On 2nd December this year, the Ibis Styles Hotel in Wrocław hosted a unique event that redefined the perspective of the meetings and events industry. The organisers – Convention Bureau Wrocław and Poland Convention Bureau POT – prepared an exceptional training programme, inviting distinguished experts: Bogdan Gałązka, Phd and Edita Kaite from Lithuania. Representatives of the MICE sector gathered to explore the latest trends and strategies shaping the future of business events.
A Journey Through Polish Flavours and Traditions
Bogdan Gałązka, PhD, a renowned culinary expert from Culinary Research and Development, took participants on a fascinating journey through the history of Polish cuisine. As a chef and Doctor of Humanities, Gałązka not only spoke about culinary traditions but also explored the deeper cultural significance of shared meals.
The Impact of Storytelling on Presenting Polish Cuisine
Storytelling plays a crucial role in showcasing Polish cuisine, as it brings traditional flavours and dishes to life. By weaving narratives around food, unique experiences are created, engaging audiences emotionally and culturally.
“Polish cuisine is a true treasure trove of flavours and aromas, inextricably linked to our history, culture, and traditions. When telling its story, we cannot forget about storytelling – a tool that breathes life into traditional dishes and transports listeners into the fascinating world of Polish hospitality. Imagine bread, a symbol of abundance and respect. It is such stories that make Polish cuisine stand out, offering unforgettable culinary and emotional experiences,” said Bogdan Gałązka.
The expert highlighted several ways in which storytelling enhances the presentation of Polish cuisine:
- Giving dishes deeper meaning: Stories about the history, traditions, and customs of Polish cuisine help audiences better understand and appreciate its unique character. For example, learning that bread was once treated as a “living entity” and a “respected member of the household” adds a symbolic dimension to its role.
- Creating an emotional connection: Storytelling establishes a bond between audiences and Polish cuisine by engaging their emotions and imagination. Tales of family gatherings, festive traditions, and daily life where food played a key role allow audiences to feel part of this rich culinary heritage.
- Building lasting impressions: Unforgettable stories associated with Polish cuisine remain in people’s memories, creating positive associations and encouraging further exploration of its richness.
- Enhancing authenticity: Storytelling highlights the authenticity of Polish cuisine by showcasing its roots, evolution, and cultural impact. Narratives about regional specialities, local ingredients, and traditional cooking methods paint a picture of a genuine and passionate culinary tradition.
Storytelling can also be used to debunk myths about Polish cuisine and promote its diversity. Professionally integrating storytelling into the presentation of Polish cuisine becomes a powerful tool for building a strong brand that attracts and engages audiences worldwide.
“I encourage event organisers to promote Polish cuisine by leveraging its recent successes, such as its high ranking in the TasteAtlas Awards and Michelin Guide. It’s also worth collaborating with recognised restaurants, organising tastings of regional specialities and Polish wines, and engaging guests in culinary workshops. Let’s dispel myths about Polish cuisine, highlighting its diversity and richness of flavours. If our stories are filled with passion and authenticity, Polish cuisine will conquer taste buds around the world!” added Gałązka.
Social Media Behind the Scenes
Edita Kaite, a talented content creator from Lithuania, explored the art of video creation in the digital era. During a workshop within the Eventprofs Creators Lab (Laboratorium Twórców), participants learned the secrets of crafting engaging culinary content that captures attention in the world of TikTok and Instagram.
“Polish cuisine is a true treasure of flavours and aromas, yet it is often underrated on the international stage. Platforms like TikTok and Instagram provide us with an incredible opportunity to change that! We can showcase the richness of our traditional dishes – from pierogi and bigos to lesser-known regional specialities. The key to success is presenting them in a modern, attractive way, using dynamic shots, trendy music, and engaging storytelling. We should emphasise what makes Polish cuisine special – seasonality, fresh ingredients, and, above all, deeply rooted culinary traditions,” said Edita Kaite.
Elements of Engaging Culinary Content
In her English-language presentation, “Culinary Content in the Age of TikTok & Instagram”, Edita Kaite outlined the key aspects of creating engaging culinary content on social media.
The first crucial element is storytelling and the human aspect. She emphasised that storytelling is more important than the quality of equipment (“Storytelling Over Equipment”). Authenticity and sharing personal experiences build deeper connections with audiences, encapsulated in the phrase “The Human Aspect in Content Creation”.
The second aspect concerns educational and entertaining value. Content should simultaneously inform, inspire, and entertain (“Creating Engaging Content: Make it Informative, Inspiring & Entertaining”). This means blending education with entertainment and inspiration, leading to greater audience engagement (“Educate and Share Knowledge, Inspire Through Experience, Entertain While You Educate”).
Another key element is grabbing attention within the first few seconds. In the age of short-form videos, the first three seconds are crucial in determining whether a viewer stays engaged (“The First 3 Seconds Matter”). Kaite highlighted the importance of the first frame of a video or image carousel, which should intrigue and encourage further viewing (“The Impact of the First Frame”). Equally important is the first line of the caption, which should be just as engaging (“The First Line in Your Caption”).
Sound and music are also essential tools in creating compelling content. Well-chosen music enhances the emotional impact of a video, making it more appealing (“Choosing the Right Background Music”). Using trending sounds, especially on TikTok, increases reach and audience engagement (“Harnessing Trending Sounds”).
Finally, the influencer discussed visual elements. The importance of varied shots and perspectives in visual storytelling was emphasised under the section “Making the Most of Camera Lenses”. Showing dishes or the cooking process from different angles enriches the visual appeal of content (“Use Different Angles to Tell a Story”). Even small details, such as an aesthetic background or the presentation of a dish, can significantly influence how the content is perceived (“Small Touches That Enhance the Story”). While titles were not the main topic of the presentation, their importance in engaging content was acknowledged. Titles should be intriguing, and informative, and encourage viewers to click (“The Power of the Title”).
In summary, engaging culinary content combines authentic storytelling, educational value, and visually and aurally captivating elements. It’s essential to tailor the style and format to the platform (TikTok vs Instagram) and leverage current trends to reach a wider audience.
“Instagram and TikTok are essential tools for anyone looking to make an impact in the culinary world. These platforms allow us to reach millions of viewers worldwide and build a strong personal or regional brand. Keeping up with trends, using popular formats like Reels and carousels, and interacting with our audience is crucial. However, authenticity is the most important factor. Let’s share our passion for cooking, tell our stories, and show the human side of our work. It is authenticity and emotions that attract people and create a loyal community,” added Kaite.
Tasting Wrocław
The day concluded with a culinary tour of the Wrocław Christmas Market, where participants had the chance to discover the finest flavours of Lower Silesia, combining theory with hands-on tastings of regional specialities.
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