TikTok—the phenomenon of this generation. Videos no longer than two minutes, showing everything from creativity to humor, emotional stories, cat videos, and cultural recommendations. The latter stands out in particular. TikTok enthusiasts eagerly browse the app for the best tips and tricks to navigate a new city. But does this preserve the authentic food culture?
This is precisely what’s happening to Amsterdam’s food culture. Videos showcasing the best apple pie or the tastiest stroopwafels go viral, resulting in long lines in front of once-quiet neighborhood restaurants, cafés, and shops. Of course, we all understand that this is great for business, and no one begrudges a packed establishment.
Good Old Culture
At Van Wonderen, a stroopwafel shop on Kalverstraat, long queues have been a daily occurrence ever since they became TikTok famous. Tourists flock there specifically to try the “typical” Dutch stroopwafel. But is a stroopwafel still typically Dutch when it’s half-covered in chocolate and other decorations (think flakes or sprinkles)? According to Max, the owner of De Weldaad, an authentic interior shop and a resident of the Jordaan, the answer is no. “Authentic Amsterdam food culture is hard to find because of these TikTok trends,” Max says with disdain. His frustration is evident even without him explicitly stating it.
“If you want to experience real Amsterdam food culture, don’t go to Van Wonderen. Paying 13 euros for a stroopwafel is ridiculous. A true stroopwafel is bought traditionally at the market—that’s what the Dutch do, and it doesn’t have to be so outrageously expensive. But this applies to everything in Amsterdam now. If you want to get a real taste of the culture, go to the hidden, unpopular spots. The places that aren’t on TikTok are the ones truly worth your visit,” Max explains.
Van Wonderen Stroopwafels – Photo by Loekie Pruijn
Winkel 43, an apple pie café in the Jordaan, is one of those places that exploded in popularity due to TikTok. However, they haven’t changed anything since becoming world-famous. The price is still reasonable, and the apple pie remains delicious. As a result, locals still enjoy going there—just at times when the long lines have died down.
Winkel 43 – Photo by Loekie Pruijn
TikTok
Sohrab Ravi, co-founder of Wavy Online Marketing Agency, understands why food culture videos perform so well on TikTok. “TikTok is the way to reach the younger generation. This trend isn’t limited to Amsterdam; it’s happening in all tourist destinations. People want to know where to go through short videos. Long blogs or TV programs about cities aren’t appealing to Gen Z.”
Sohrab even advises that if I ever want to open a restaurant in Amsterdam, I should focus on gaining visibility on TikTok. “Influencers can take you far. Since you want to focus on Amsterdam, choose an influencer who is active there. They’ll make a video for you, and if it gets enough views, it will automatically rise to the top of the #Amsterdam search bar. I can guarantee that the chance of becoming famous, and therefore doing good business, will be extremely high.”
