Food: The Rise of the Soft Boy Cook: Gentleness and Sincerity Season the Food World

Why it is the topic trending:

• Emergence on Social Media: The trend was first noticed by the author through the online presence of chefs like Julius Roberts on platforms like Instagram and TikTok.

• Counter to Hypermasculine Cooking: "Soft boy cooks" represent a departure from the louder, more aggressive style of cooking often seen online, offering a gentler alternative.

• Charismatic Personalities: These chefs possess a palpable charisma and a boy-next-door appeal that resonates with audiences on social media.

• Focus on Seasonal and Thoughtful Cooking: Their approach emphasizes the nurturing of produce and the appreciation of seasonal ingredients.

• Sincerity and Understated Style: Their cooking style feels genuine, understated, and sincere, even when technically skilled ("cheffy").

• Media Attention: The New York Times article itself highlights and names this trend, bringing it to a wider audience and sparking conversation.

• Contrast to "Protein-Maxxing": The trend is explicitly positioned as the opposite of the current cultural bent towards excessive meat consumption.

• Connection to Idyllic Farm Life: Chefs like Julius Roberts showcase a romanticized and peaceful connection to food through their farm settings.

• Appeal of Delicacy and Thoughtfulness: The article suggests a desire among viewers for a more thoughtful and less aggressive approach to cooking online.

• Highlighting a Specific Persona: The term "soft boy cook" provides a specific label for a recognizable type of online culinary personality.

Overview:

The article explores the emergence of a new type of culinary personality online, dubbed "soft boy cooks." These chefs, exemplified by figures like Julius Roberts and Jonah Reider, present a gentle, understated, and sincere approach to cooking on social media platforms like Instagram and TikTok. This style stands in contrast to the often louder and more hypermasculine cooking content prevalent online. Soft boy cooks emphasize seasonal ingredients, thoughtful preparation, and a nurturing approach to food, often showcasing an idyllic lifestyle connected to farming or a deep appreciation for fresh produce. The article suggests that this trend resonates with audiences seeking a more tender and focused perspective on cooking.

Detailed Findings:

• Discovery Through Social Media: The author first noticed this trend by observing British chef Julius Roberts's videos on Instagram showcasing his farm life and seasonal cooking.

• Characteristics of Soft Boy Cooks: Their cooking is described as gentle, understated, sincere, and often focused on seasonal ingredients. They possess charisma and a boy-next-door appeal.

• Contrast with Hypermasculine Cooking: This trend is presented as the antithesis of aggressive online cooking that features excessive portions, rapid editing, and loud noises.

• Emphasis on Nurturing Produce: Soft boy cooks focus on appreciating and showcasing the natural beauty of ingredients rather than manipulating them into overly technical preparations.

• Appreciation for Seasonal Ingredients: They celebrate the arrival of seasonal produce like ramps and tomatoes with a sense of reverence.

• Dessert is Often Fruit: This highlights a simpler and more natural approach to cooking and eating.

• Jonah Reider as an Example: The article mentions Jonah Reider, who gained fame for his dorm room supper club, as another example of a soft boy cook due to his delicate and market-driven dishes.

• Reider's Culinary Journey: Reider was inspired by chef Gabrielle Hamilton's simple yet sophisticated cooking at her former restaurant Prune.

• Shift Away from Traditional Restaurant Careers: Reider's choice to explore cooking in his own way rather than pursuing a traditional restaurant chef career is also noted.

• "Simple but not" Cooking: Gabrielle Hamilton's style, which influenced Reider, is described as appearing simple but conveying a deep level of experience and ease.

Key success factors of product (trend):

• Authenticity and Sincerity: The genuine and unpretentious approach of soft boy cooks resonates with viewers.

• Relatability: Their cooking often feels achievable for home cooks, even with cheffy touches.

• Aesthetic Appeal: The focus on fresh, seasonal produce and a gentle presentation style can be visually appealing.

