Githeyomirus – All About Food Content Creation

by Iyath Adam

For our interview article this time, we had a chat with Nasam Thaufeeq – Instagram food content creator, Githeyomirus.

Read on to find out more about her content creating journey, and all the ins and outs of being a foodie content creator!

Lonumedhu: First off, tell us how you got into food content creation.

Nasam: Before I started the @githeyomirus Instagram account, I don’t think I would have really called myself a photographer. I was only doing it as a hobby, but then I started taking on a few clients every now and then and doing it on top of my regular work. I think that’s where the interest in content creation began.

I started the @githeyomirus account while I was abroad for higher studies, during the COVID-19 pandemic. At the time, I was very much fuelled by TikTok and a lot of food content creators whose work I was following. Initially, the plan was to cover café hopping, because it’s quite a big thing in Malaysia, which is where I was staying. But then, when college started again, I wanted to do something else with the page because otherwise it would have become very empty. So, I started trying out a few recipes on my own and posting them. Before that, I didn’t have any experience with cooking or baking.

One reason that I think I picked food content creation as a hobby is because I’m a big foodie. But as a student, I had to be very careful with my spending. So, cooking meant that I was able to try out many new things without spending too much. I’d take pictures of the food I was making and post them. It was a learning curve and I’m still learning, even now.

Lonumedhu: Why did you come up with the name ‘githeyomirus’ for your account?

Nasam: As you know, ‘githeyomirus’ is the name for scotch bonnet pepper in Dhivehi. I came up with the name because that’s something I missed a lot while I was abroad. Yes, there are plenty of other peppers that can be used to add spice to meals but personally for me, nothing compares to the taste of a local ‘githeyomirus.’ And I also wanted to choose a name related to Dhivehi food and it worked out for the best in the end!

Lonumedhu: What do you focus on when creating and posting content?

Nasam: I usually check recipes online, then adapt it to how I want. I don’t really stick to one recipe, I like to try out different things, which can sometimes flop when you do that. But I think that is part of the learning process.

I think when it comes to food, the more you capture the details, the more noticeable and eye-catching the pictures are. So, I try my best to make sure that the colours work together. When plating, I try to avoid plates that clash with the colour of the food itself and go for ones that will make the food pop out more. Also, when I’m shooting anything, I try to take the pictures or videos in a way that I don’t have to edit a lot, like removing any stains or correcting the lighting. That definitely makes the editing process a whole lot easier.

When posting, I don’t have a specific posting schedule per se, but I try not to post every day or too frequently – even though unfortunately, as a content creator, you have to think of the Instagram algorithm. But there’s always the chance that the content might get flushed out and it might also get boring, so I try to pace out posting, at least a couple of days in between.

Lonumedhu: What are some of the challenges you’ve faced in your content creating journey?

Nasam: I definitely had some difficulties in finding affordable ingredients. Despite having a big baking community here in the Maldives, some ingredients are very limited or very expensive. When that happens, I usually get the ingredients from abroad, from friends who go abroad from vacation or coming back here for their study break. Sometimes, I also order it online through Amazon or Shopee.

Another thing that’s kind of challenging is having to do everything by myself. I think something that really helps is having another person around to help with the content taking; because it’s hard to cook or bake while shooting at the same time. You have to move around, adjust the lighting, move the camera, the tripod, and the equipment, set it up at the right angle – all of this requires a lot of time and energy, which is definitely easier with another person around to help.

Lonumedhu: Do you think there are enough spaces for bakers to really come together here in the Maldives?

Nasam: When I think about it, we really don’t have enough communities and spaces for people to connect – not just for home bakers, but also for other people who like creating things. Living to earn is our culture – which is important – but I think it’s also equally important to have something else that can take you away from the hustle and bustle of daily life, to build connections and create a community outside of friends and family.

But one such space was ‘Cake Keyn’ – the first cake picnic in the Maldives – which was held recently. It was such a wonderful experience to co-organise and participate in it. I got to meet a lot of new bakers and taste their cakes. I think it would be great to have events like this a bit more frequently, because it’s something that really builds the community.

Lonumedhu: Do you have a favourite food content creator or influencer who inspires you?

Nasam: I think it would have to be @moribyan – a Moroccan and Libyan food content creator. I’ve known her since I first started discovering food recipes and whatnot on TikTok. She does the whole thing really well and I love the way she shoots pictures and reels. I think a lot of my inspiration came from her. And something that she always starts and ends her video with is ‘this is food, let’s just make it at home and even better.’ I think it just stuck with me because if it’s something that I can make well at home, I would always prefer to do that than spending money on eating out. 

Lonumedhu: What’s your advice for aspiring content creators?

Nasam: I would say, if you’re too scared to start, then you might lose a lot of the opportunities that come along your way. You don't have to make a big plan or make sure that everything is perfect to start something – you can start messy, work on it, and improve along the way.

Lonumedhu: Thank you so much for your time, Nasam! It was lovely to chat with you.