Abir El Saghir’s content stands out for its artistic uniqueness, going far beyond the simple presentation of food. She summarizes her philosophy with a well-known statement:
“I don’t give recipes, I give vibes.”
This philosophy is built on transforming cooking into a complete sensory experience that includes the following elements:
Silent Theater
Abir adopts a silent storytelling style in her videos, effectively breaking the language barrier. This silence is not emptiness; rather, it is a carefully curated space filled with selected music—often traditional—and natural cooking sounds (ASMR). The result is a soothing visual and auditory experience that is instantly understood and enjoyed by viewers in Tokyo and New York just as much as in Beirut.
In-Depth Research
Behind each short video lies hours of deep historical and cultural research. Abir studies the origins of every dish, the music associated with it, and the traditional clothing of the country it represents. This meticulous approach ensures that her presentations respectfully and authentically reflect cultural heritage, earning her credibility and admiration worldwide.
Visual Identity (Fashion x Food)
The most distinctive innovation behind Abir’s rise to fame is her fusion of fashion design with cooking. As she puts it:
“I used to style clothes, and now I style food.”
Traditional Attire
Abir consistently wears the full traditional outfit of the country whose dish she is preparing—whether it’s a Japanese kimono, a Moroccan caftan, or Bavarian attire. This visual element transforms her videos into cultural postcards, inviting viewers to discover and appreciate global traditions.
Cinematic Techniques
Her content relies on professional cinematic camera angles, warm lighting that highlights the beauty of food, and fast-paced editing synchronized with music. This dynamic visual rhythm creates an engaging experience that captures the attention of the fast-moving digital generation.
Audience Analysis and Demographics
Abir El Saghir has built a massive and highly diverse global audience that extends far beyond the Arab world:
Reach and Scale
She has a combined following of over 60 million followers across all platforms.
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TikTok: Her largest platform, with approximately 30 million followers, making her one of the most-followed Arab creators in her category.
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YouTube: Over 8.87 million subscribers, with total lifetime views exceeding 3 billion.
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Instagram: More than 10 million followers.
Geographic Distribution
Data and engagement patterns confirm that her audience is truly global. She enjoys strong popularity in Latin America (including Mexico and Brazil), Turkey, and across Europe, where her international cuisine videos frequently go viral among local audiences.
Age Groups
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Youth and Gen Z (18–34): Her core and most active audience segment.
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Children (Emerging Segment): Through her partnership with Spacetoon to produce an animated series, Abir has begun reaching children aged 6–12, positioning herself as an inspiring role model for the next generation.
