Abir Saghir, a TikTok creator known for her food videos, has gained immense popularity, leading to the creation of her own cooking show called "Abir's Kitchen," which is exclusively available on STC TV and Jawwy TV. The 10-episode series is co-produced by Rise Studios, a regional entertainment company, and Diwan Videos, a content and influencer-management agency, in partnership with Intigral, the media arm of STC Group.
Saghir, who was awarded the title of Middle East and North Africa Food Creator of the Year by TikTok in 2022 and has a massive following of over 21 million on the platform, showcases dishes from different Middle Eastern cuisines on her show. She not only cooks these dishes but also highlights their history and heritage, providing viewers with a deeper understanding of regional cuisines.
Diana Baddar, the managing director for digital content and development at Rise Studios, stated that Ramadan is a crucial time for food shows, as people are actively seeking content that allows them to experience the best in food and gain inspiration. Rise Studios, which was founded by former executives from OSN and Warner Bros. Discovery, is concentrated on elevating digital storytelling by exposing local talent with the intention of promoting content from the region. Baddar expressed excitement about presenting Abir's brand in a new format while addressing her main audience and attracting new viewers.
Companies in the rapidly changing streaming industry are always looking for new sources of unique content, and well-known social media influencers like Saghir not only offer new material but also carry with them a sizable fanbase online. Ivan Cortes, the head of content acquisitions at Intigral, emphasized the importance of bridging the gap between social media and traditional platforms like theirs to drive their business forward.
The first five episodes of "Abir's Kitchen" are already available on STC TV and Jawwy TV, with the remaining episodes set to be released throughout the month. As Saghir's cooking show gains traction, it exemplifies the growing trend of social media influencers transitioning into mainstream media and creating unique content that resonates with audiences.