New
What's Cooking is the
new home for your food content
Display your food content in one place.
Build your community.
Grow your profile and brand.
A dynamic food content platform for food lovers, by food creators.
Show off your content, engage your audience, collaborate with other creators, and much more.
A dedicated home for your videos
Exclusive access to renowned chefs
Growth engine for your creator brand
Community of hungry creators
Meet Chef Edward Lee
Chef Edward Lee is an award-winning author, chef, co-founder of The Lee Initiative, and our first Creator and Creative Director.
Join the next generation of food content creators
Getting creative with recipes. Sharing the best kitchen hacks and restaurants. Connecting people over the wonders of food is what you do best, and we're here to help you do exactly that.
What's Cooking is the new destination for food creators. Join this exclusive community to meet other creators and grow together.
Let your content shine.
Free
No more websites, lengthy IG captions, or SEO headaches.
Display your mouth-watering recipes in the way they deserve.
Display your recipe and videos
Organize + search your own content
Publish your profile + content in minutes
Reach new audiences via automated SEO
Frequently Asked Questions
How do you select your creators?
We read through every single profile to find the very best creators — the food obsessed, the TikTok gurus, and everyone in between. We're looking for diverse creators from a wide range of countries, cuisines, and cultures.
Is there a fee for joining?
Nope! There are no fees to apply or create with us.
What happens after I sign up?
We are onboarding our Creator Crews in waves and will be reaching out via email on a rolling basis. If you don’t hear from us right away, don’t worry! We’ll be bringing on more creators as we grow our community. In the meantime, you can hang out with us @WhatsCooking on TikTok and Instagram. Tag us for a chance to be featured on our social media!
Do I have to post about food-related content?
Yes, but you can get creative with what that means! Post recipes, share stories, holler at your favorite restaurants, make a cocktail. Let's see your dinner party tips and your ultimate cocktail party playlist. Tell us all about your grandma's cooking or spill the details on how you almost set your kitchen on fire. Your profile, your rules.
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Join us!
Let's build a community together.
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