11/03/2025
As soon as Ramadan arrives, a flood of food bloggers appears in Pakistan, even those who can't tell the difference between coriander and mint. One such person is Irfan Junejo from Karachi, whom I used to admire, but due to some of his actions, I no longer respect him. He hides my comments so that they are visible only to me but not to others.
Since he is a well-known content creator with a high face value, people believe whatever he posts—even if it’s just a video of a gutter. Most of his content revolves around small food stalls in Karachi’s narrow alleys, often from the 1950s or 1970s. He avoids making free videos about big restaurants because that could bring them massive benefits. While supporting small vendors is a good thing, his content is primarily sponsored, meaning he does it for money rather than genuine passion for food blogging.
Although he excels in camera work, photography, and editing, I don’t consider him a food blogger because he lacks actual food knowledge. His videos focus more on shop history—like "this place is from 1970," "this recipe is from Afghanistan or India," etc.—but they rarely talk about the real taste, quality, or details of the food itself. He manipulates people through his content.
Because of such people, the quality of food blogging is deteriorating. I have personally uploaded over 500 food review videos, yet I still believe I know only 2-3% of the food industry, as it is vast and complex. But what’s shocking is that those who create entirely different content throughout the year suddenly become food experts during Ramadan and claim to understand food quality. Shame on You!
