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This culinary vlogger from Shahpur has taken YouTube by storm

This culinary vlogger from Shahpur has taken YouTube by storm

By sharing his family's secret recipes, Mubashir Saddique has amassed 500,000 subscribers to his "cooking reality show"
Updated 07 Sep, 2018

The sound of birds, the snapping of twigs, then their reassuring popping and crackling as he stokes them under a makeshift temporary stove, the gurgling sound of running water from a nearby tubewell or the chugging of a tractor — the sight and sounds are real as you're transported to the village of Shahpur.

In fact, you can almost smell the aroma as onions begin to sizzle in hot oil while Mubashir Saddique crushes garlic and ginger in a wooden mortar and pestle. The onions let out a last loud shhhrrr as the crushed mixture is transferred to the oil.

33-year-old Saddique is our very own Jamie Oliver salt-of-the-earth type guy who has become somewhat of a celebrity on YouTube with his Village Food Secrets channel enjoying a huge following.

Mubashir Saddique left his job as production manager at a Sialkot football factory to pursue culinary vlogging full-time
Mubashir Saddique left his job as production manager at a Sialkot football factory to pursue culinary vlogging full-time

While working as a production manager in a soccer ball manufacturing factory in the nearest town of Sialkot, Punjab, he probably never imagined his life would take such a bold turn.

But he sure is glad he doesn't have to make the daily hour-and-a-half bike commute covering 50 km from Shahpur to Sialkot anymore. Saddique has quit the factory work since he is now "full-time" doing, what he calls vlogging "reality cooking shows", giving out "centuries old" recipes of his family members.

Although when he started, money was never a consideration as he didn't even know he could earn money from something he loved to do using a cellphone camera!

"I want the world to know my family's secret recipes!" he told Images over the phone from his village, where he resides with his family — a wife, three kids, his parents, and a younger brother (the other is working in South Korea).

Since the time when he put up his first video showing how to make stuffed mooli (radish) parathas in January last year, there has been no looking back for this village vlogger. He has so far uploaded 350 videos showing not only eastern culinary delights but even burgers and pizzas (he baked the buns and the pizzas' base in an earthenware tandoor-oven built from scratch)!

"[My viewers abroad] say the food, the landscape, my use of earthenware crockery etc., helps in reducing their yearning for home." — Mubashir Saddique

Unpretentious, wearing a clean shalwar kameez with his signature yellow flip-flops (although these have since been replaced by a blue pair after the former broke), he admits he does not possess a "hi-fi kitchen or fancy culinary gadgets or equipment".

You also notice he does not have basic knife skills and can't even slice onions, tomatoes or chillies with the speed of professional chefs. In one video he is seen using a wooden takhti (a tablet used for learning writing with ink) instead of a cutting board although that too has now been replaced by a plastic one! Still, many viewers find him "distinctly disarming".

"I want the world to know my family's secret recipes!" says Saddique about why he started vlogging
"I want the world to know my family's secret recipes!" says Saddique about why he started vlogging

Some may be dismayed to see the slaughtering of chickens, cow dung fuel bombs or his unmindful use of hands to mix everything. However, the use of organic produce from his kitchen garden, the beautiful village backdrop and working quietly as opposed to chefs coming on the screen and talking incessantly may outweigh some of the negatives. Viewers have said they love his videos for the "simplicity" of the "content".

What he cooks is then heartily eaten by the family. Every two weeks, he cooks in large quantities and treats the less privileged kids from his village to partake in the feast. In one video in particular, he bakes a humongous bun along with several regular sized ones and puts together "zinger" burgers that are then distributed among the patiently waiting kids.

Saddique uses fresh produce from his kitchen garden in his recipes
Saddique uses fresh produce from his kitchen garden in his recipes

He has also come a long way from the first video he uploaded.

"In that, I did not speak at all, it was a very basic video," he said. Gradually, he started mentioning the ingredients he used and today, he says, he's confident and talks to the viewers easily, but only when necessary, said the one-man videographer who shoots and edits his own videos. He admits, though, that his wife (who never comes on the screen since she observes strict purdah) often helps him in filming.

He has also become more tech-savvy and has invested in a better quality microphone. His latest equipment includes a drone "for aerial photography" he said excitedly, sent by his brother from South Korea who also sent him an electric rice cooker!

