5/31/2023 0 Comments Cookpad usa![]() ![]() “I haven’t really gone to other websites because I am so satisfied with Cookpad,” said Mitsuko Atkinson, a stay-at-home mother in Lucas, Texas, who visits the site mainly for its variety of Japanese recipes. Still, for those same reasons, Cookpad has built a small but devoted audience here among those who feel overlooked by other American cooking websites - most notably, immigrants and their families. Rather than trying to please everybody, the recipes are diverse and often hyper-regional. Against the backdrop of an American food media that is predominantly white, aspirational and celebrity-driven, Cookpad treats cooking as utility instead of entertainment, and champions home cooks over influencers. Where Cookpad hasn’t caught on big is the United States, where it was introduced in 2013. (By comparison, Allrecipes, another popular recipe platform, says it has 125 million average monthly visitors to its site from more than 200 countries.) It is one of the largest cooking platforms in the world, reporting around 100 million visitors each month, from 76 countries. Yet Cookpad has been a global success - from Japan, where it was founded nearly a quarter-century ago, to India, Algeria and Spain. ![]() Its recipes prioritize practicality and are mostly created by amateur home cooks. And they should be written by a charismatic cook with a huge Instagram following and an adorable dog.Ĭookpad, a recipe-sharing website and app, flouts all that. They should have the mass appeal to go viral. There are unspoken expectations the digital realm tends to place on recipes: They should photograph beautifully. ![]()
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