• Calming and Soothing Content: In contrast to more chaotic online content, their videos often have a calming and therapeutic quality.

• Connection to Nature and Simplicity: The emphasis on farm life and seasonal eating appeals to a desire for a simpler, more connected way of life.

• Charismatic Personalities: The likeable and approachable nature of these chefs draws in viewers and creates a connection.

• Filling a Niche: They cater to an audience seeking an alternative to the often aggressive and competitive atmosphere of traditional culinary media.

Key Takeaway:

The emergence of "soft boy cooks" on social media represents a shift towards a gentler, more sincere, and seasonal approach to cooking online, offering a refreshing contrast to hypermasculine styles and resonating with audiences seeking authenticity and a connection to simple, well-prepared food.

Main trend:

The main trend is the diversification of culinary voices and styles online, with a growing appreciation for approaches that emphasize gentleness, seasonality, and authenticity alongside traditional, more assertive culinary content.

Description of the trend:

Gentle and Authentic Culinary Expression: This trend describes the rise of online culinary personalities who present a more tender, sincere, and thoughtful approach to cooking. These individuals often focus on the beauty of seasonal ingredients, emphasize sustainable practices (as suggested by the farm life aspect), and connect with their audience through a calm and approachable demeanor. This trend reflects a desire for authenticity and a more nurturing perspective within the often competitive and high-energy world of online food content.

What is consumer motivation:

• Seeking Authenticity: Viewers may be drawn to the genuine and unpretentious nature of soft boy cooks.

• Desire for Calm and Relaxation: Their content can offer a soothing and calming viewing experience.

• Appreciation for Simplicity and Nature: The focus on seasonal ingredients and often farm-based lifestyles can appeal to those seeking a connection to nature and simpler ways of life.

• Relatability and Approachability: Their cooking might feel more achievable and less intimidating for home cooks.

• Finding Connection with Charismatic Personalities: Viewers may enjoy the likable and boy-next-door personas of these chefs.

• Looking for Inspiration in Seasonal Cooking: Their emphasis on fresh, seasonal produce can inspire viewers in their own cooking.

• Counter to Online Noise: Their gentle approach can provide a welcome contrast to the often loud and overwhelming content found online.

What is driving trend:

• Saturation of Traditional Culinary Content: The online cooking space has become saturated with more conventional styles, creating an opportunity for alternative approaches to gain attention.

• Increased Awareness of Sustainability and Seasonal Eating: Growing consciousness about food systems and the benefits of eating seasonally aligns with the ethos of soft boy cooks.

• Demand for Diverse Voices in Media: Audiences are increasingly seeking out a variety of perspectives and personalities online, including those who offer a gentler approach.

• Social Media Algorithms: Platforms like Instagram and TikTok can amplify content that resonates with specific niches, allowing trends like this to gain visibility.

• Desire for Connection and Community: Soft boy cooks often foster a sense of community with their followers through their approachable style.

• Response to Cultural Shifts: This trend could also be seen as a response to broader cultural conversations around masculinity and a move towards embracing softer, more sensitive expressions.

What is motivation beyond the trend:

• Seeking Comfort and Nostalgia: The emphasis on simpler times and natural ingredients might evoke feelings of comfort and nostalgia for some viewers.

• Value for Mindfulness and Presence: The more focused and tender approach to cooking can align with a desire for mindfulness and a greater appreciation for the process of food preparation.

• Appreciation for Beauty and Aesthetics: The gentle presentation of food and the often idyllic settings can appeal to a viewer's appreciation for beauty.

Description of consumers article is referring to:

Based on the article and general understanding of online food content consumption, the consumers this article is referring to can be characterized as follows:

• Seek Alternatives to Traditional Food Media: They may be looking for a different style of cooking content than the often high-energy, competitive, or technically focused videos found elsewhere.

• Appreciate Authenticity and Sincerity: They value genuine personalities and unpretentious approaches to cooking.