Meals whipped up by Saddique are heartily consumed by his family
Meals whipped up by Saddique are heartily consumed by his family

At the end of each show, his father, whom he terms the "life" of his shows and who is also his chief food taster, looks into the camera and says "Zindabad puttar, maza aa gya (Long live son, loved it!)!" Saddique said the viewers have loved this tagline but insists he has never ever told his father what to say.

The five countries that he has received the most views from are Pakistan, India, UK, US and Saudi Arabia. With a little over 500,000 subscribers to his Village Food Secrets channel, he informed it is his seekh kabab recipe, that has so far received the highest viewership at 3.4 million views.

"From the UK (aside from the Pakistani diaspora) and India, it is the Punjabi speaking community," he said of his viewer base. He is bombarded with messages of love and admiration on YouTube, Instagram (338 followers) and Facebook (9.4 k) (all with the same name). "They say the food, the landscape, my use of earthenware crockery etc., helps in reducing their yearning for home," he said.

Comments

Syed Rafiq Sep 07, 2018 01:08pm
I am a long time follower and a big fan of his.
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Parvez Sep 07, 2018 01:38pm
Brilliant.....that was a fun read.
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M. Emad Sep 07, 2018 03:16pm
Pakistani rural household foods based around primitive basic recipes using simple earthenware/ stone tools.
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Faheem Sep 07, 2018 03:17pm
Great to watch it here in Australia.
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Imtiaz Piracha Sep 07, 2018 03:30pm
Is he located in Shahpur City or Shahpur Saddar? Niether are that close to Sialkot..
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JA-Australia Sep 07, 2018 03:56pm
Good stuff!
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Jahanzaib Sep 07, 2018 04:12pm
I have been a follower for quite some time and enjoy the serene environment of the village apart from his humble character. I would recommend everyone to watch a video where he roasts a chiken literally in a River.
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Irfan Sep 07, 2018 04:45pm
I love his videos but I wish he would buy a low table rather than cutting things on the flooor so close to his feet.
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Speak_Truth Sep 07, 2018 08:34pm
Nice introduction for those who were not aware of him.
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Sharoon Younas Sep 07, 2018 09:31pm
Great find and good read! Keep the great work up by promoting local endeavors :)
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Anil Sep 07, 2018 10:02pm
Mubashair bhai you are simply genius. I like when you serv your dad
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Farland Sep 07, 2018 10:17pm
This guys is famous as far as South Africa. He has many Indian fan. Super cook guy. Love his simplicity.
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HShah Sep 07, 2018 11:53pm
Fantastic!
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Kareem Sep 08, 2018 02:06am
Excellent article and channel. He is a very humble man who tries his best to offer good videos that all can cook with easily available materials and simple skills. Congratulations!
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Khabboo Sep 08, 2018 03:31am
Mubashir and his brother Zain have great vlogs. Cooking in real desi way and also showing great family life.
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Amazing said Sep 08, 2018 09:44am
He is incredible and a pride of Pakistan.
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Pir mahboob Sep 08, 2018 09:57am
He is Amazing and very successful
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City dweller Sep 08, 2018 11:17am
Such a fun reading this... well done to DAWN for bringing out these real great stories
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Saad Sep 08, 2018 12:54pm
Great representative of Pakistan and its sweet culture .A million time more effective then the good for nothing old hags occupying ambassador seats in foreign countries.
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ak4pk Sep 08, 2018 09:35pm
@M. Emad : sorry my friend, your use of the word “primitive” in this context is somewhat inappropriate. I am sure you didn’t have in mind it’s literal meaning. From one gentleman to another, I am positive you meant “based on age old family recipes”. In my younger days when I lived in your beautiful country, I had many good friends who were of indigenous origin. We used to spend time in the country and enjoyed rural culinary and admired the village folks use of simple and inexpensive earthen cookware. Food tasted quite delicious cooked in those utensils, I am 72 now and the taste still lingers on and am sure those delightful cookwares are still in use. I know we have moved on, but that is no reason to refer to them days as “primitive”. The folks then were just as innovative and advance as we are today. I would suggest that the use of such cookware by this village chef can best be described as “NOSTALGIC”. Hope you agree with me, regards.
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SA Sep 10, 2018 04:12am
Good for him! he's got a new follower. I do wish his wife would make an appearance.
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M.A. Saeed Sep 10, 2018 08:15pm
Thanks for the article. I'm his new fan...and a subscriber. I like the 'cleanliness' around his work area! Hygiene is something that lacks in most food shows; he comes across as someone who keep this very important point in mind.
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