Kwai Chef will be hosted by former BBB Beatriz Reis, and will be sponsored by Knorr
Kwai will be betting on a culinary reality show, which will be produced in a vertical format and with short videos. Hosted by former BBB Beatriz Reis, Kwai Chef aims to reinforce the app’s positioning as a social entertainment platform.
Produced in partnership with Tastemade, and sponsored by Unilever’s Knorr seasoning brand, the new program was born from an analysis of the behavior of Kwai users themselves, by uniting two of the areas that have the most impact on the app: gastronomy and entertainment.
Together, the hashtags #food and #reality have almost 20 billion views. The platform counts around 132 thousand recipe posts daily; 4 million monthly; and 4.5 billion views per month, which totals 27 billion views in 2024 alone.
“As we are a platform where people discuss events, memes and controversies on the country’s main entertainment topics, we decided to bring these two themes together to expand our reach and generate more conversation through an innovative project, produced in vertical format and short videos,” said Claudine Bayma, general director of Kwai Brasil.