• Interested in Seasonal and Sustainable Practices: They may have an interest in knowing where their food comes from and appreciate the focus on fresh, local ingredients.

• Value a Calming and Relaxing Viewing Experience: They might be drawn to content that offers a sense of peace and tranquility.

• Open to Learning in a Non-Intimidating Way: They may find the gentle approach more approachable and less overwhelming for learning new cooking techniques.

• Enjoy Lifestyle Content: The glimpses into farm life and the emphasis on a certain aesthetic suggest an overlap with those who enjoy lifestyle content.

• What is their age? Likely a broad range, potentially skewing slightly younger given the prevalence on platforms like TikTok and Instagram. However, the appeal of nostalgia and simple living can resonate with older demographics as well (20-50+).

• What is their gender? While the article focuses on male chefs, the audience is likely diverse and includes viewers of all genders who appreciate the style and content.

• What is their income? Difficult to infer directly, but given the focus on fresh, seasonal ingredients and often a connection to farming, there might be a slight lean towards those with disposable income to prioritize such ingredients, though this is not definitive.

• What is their lifestyle: They likely value a connection to food and may be interested in cooking as a hobby or as a way to live more mindfully. They might appreciate a slower pace and a focus on quality ingredients.

• What are their shopping preferences in the category article is referring to? They might prioritize buying fresh, seasonal produce from farmers' markets or local sources. They could also be interested in supporting sustainable and ethically produced food.

• Are they low, occasional or frequent category shoppers? Likely occasional to frequent consumers of online food content, depending on their interest in cooking and the specific chefs highlighted.

• What are their general shopping preferences-how they shop products, shopping motivations? They might be motivated by quality, seasonality, and ethical considerations when shopping for food. They could be influenced by the values and practices demonstrated by the soft boy cooks they follow.

• What kind of products they like: They would likely be interested in fresh produce, high-quality pantry staples, cookbooks that focus on seasonal cooking, and potentially even products related to a farm-to-table lifestyle.

Conclusion: The audience for "soft boy cooks" is likely diverse but united by an appreciation for a gentler, more authentic approach to cooking content that emphasizes seasonal ingredients, mindful preparation, and a connection to nature.

Conclusions:

The emergence of soft boy cooks represents a refreshing and welcome shift in the online culinary landscape. It highlights a growing appreciation for authenticity, gentleness, and a focus on the natural beauty of food. This trend not only provides a contrast to more assertive styles but also resonates with a significant audience seeking a more tender and thoughtful connection to cooking.

Implications for brands (chefs/food media):

• Opportunity for Niche Content: There is a clear audience for culinary content that emphasizes gentleness, seasonality, and authenticity.

• Building a Strong Personal Brand: Chefs who embrace this style can differentiate themselves and build a loyal following based on their sincerity and approachability.

• Collaborations with Sustainable Producers: Partnering with local farms and sustainable food producers aligns perfectly with the ethos of this trend.

• Creating Calming and Visually Appealing Content: Focusing on soothing visuals and a relaxed presentation style can enhance engagement.

• Emphasis on Storytelling: Sharing the stories behind the ingredients and the cooking process can further connect with viewers.

• Potential for Cookbooks and Merchandise: The distinct brand and appeal of soft boy cooks can translate into successful cookbooks and related merchandise.

Implication for society:

• Promoting a More Nurturing Relationship with Food: This trend can encourage a gentler and more appreciative approach to ingredients and cooking.

• Highlighting the Beauty of Seasonal Produce: It can raise awareness about the importance and appeal of eating seasonally.

• Diversifying Representations of Masculinity in the Kitchen: It offers a counter-narrative to traditional hypermasculine portrayals of chefs.

• Encouraging a More Mindful Approach to Cooking: The focus on the process and the ingredients can foster a greater sense of mindfulness in the kitchen.

Implications for consumers (audience/followers):

• Access to Diverse Culinary Perspectives: Consumers have more options for online cooking content that aligns with different preferences.

