Mark Weins on tour in 2017
Within the culinary world, there are celebrity chefs - and then there are celebrities for simply celebrating food in its purest, most authentic form. Among the latter, few command a bigger audience than Mark Wiens, whose YouTube channel has reigned as a global authority on street food culture for over a decade. The Thai-American internet icon has amassed more than 10 million subscribers and 2.5 billion views by taking viewers on a relentlessly delectable tour through the world's most vibrant street food scenes.
In a new series of interviews, I set out to find out more about some of the world’s leading content creators disrupting mainstream media with their digital content.
Weins' content creation journey began rather unassumingly over a decade ago while he was backpacking through Southeast Asia. As he recounts, "I originally actually started off blogging. And because I was traveling around back in 2008, I started a blog because I was taking photos of everything, especially with food."
It was during this nomadic period from 2008-2010, living at one point in Bangkok to stretch his travel funds, that the idea of vlogging first took root. "I said, I might as well try video, because I was already invested into blogging...video might be interesting. And it might be more fun than blogging."
With just a basic point-and-shoot camera, Wiens began filming simple clips showcasing the vibrant street food scenes he encountered, initially with no intention of becoming a professional creator. "I had no real goals or intentions. I just thought oh, it's more fun than blogging. And if anything, video should become more and more popular as internet speeds increase as technology improves."
It turned out to be a smart move. As Wiens explains, "Back in 2010, YouTube was just a platform where people would just post unedited clips, or maybe very, very lightly edited like just stringing a couple of clips together. However now I think the standard has greatly, drastically improved...it's actually a professional platform."
While video production quality and audience expectations have radically shifted over the past decade, Wiens' core approach has remained remarkably consistent. "For the most part, I've continued to film all of my own content. We have no camera assistants or camera operators. My wife is the only one who helps."
One major evolution has been embracing the rise of short-form vertical video synonymous with TikTok and its competitors. While his focus remains on long-form YouTube videos, Wiens understands the importance of reaching audiences across multiple platforms.
"My typical strategy is I always focus on YouTube as my longer-form content....But I am always having the short form or other formats in the back of my head at the same time. I can take the content and in post-production, I can edit for other shorter formats, different dimensions."
This multi-channel approach, combined with an endless desire to explore the world's most interesting and authentic culinary experiences, has allowed Wiens to build an incredibly passionate global fanbase. His videos attract viewers from almost every country, united by a shared love of food culture.
Wiens embraces a gritty, no-frills vibe that makes him come across as incredibly relatable and down-to-earth. As he explains of shooting on location versus a staged set, "What I really like about self-production is going in with just one camera...and trying to capture a more raw and authentic experience where no one's really nervous. I'm trying to make the viewers really feel like they're there with you in the scene, trying to be as natural as possible."
"I like being able to go into a place very unobtrusively and trying to capture a more raw and authentic experience," he says. "Whereas with a bigger production crew, it can be very meaningful...but it's a bit harder and sometimes needs to be fabricated a little bit. Both sides have their benefits and drawbacks."
While he certainly has tremendous respect for accomplished chefs - citing an affinity for pioneers like Anthony Bourdain who highlighted off-the-beaten-path cuisines - Wiens sees himself first and foremost as an enthusiastic guide to the world's most delicious and underrated street food traditions.
"Chefs are really important...they're pushing the boundaries of new ingredients and combinations, some of which goes into mainstream and becomes a big part of the food culture," he acknowledges. At the same time, his own role is quite distinct: "I'm trying to make the viewers really feel like they're there with you in the scene, trying to be as natural as possible."
This desire for authenticity extends to his rabidly engaged community of viewers and subscribers. Unlike traditional TV, he receives instant feedback and input that directly shapes the direction of future videos.
"As you release a piece of content you can get almost immediate feedback. Whether that be through comments, direct messages or emails...it's really good in that way. It's instant feedback rather than TV where you might not get any feedback."
And despite having built a staggeringly successful multi-platform media business that includes video production, partnerships, merchandise, and even his own Bangkok restaurant, Wiens still maintains a remarkably grounded, passionate perspective.
As he advises aspiring creators: "If you have a good idea and you're original and you're doing what you love to be doing, you can definitely do it. Every single month there's a new creator who does extremely well with a totally unique idea and style...Humans are extremely smart and creative, and if you have an idea, you should give it a try."
Most importantly, he emphasizes wholeheartedly committing and maintaining perseverance: "If you do make a decision to go for it, you really need to go for it and give it 100%. Not 99%. You got to give it 100%. You’ve got to fully commit. I think that is a big part of it, making that full commitment to go all in. Don't give up quickly. You got to really stick with it."
By pursuing his culinary wanderlust with authenticity, determination, and an insatiable appetite for adventure, he has forged an unparalleled path challenging the conventions of TV-based food media. And if his inspirational journey proves anything, it's that the opportunities for bootstrapped creators to amass massive loyal audiences in this digital age remain as wide open as one's imagination.
