We’re not building trust.
We’re building performance loops.
It’s Not Just About Food
This isn’t just a rant about influencers or bad reviews.
This is a warning about how we consume.
If you don’t trust what you’re watching…
If you feel let down after trying the places that were “OMG MUST TRY”…
Then maybe it’s time to realize:
You’re not just watching the food scene.
You’re part of what’s shaping it.
And unless we change how we engage,
Nothing changes how it’s made.
How to Eat With Integrity (Even Online)
Look, you can’t change the whole system overnight.
But you can change how you show up in it.
Here’s how to start:
1. Ask Better Questions
Instead of commenting “Looks 🔥🔥🔥”, try:
“What was the texture like?”
“Would you go back if it wasn’t comped?”
“How’s the portion vs price?”
Make the creator earn the partnership.
That’s not bullying. That’s accountability.
2. Reward Real Feedback
When someone shares a mixed review, back them up.
Like it. Share it. Comment with support.
Let the algorithm know that honesty still has a place here.
3. Stop Saving Everything That’s Pretty
The save button sends a signal. It tells platforms:
“Show me more like this.”
So before you save a dish that’s perfectly plated, ask:
“Would I actually eat this?”
“Or am I just reacting to the aesthetic?”
Save what’s real, not just what’s viral.
4. Stop Expecting Influencers to Be Critics
Creators are part of the machine.
Some are thoughtful. Others are just fulfilling a brief.
Instead of blaming them, learn to filter for yourself.
Follow a few who’ve proven they don’t just promote - they actually observe.
5. Put Your Money Where Your Mouth Isn’t
Skip the viral spot this weekend.
Go support the small warung or café that doesn’t shout, but instead - serves with consistency.
Better yet, post your own honest review.
No filters. No flatlays. Just the truth.
Guys, we don’t need to cancel the hype.
We just need to balance it with grounded demand.
And buyers shape the demand.
You may not be the influencer.
But you are the influence.
Sufi - signing off for 84 Musing