Digital Revolution

How the creator economy conquers food and sparks off new business ideas

From the promotion of existing products, content creators exploit their notoriety on social media to devise new formats

by Maria Teresa Manuelli

5 August 2025

Eric Lu, celebre tiktoker ma già imprenditore nella ristorazione romana, ha inaugurato a fine 2024 la prima ravioleria cinese Mr. Pling a Roma

3' min read

Key points

Specialised agencies
When content goes viral
From digital to physical: the new entrepreneurship

3' min read

Italy's creator economy is going through a growth phase, with numbers testifying to a radical transformation of the digital business landscape. In 2025, according to the I-Com 2024 report for Aicdc-Associazione Italiana Content Digital Creators, the sector will be worth EUR 4.06 billion, placing Italy in third place in Europe after Spain and the United Kingdom, with a significant density of82 creators per 100,000 inhabitants. Globally, Goldman Sachs estimates that the value of the creator economy will reach $480 billion by 2027, while Adobe Future of Creativity notes that the ecosystem already has over 300 million content creators.

And food is emerging as one of the most dynamic and profitable sectors of this digital revolution. As Alberto Martinelli, CEO of In-Sane, points out, 'the content creator is no longer just an influential figure in the digital world, but becomes an autonomous and recognised brand in the industry. This evolution represents a true paradigm shift: no longer just content and followers, but real businesses that are born from personal branding built online, supported by the integration of innovative technologies.

Specialised agencies

The market has responded to this growth with the emergence of entrepreneurial entities specifically dedicated to the food sector. This is the case of RealBites, the new business unit of the Realize Networks group, which has been active in the vertical food talent agency scene for over 15 years. The agency has created a continuously expanding hub of creators, implementing its roster with some of the top creators of the moment: Antonio La Cava, Marco Meschini, Alex Campisi (@Pizzalabo), Gabriele Terzi, Giulia Leoni (@LaMenthaPiperita), Samantha Puleo (@ilmiopiattoacolori) and Elena Spisni (@bastachesiapasta).

These new additions reinforce an already consolidated portfolio that includes established creators such as Mocho (American food expert), Davide Nanni (Chef Wild), Valentina Leporati (gluten free activist), Mirko Ronzoni (Aesthetic Chef), and Elisa Venturi (Elisa Cuore Cucina e Chiacchiere).
The strategic objective is to make available to the market the know-how of talents who make Kpi and engagement their strong point, summarised in the company claim 'Content is Our Comfort Food'.

When content goes viral

The effectiveness of food influencers in generating engagement and buildingb>brand identity clearly emerges from the case studies analysed by Inflead, an influencer marketing intelligence platform. For the summer of 2025, the platform analysed in particular the role of ice cream as a key tool for social engagement, thanks to its appealing aesthetics and inherently 'social' nature, which turns into viral and emotional content on Instagram and TikTok.

Among the most effective projects monitored by Inflead is the partnership between Sammontana & Plasmon, which generated a viral 'ice-cream snack' combining nostalgia, family branding and high 'Instagrammability'. The data showed an explosion in engagement rate for both brands. Equally significant was Cornetto Algida's 'Discard the Summer' campaign, one of the most viral of Summer 2025, which reinforced the link between ice cream, music and emotional storytelling. Dario Cosentino made a creative reel with over 10 million views on Instagram, while Valeria Vedovatti exceeded 28 million views with a video on TikTok.

But the power of food content in generating visibility also emerged from the controversy surrounding the opening of CiccioGamer89's iBurger in Rome. The negative review posted by Giuliacrossbow triggered a public confrontation that culminated in the intervention of Franchino Er Criminale, whose verification video became the most viewed content on his channel. As Giovanni Spinelli, CEO of Inflead, comments: 'In a dynamic sector like the food industry, the ability to intercept and guide conversations is crucial. Digital creators are not mere testimonials, but real catalysts of trends and conversations, able to create a deep connection with their community'.

From digital to physical: the new entrepreneurship

The real revolution occurs when food influencers turn their digital success into concrete entrepreneurial activities. CiccioGamer89 himself is the most emblematic case in point: Mirco Alessandrini, with over 3.6 million subscribers on YouTube, 1.6 million on Instagram and 1.2 million on TikTok, has turned his digital popularity into a tangible business. Idntt Sa, through its subsidiary In-Sane, set up Star Kitchen, a joint venture company with Kuiri precisely to capitalise on this potential. The results were immediate:in just six months of testing, the hamburger line generated over EUR 500,000 in sales through Deliveroo.

In parallel, Eric Lu, a famous tiktoker but already an entrepreneur in the Roman restaurant business, opened the first Chinese Mr. Pling ravioli restaurant in Rome at the end of 2024. The project demonstrates the evolution of the creator economy: Eric actively involved his community in the business decisions, making followers the protagonists in defining the brand. The name of the restaurant resulted from a contest on social media and the menu was defined after having his loyal customers test the dishes.