• Inspiration for Simple and Seasonal Cooking: They can find inspiration for creating delicious meals using fresh, seasonal ingredients.

• A Calming and Enjoyable Viewing Experience: They can find online cooking content that is relaxing and aesthetically pleasing.

• Learning in a Less Intimidating Environment: The gentle approach can make learning new cooking techniques feel more accessible.

• Connection with Like-Minded Individuals: They can connect with a community that shares an appreciation for this style of cooking.

Implication for Future:

• Continued Growth of Niche Culinary Content: Expect to see more specialized and personality-driven approaches to online cooking.

• Blurring Lines Between Chef and Influencer: The success of soft boy cooks highlights the increasing role of personality and online presence in the culinary world.

• Potential Influence on Mainstream Culinary Media: The popularity of this trend could inspire more mainstream media to feature chefs with a similar style.

• Increased Focus on Sustainability and Ethical Food Practices: The values often associated with soft boy cooks (seasonality, local sourcing) may become more prominent in the broader culinary landscape.

Consumer Trend:

Authentic and Gentle Expression: Consumers are increasingly drawn to content creators who present their passions with sincerity and a gentle, approachable demeanor.

Consumer Sub Trend:

Mindful and Seasonal Consumption: There is a growing interest in consuming content and products that align with mindful living and an appreciation for seasonal cycles.

Big Social Trend:

Diversification of Masculinity: Society is seeing a broader acceptance and celebration of diverse expressions of masculinity, including traits like sensitivity and nurturing.

Worldwide Social Trend:

The Rise of Niche Online Communities: The internet allows for the formation and flourishing of communities built around specific interests and values, such as a particular style of cooking.

Social Drive:

Seeking Connection and Inspiration: People are looking for online content that not only informs but also inspires and fosters a sense of connection with the creator and other viewers.

Learnings for brands (chefs/food media) to use in 2025:

• Embrace Authenticity: Be true to your personal style and values when creating content.

• Focus on Quality Over Quantity: Prioritize creating well-crafted and thoughtful content.

• Connect with Your Audience: Foster a sense of community and engage with your followers in a genuine way.

• Highlight Your Unique Perspective: Identify what makes your approach to cooking different and emphasize that.

• Collaborate with Creators Who Share Your Values: Partner with others who align with your brand and message.

Strategy Recommendations for brands (chefs/food media) to follow in 2025:

• Develop a Strong Visual Aesthetic: Focus on creating visually appealing content that reflects the gentle and often natural style.

• Share Personal Stories and Values: Connect with your audience on a deeper level by sharing your personal journey and motivations.

• Create Content Regularly and Consistently: Maintain a consistent presence to keep your audience engaged.

• Engage with Comments and Messages: Respond to your followers to build a stronger sense of community.

• Explore Different Content Formats: Experiment with videos, photos, live streams, and written content to reach a wider audience.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, the growing consumer appreciation for authentic and gentle expression, particularly within the culinary world as seen in the rise of "soft boy cooks," signals an opportunity for chefs and food media to cultivate genuine online personas that emphasize seasonality, mindfulness, and a nurturing approach to food, thereby connecting with a dedicated audience seeking inspiration beyond traditional formats.

Final Note:

• Core Trend: Authentic and Gentle Culinary Expression: A growing appreciation for sincere and tender approaches to cooking content online.

• Core Strategy: Embrace Personal Authenticity and Seasonal Focus: Chefs and food media should cultivate a genuine online presence that highlights their unique connection to seasonal ingredients and a gentle cooking style.

• Core Industry Trend: Diversification of Online Culinary Personalities: The online cooking space is expanding to include a wider range of styles and approaches beyond traditional formats.

• Core Consumer Motivation: Seeking Authenticity, Calm, and Connection in Culinary Content: Viewers are drawn to online cooking content that feels genuine, offers a sense of peace, and fosters a connection with the creator.

