MADRID — At Pecados, a trendy new restaurant in Madrid, the biggest draw isn’t just the fusion cuisine but the young, charismatic chef behind it. Elias Dosunmu, a 27-year-old Ukrainian-born social media sensation, rose to fame during the pandemic by sharing recipe videos online and has since become a “Gen Z” culinary icon.

With 9.6 million followers on TikTok, nearly five million on YouTube, and two million on Instagram, Dosunmu proudly calls himself "Spain's most followed gastronomy profile." His journey reflects a shift in how chefs achieve stardom in the digital era—where social media influence can now rival Michelin stars, and fame is built more on creativity and relatability than traditional culinary training.

“I always dreamed of opening a restaurant,” said Dosunmu, “and social networks have helped me make that dream come true.”

Born near Kharkiv, Ukraine, Dosunmu moved to Spain at 14 with his family. His background is as diverse as the dishes on his menu, with roots spanning Ukrainian, Nigerian, Jewish, and Polish heritage. At home, he speaks Russian with his parents, Spanish with his brother, and draws on family recipes—like his grandmother's Ukrainian varenyky (dumplings)—for inspiration.

Dosunmu’s path wasn’t easy. While pursuing an aerospace engineering degree and working at a fast-food chain, he was furloughed when the Covid pandemic struck. With determination and the support of his partner, he turned to content creation, using innovative techniques like rapid catchphrases and seamless video loops to captivate viewers.

His restaurant reflects his youthful fanbase, attracting diners like 12-year-old Marcos Castellanos, who convinced his parents to visit Pecados as a Christmas gift. “I follow Elias on YouTube and TikTok because I love cooking and use his recipes,” said Marcos.

Dosunmu credits his success to resilience and hard work. “My mom always told me our people are used to surviving—literally,” he shared, a sentiment that drives him as he forges a new path to culinary success in the digital age.

Disclaimer: This image is taken from Reuters