Content Creation of Local Cuisine on TikTok: A Case Study of “Bella Withi Thai

Abstract

         The TikTok application has transformed the digital media landscape in Thailand, reshaping paradigms and empowering users to become content creators with ease and diversity. Bella Withi Thai serves as a compelling case study in the popularization of local cuisine content on this platform. This article aims to examine the presentational strategies in both form and content by analyzing the twelve most-viewed videos—one from each month—in 2024.

         The findings reveal that the content creator effectively employs various techniques in both stylistic and thematic dimensions. In terms of form, the videos utilize cinematic techniques, editing styles, sound design, and the use of local dialects, all of which align with platform characteristics and contemporary audience preferences. These techniques successfully create immersive atmospheres and emotional engagement. Regarding content, the creator emphasizes topics that highlight local ingredients, maintains coherent storytelling structures, and presents Thai cultural values in a manner that is simple and accessible to viewers. The integration of entertainment and cultural communication enhances the channel’s distinctive identity and fosters wide audience engagement. This approach strengthens emotional resonance and facilitates long-term content recall among viewers.