Chef Fatty
Asian-inspired recipes for Western kitchens. One pan. 15 minutes. Dinner solved.
I'm Chef Fatty, a food creator focused on bold, accessible Asian-inspired cooking. I launched on social media in November 2025 and built an audience of 734K followers and 36.4M monthly views across four platforms in under five months.
My content is engineered, not improvised. I apply viewer psychology, machine learning analysis, and a rigorous experimental approach to every reel — testing hooks, pacing, and formats to maximize reach and retention. The result is a 4.4% engagement rate (2.3× the food creator industry average), with 80% of engagement driven by non-followers.
I create short-form video that feels indulgent but doable, and I partner only with brands that align with creativity, accessibility, and great food. Sponsored content in my feed is thematically integrated — it fits the recipe, not the ad brief.
Brand partner Otoki was looking for a seamless introduction of their new noodle product to a highly engaged food audience. Rather than a traditional ad-style integration, we retained our proven viral formula — tight editing, satisfying reveals, ASMR-forward sound design — while weaving the product into key frames and natural points of focus throughout the recipe.
The product is visible and prominent without interrupting the viewer experience. It sits where the eye already goes: center-frame during the build, close-up during the pour, and foregrounded in the final shot. No awkward title cards. No ad-break energy.
The result is content that performs like an organic reel and converts like a paid placement — driving brand recall and authentic purchase intent from an audience that is already cooking.
| In thousands | TikTok | YouTube | Total | ||
|---|---|---|---|---|---|
| Views | 16,497.6 | 17,000.0 | 2,100.0 | 761.5 | 36,359.1 |
| Unique Viewers | 7,350.6 | 7,070.6 | 1,200.0 | 215.5 | 15,836.7 |
| Engagement | 1,109.2 | 342.9 | 148.4 | 12.3 | 1,612.8 |
| Posts (30-day) | 50 | 35 | 22 | 25 | 132 |
| Avg. Views / Post | 329.9 | 485.7 | 95.5 | 30.5 | 275.4 |
30-day period ending April 1, 2026 · All figures in thousands except where noted
Food creator industry average: 1.9%.
Every reel is a net-new discovery vehicle.
A single dedicated recipe reel featuring your product as the hero, cross-posted across all four platforms.
- 1x dedicated recipe reel cross-posted to Instagram, Facebook, TikTok, and YouTube
- Product featured as the hero tool or ingredient
- Short product mention (1–2 sentences) thematically integrated into the recipe
- Brand handle and promo details in all captions
- Storyboard delivered for review + 1 round of brand feedback
- 30-day exclusive use of content by brand
| Channel | CPM Range | For ~900K views |
|---|---|---|
| Paid social ads (food/bev) | $6 – $9 | $5,400 – $8,100 |
| Food creator (industry avg) | $5 – $15 | $4,500 – $13,500 |
| YouTube creator | $10 – $30 | $9,000 – $27,000 |
| Chef Fatty per-reel | $11.11 | $10,000 |
Market-rate CPM with 2.3x the engagement rate and 80% non-follower discovery. You're paying for attention that moves, not impressions that scroll past.
1 Paid social CPM: WordStream Industry Benchmarks · 2 Creator CPM: IZEA Creator Economy Report · 3 YouTube CPM: Influencer Marketing Hub
Own the kitchen. Your product is the only one in its category across every reel, every platform, every week.
- 2 active brand promo reels (dedicated recipe reels with short product explainer, thematically aligned to creator's style and format)
- 40 prominent product placements across 40 individual reels, posted daily (product visible as the go-to tool, no active call-out)
- All 42 reels cross-posted to Instagram, Facebook, TikTok, and YouTube
- Full category exclusivity for the month (no competing brand appears in any content)
- 6-month unrestricted use of the 2 active brand promo reels
Active brand promo reels include a short product explainer (1–2 sentences) but are thematically aligned to the creator's existing recipe format. Think recipe reel, not ad read.
A single sponsored reel spikes and fades. A month of consistent product presence across 42 reels and 36M+ views builds the kind of brand association paid ads can't replicate. Your product becomes the pan Chef Fatty reaches for. Every video. Every platform. Every week. And no competitor can touch it.
| Channel | CPM | Cost for 36M impressions |
|---|---|---|
| Paid social ads (food/bev) | $6 – $9 | $216K – $324K |
| Food creator (industry avg) | $5 – $15 | $180K – $540K |
| YouTube creator | $10 – $30 | $360K – $1.08M |
| Chef Fatty exclusivity | $4.17 | $150K |
Below low-end food creator CPM. Full category lockout. 42 reels. 4 platforms. 6-month content rights on active promos. No comparable offering exists at this rate.
1 Paid social CPM: WordStream Industry Benchmarks · 2 Creator CPM: IZEA Creator Economy Report · 3 YouTube CPM: Influencer Marketing Hub
Every Additional Month
- 1 active brand promo reel per month
- 40 prominent product placements across 40 individual reels, posted daily
- Full category exclusivity maintained
- All content cross-posted across four platforms