PETALING JAYA: Food content creators are not just serving up mouth-watering visuals – they also promote healthy eating habits.
Take Zhi Ling. She is a nutritionist with over 200,000 Instagram followers who makes videos showing the nutritional benefits of local fruits as well as how to cook healthy dishes.
Then there is Thevi Ramalingam, the culinary mind behind Thevi’s Kitchen with some 65,000 followers across Instagram and Facebook. She promotes vegetables in regular cooking.
Zhi Ling, who is known for her quick cooking tips and smart grocery picks, said the Health Ministry should partner with content creators who are also healthcare professionals as they already have established trust with their audience.
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“Most have the skills to translate medical or dietary guidelines into digestible information.”
She also called for high-quality, authentic content creators to work with the ministry.
“It does not have to be limited to food creators. Food reviewers and recipe creators can make nutritious food like fruits, vegetables and whole grains appear fun and accessible.”
She emphasised that campaigns that balance the needs of the ministry and content creators could reach bigger audiences.
“Like role models, healthcare professionals can break down complex guidelines into digestible bits, increasing public willingness to adopt them.”
Zhi Ling suggested that the government, academicians, influencers and agencies be brought together in public health awareness campaigns.
“The messages should be firm, assertive and fun, without relying on fear tactics,” she added.
Thevi said she had always incorporated more vegetables into her meals to inspire healthier eating habits.
“Kids are getting news from TikTok. It’s time they also get recipes and ideas online,” she added.
Her influence is evident as followers have shared stories of trying new vegetables and local ulam after watching her videos.
“Some of these ladies had never eaten certain vegetables but found them nice after giving them a try.”
She also champions the use of local ingredients and conscious dining.
“When we eat out, we need to be aware – focus on local produce,” she said.
“We can still indulge sometimes but be moderate without stressing our body.”
“The Health Ministry’s approach to use influencers can help build a healthier Malaysia,” added Thevi.
Maria Tunku Sabri, a TV host and content creator, believes engaging influencers for public health messaging is a “smart and timely move”.
“By working with influencers who have built trust with their communities, the ministry can make health education more relatable and actionable,” she said.
Maria said she uses her influence responsibly, offering recipes that look and feel good - nourishing, balanced and easy to adopt.
“My goal is to show that healthy eating can be fun.”
She follows the 80-20 rule.
“It’s 80% nourishing content and 20% treats. That’s a realistic, non-restrictive approach.”
Patsy Kam, a former journalist turned food content creator, however, said the ministry should specify its goals when using influencers.
She acknowledged that influencers can promote healthier diets but stressed the challenge is getting people to act on the messages.
While she sees value in using influencers for health promotion, she cautioned that it “may not be a sustainable solution”.
