How a Pashtun food creator is using cuisine to represent culture, identity, and Pakistan on the global stage
Amjad Hadi Yousafzai
Peshawar:
From Kheshgi, Nowshera in Khyber Pakhtunkhwa, Taimur Alam—widely known as Taim Alam and through his digital platform TaimsFood—has emerged as one of Pakistan’s most influential food content creators. What began as food vlogging has gradually evolved into something far more meaningful: a form of culinary diplomacy, where food serves as a medium for cultural connection, storytelling, and national representation.
Taim Alam approaches cuisine not merely as a sensory experience but as a cultural narrative. His content consistently highlights the people behind the dishes, the histories they carry, and the traditions that sustain them. A significant portion of his work is dedicated to regional Pakistani cuisine, particularly Pashtun food, which he presents with authenticity, respect, and cultural sensitivity. This thoughtful approach has allowed him to resonate with audiences across Pakistan and among the diaspora abroad.
His role as a cultural representative was recently underscored at a major TikTok event, where Taim Alam chose to appear in traditional Pashtun attire, including a pakol and shalwar kameez. In an environment often dominated by globalized aesthetics, his choice stood out as a deliberate and dignified assertion of local identity on an international platform.
With a large and engaged following across social media, Taim Alam has built credibility through consistency, humility, and genuine engagement. His team’s success in a nationwide TikTok competition—securing the highest number of public votes and earning an invitation to Turkey—further demonstrated the trust and support he enjoys from his audience.
Beyond digital influence, Taim Alam remains actively involved in social and community-oriented initiatives. He views visibility as a responsibility and believes that influence should be used to promote collective well-being, cultural pride, and positive social values.
Looking ahead, Taim Alam aspires to take Pakistan’s diverse regional cuisines to a broader global audience. As a culinary diplomat in spirit, he believes food can communicate culture more powerfully than words alone. Through TaimsFood, he continues to represent Pakistan’s culinary identity with restraint, honesty, and deep respect, proving that sometimes, the quietest voices carry the strongest messages.
