According to information obtained by FEW.ae, a post by @umutdxb has been viewed over 100 million times, positioning it among the most widely watched Dubai food videos on social media. Created by UAE-based content creator Umut İlkaya, the clip centres on a bold question “Is this the Best Burger in Dubai?” and has rapidly scaled beyond local reach into global visibility.
THE CREATOR POSITIONING: “THE UAE’S UNSEEN SIDE”
On his social platforms, @umutdxb describes his content direction with the line “The UAE’s Unseen Side 🇦🇪 Let’s explore the unseen.” The account’s approach focuses on discovering experiences across the Emirates through highly visual storytelling designed for fast engagement and shareability.
WHAT’S IN THE VIDEO: A CINEMATIC FOOD MOMENT DESIGNED FOR REPLAY
The viral post features a burger restaurant in Dubai and is driven by a strong visual hook: a large block of cheese being shaved directly onto a freshly prepared burger in a tight close-up. The sequence emphasises texture, heat, and indulgence, while the caption strengthens the sensory narrative with lines such as “Juicy, messy, and loaded with flavor” and “One bite = instant obsession,” paired with a simple closing descriptor: “Fresh • Juicy • Unreal.”
ENGAGEMENT MECHANICS: PROMPTS THAT TURN VIEWERS INTO PARTICIPANTS
The caption is structured to trigger interaction through direct audience prompts, including “Would you smash this or pass?” and “Tag your burger squad.” This format encourages debate, friend tagging, and repeat viewing, key drivers behind high-performing short-form content on Instagram.
WHY IT MATTERS: DUBAI FOOD CONTENT CONTINUES TO TRAVEL GLOBALLY
Crossing the 100-million-view threshold highlights the global appetite for Dubai’s dining scene and the growing influence of UAE-based creators who package local experiences in platform-native, highly shareable formats. The performance of this post reinforces how a clear hook, striking visuals, and audience prompts can turn a local food feature into a global social media moment.
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