Final Conclusion:

The emergence of "soft boy cooks" demonstrates a significant shift in what resonates with audiences in the online culinary world. By embracing authenticity, gentleness, and a focus on the natural beauty of food, these chefs are tapping into a desire for content that is not only informative but also comforting and inspiring. This trend suggests a promising future for culinary creators who prioritize sincerity and a more tender approach to their craft.

Core Trend Detailed:

The core trend of Authentic and Gentle Culinary Expression signifies a move away from the often high-pressure and competitive atmosphere traditionally associated with the culinary world, particularly as portrayed in media. It represents a desire for a more personal and genuine connection with food and those who create it. This trend emphasizes the beauty of natural ingredients, the importance of sustainable practices (implied through seasonality and farm life), and a calm, thoughtful approach to the cooking process. It speaks to a yearning for simplicity, sincerity, and a deeper appreciation for the journey of food from its source to the plate. This trend is not about lacking skill or expertise but rather about presenting that skill with a softer, more relatable touch.

Key Characteristics of the Core trend:

• Emphasis on Sincerity and Authenticity: Creators present their genuine selves and their true passion for food.

• Focus on Seasonal and Locally Sourced Ingredients: Highlighting the beauty and flavor of what is fresh and available.

• Gentle and Thoughtful Approach to Cooking: The process is often portrayed as nurturing and mindful.

• Calming and Visually Appealing Content: The aesthetic tends to be natural, warm, and inviting.

• Connection to Nature and Simple Living: Often incorporating elements of farm life or a deep appreciation for the outdoors.

Market and Cultural Signals Supporting the Trend:

• Growing Interest in Sustainable and Ethical Food: Consumers are increasingly concerned about where their food comes from and how it's produced.

• Desire for More Authentic Social Media Experiences: Users are often seeking out creators who feel real and relatable.

• Increased Focus on Mental Health and Well-being: The calming nature of this content can be appealing to those seeking stress relief and relaxation.

• Counter-Reaction to "Hustle Culture" and Overly Competitive Environments: This trend offers a refreshing alternative to high-pressure portrayals of the culinary world.

How the Trend Is Changing Consumer Behavior:

• Seeking Out Content Creators with a Gentle Style: Viewers are actively looking for and following chefs who embody these qualities.

• Trying More Seasonal and Simple Recipes: Inspired by the content, viewers may be more inclined to cook with fresh, local ingredients.

• Developing a More Mindful Approach to Cooking: The emphasis on the process may encourage viewers to slow down and enjoy cooking more.

Implications Across the Ecosystem:

• For Chefs: Opportunity to build a unique brand and connect with a dedicated audience by embracing authenticity and a gentle style.

• For Food Media: Need to recognize and feature a wider range of culinary personalities and approaches.

• For Consumers: Access to a more diverse and potentially less intimidating range of cooking content and inspiration.

Strategic Forecast:

• The appreciation for authentic and gentle culinary expression will likely continue to grow as viewers seek more meaningful and relatable content online.

• More chefs may adopt this style to differentiate themselves and connect with specific audiences.

• Food media may increasingly feature creators who emphasize these values.

Areas of innovation:

• Interactive Seasonal Cooking Guides: Creators could develop resources that guide followers through cooking with ingredients as they come into season.

• Collaborations with Local Farmers: Soft boy cooks could partner with local farmers to offer unique content and experiences.

• Mindful Cooking Workshops: Offering online or in-person workshops focused on the meditative aspects of cooking with fresh ingredients.

Final Thought:

The emergence of "soft boy cooks" signifies a noteworthy evolution in the online food world, reflecting a broader cultural shift towards valuing authenticity, gentleness, and a deeper connection with food. This trend offers a welcome alternative to more traditional culinary content and suggests a bright future for chefs and creators who embrace sincerity and a nurturing approach to their craft.

Source: https://www.nytimes.com/2025/06/12/dining/soft-boy-cooks.html