United Kingdom
Ziangsfoodworkshop is the YouTube and multi-platform presence of Chin, a fifth-generation Malaysian Chinese chef based in the United Kingdom, who creates recipes alongside his mother Choo.
Total Followers +4.0%
2.3M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
1.2M followers · 50% of audience
Engagement
3.6%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $7.6K–$18K / IG post
Chin and Choo Taylor's new 256-page hardback — featuring 150+ recipes — was released in UK bookshops on 24 September 2026 via Seven Dials, an imprint of Orion. A US/international edition follows in January 2027.
Chin live-streamed an exclusive Singapore chow mein recipe at the event — content that also featured as a recent YouTube upload.
Chin shared a channel update asking fans to register interest in both a frozen ready meals range and packaged takeaway-style frozen ingredients — a potential product business expansion.
Chin and Choo's Somerset restaurant was shortlisted in the Gok Wan-hosted UK-wide awards in both 2022 and 2024.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +20K +1.7% | +1K +0.3% | +3K +0.5% | +25K |
| Last 30 days | +74K +6.4% | +3K +0.5% | +17K +2.6% | +94K |
| Last 90 days | +227K +19.4% | +5K +1.0% | +23K +3.5% | +255K |
| Last 365 days | +227K +19.4% | +5K +1.0% | +23K +3.5% | +255K |
Daily follower snapshots from CreatorDB's longitudinal index.
Ziangsfoodworkshop is the YouTube and multi-platform presence of Chin, a fifth-generation Malaysian Chinese chef based in the United Kingdom, who creates recipes alongside his mother Choo. The channel's defining focus is British Chinese takeaway cooking — not restaurant-style or traditionally regional Chinese cuisine, but the beloved, MSG-forward dishes that generations of UK diners grew up ordering on Friday nights. That specific and deliberately unfashionable niche has earned Chin a Sunday Times bestselling cookbook and a cross-platform following running into the millions, with engagement rates that sit well above the food content median.
Chin's content style is blunt, instructional, and knowingly irreverent — the TikTok bio's 'Foxtrot Oscar' disclaimer and the self-styled '#MSGMASSIVE' community signal a creator who has built loyalty through personality as much as through recipes. The audience skews older and predominantly female, with heavy reach into the United States and United Kingdom, suggesting nostalgia-driven home cooks rather than trend-chasing food enthusiasts. That demographic — settled, recipe-focused, and highly engaged — positions Ziangsfoodworkshop as an attractive fit for kitchen equipment, pantry staple, and grocery brands seeking durable, conversion-oriented partnerships rather than short-cycle viral exposure.
Ziangsfoodworkshop reaches an audience concentrated in United Kingdom primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As a food creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 3.6%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows food content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United Kingdom-focused brands in food and related categories, Ziangsfoodworkshop offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Ziangsfoodworkshop's tier (Macro, 2.3M combined followers, United Kingdom). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Mum Choo is Chin's mother and a regular co-star on the Ziangsfoodworkshop channel. She cooks alongside Chin in many videos and brings her own decades of Malaysian Chinese cooking experience to the recipes. The mother-and-son dynamic is one of the most distinctive and warmly received elements of the channel.
#MSGMASSIVE is Chin's community hashtag for people who cook openly with MSG and refuse to treat it as a dirty ingredient. Chin is a vocal advocate for monosodium glutamate as a legitimate and flavour-enhancing part of Chinese takeaway cooking, pushing back against the largely debunked idea that MSG is harmful. The tag appears across his TikTok, YouTube, and Instagram content as a badge of identity for his audience.
Ziangsfoodworkshop specifically focuses on British Chinese takeaway cooking — the sweet and sour sauces, chow meins, and chicken fried rice that UK diners grew up ordering — rather than traditional or regional Chinese cuisine. Chin is deliberately upfront about this distinction, which is a big part of why the channel resonates so strongly with people who grew up eating at their local Chinese chippy.
Yes — Chin released a cookbook that became a Sunday Times bestseller in the UK. It covers Chinese takeaway-style recipes in the same accessible, no-nonsense voice as his YouTube channel. The book was initially released for the UK market with international editions following later.
"Foxtrot Oscar" is NATO phonetic alphabet shorthand for F.O. — bluntly, "F*** Off." Chin uses it in his TikTok bio as a candid heads-up that he swears and has an unfiltered style, and anyone who doesn't like it can move on. It's become a signature part of his no-nonsense brand personality.
Yes — Chin describes himself as a 5th generation Malaysian Chinese chef who still cooks professionally, and his mother Choo is also a professional cook. This means the channel is grounded in real culinary training and family tradition rather than home-cook experimentation, which adds credibility to the recipes.
Chin explains it plainly: light soy sauce is for salt — it's your seasoning tool — while dark soy sauce is used primarily for colour. This kind of direct, jargon-free breakdown of Chinese cooking fundamentals is a recurring format on the channel and one of the reasons his educational videos perform well with home cooks new to Asian ingredients.
Yes — Chin has appeared at The Good Food Show, one of the UK's most prominent food events, where he demonstrated recipes including his Singapore Chow Mein. The appearance reflects his growing mainstream profile as a food creator well beyond social media.
Chin is 5th generation Malaysian Chinese, meaning his family has been part of the Chinese diaspora in Malaysia across multiple generations. This heritage gives the channel a broader Southeast Asian range — spanning Malaysian street food as well as British-style Chinese takeaway — rather than focusing on a single cuisine.
Ziangsfoodworkshop is based in the United Kingdom, which explains the channel's focus on the British Chinese takeaway tradition. Despite its UK roots, the channel draws a majority of its audience from the United States, with the UK making up a significant secondary share — a common pattern for English-language food creators covering globally familiar comfort food.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@ziangsfoodworkshop · YouTube
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