Cookbook market revived by TikTok creators turned best-selling authors

The cookbook industry, along with the broader hardcover book market, has been experiencing a slump in recent times. However, one remarkable exception has quietly emerged to reinvigorate the landscape, and it’s coming from an unexpected source – TikTok stars.

TikTok creators from around the globe, known for amassing huge followings through their quirky and fast-paced cooking videos, are now venturing into the world of published authors.

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One such TikTok sensation is B. Dylan Hollis, a 28-year-old content creator from the United States, who turned to cooking during the Covid-19 lockdown due to boredom. Little did he anticipate that his cookbook, titled “Baking Yesteryear,” would not only become a best-selling cookbook but also claim the top spot on the overall book charts.

With a dedicated following of 10.2 million viewers who have been watching his cooking videos since 2020, Hollis found immense support when his cookbook hit the market. According to a report in The New York Times, “Baking Yesteryear,” which features vintage American recipes, achieved remarkable success by selling 150,000 copies on its very first day of release. It also secured a place as one of the most preordered books in the history of its publisher, Penguin Random House.

Hollis is just one of several TikTok creators, many of whom lack formal culinary expertise, who have made a rapid transition from experimenting in their home kitchens to dominating best-seller lists in an extraordinarily short span of time. In the process, they’ve injected renewed vigor into a flagging cookbook market.

Nadia Caterina Munno, aged 40, is another TikTok sensation who harnessed her 3.1 million TikTok followers to secure a cookbook deal for “The Pasta Queen.” Released in November, her cookbook made an impressive debut at No. 5 on The New York Times’ “Advice, How-to and Miscellaneous” list.

Similarly, Ms. Molinaro, aged 44 and the author of “The Korean Vegan,” gained fame on TikTok for her narrated cooking videos that incorporate personal anecdotes from her life. When her editor removed some of the personal essays from her book, she insisted on their inclusion and polished them. She personally photographed the recipes to align with her online aesthetic and even engaged her social media followers to vote on the book cover.

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In an upcoming cookbook titled “Kung Food,” Jon Kung, boasting 1.7 million TikTok followers, has integrated QR codes that link to his instructional videos. According to Mr. Kung, “Explaining how to fold dumplings or knead bread or make pasta will always be challenging with just words.”

Whether it’s B. Dylan Hollis’ nostalgic American recipes, Nadia Caterina Munno’s pasta mastery, or Ms. Molinaro’s personal touch in “The Korean Vegan,” these creators have shown that storytelling, visual appeal, and interactive engagement resonate with readers as much as with viewers. With cookbooks that double as immersive culinary experiences, they are cooking up a recipe for success that combines the flavors of tradition with the spice of innovation.