Personality Was On The Menu At South Beach Wine & Food Festival

From left to right: Logan Moffitt, Owen Han, Gigi Below, Daven Gates

This year at the South Beach Wine & Food Festival and FoodieCon, one thing was clear: in the creator economy, personality is the main ingredient.

All four Underscore clients who attended the festival are known online for creating personality-first food content. Owen Han, known as “The Sandwich King” creates gorgeous videos full of fast cuts and sound design, and has plenty of experience in traditional culinary media now, having collaborated with Gordon Ramsay and other titans of the industry. Gigi Bello, is known for being a ‘mom’ to her sourdough starter, who she named Eloise. Her personality rings through in all of her content, whether it’s about Eloise’s exploits, or her “ADHD side quests” that take her into more DIY and lifestyle content. Daven Gates, known online as “One Stop Chop,” is a military veteran who uses his cooking content to continue his service of the public. Logan Moffitt is a viral sensation, who’s hit cucumber salad recipes are just as much about the food as they are about how he makes them. They represent a new era of culinary creators where storytelling and personality carry as much weight as technique, a shift from the more traditional ‘hands and pans’ content that first broke out on social media. 

On Saturday, Gigi and Owen Han took the stage at FoodieCon for The Creator Gauntlet: Unfiltered Edition, moderated by celebrity chef Alex Guarnaschelli. It quickly became one of the highlights of the day. The rapport between Owen, Gigi, and Alex was electric. Both creators shone onstage, holding their own with a seasoned culinary personality and demonstrating just how far creator talent has come in live-event settings. The panel was proof that digital-first talent can command a room with the same gravity as traditional culinary stars.

Throughout the weekend, Daven Gates spoke candidly about how his military service gave him purpose. Across multiple panels, he emphasized the importance of consistency, showing up, and putting in the time. His message resonated deeply with aspiring creators and fans alike: impact isn’t built overnight, it’s built daily. His mindset paid off in the Schweid & Sons Burger Cook-Off, where Daven entered as the underdog against Owen Han and Max the Meat Guy. He surprised judges with a bold jalapeño-pineapple burger; a creative risk that ultimately secured him the win.

Claire Mink, a manager in Underscore’s culinary department, told us about the experience in South Beach. “It was really amazing to meet the fans that had driven from all around the state (and even the country) to meet the talent. It just goes to show that in the post-pandemic era, in-person events are so important for building an audience as a social media presence. The audience was so excited to get to take pictures and interact with their favorite stars, bridging the gap from a parasocial relationship to a real interaction.” 

That bridging of the gap — from screen to real life — was the defining theme of the weekend.

Gigi Bello met tons of fans during the event, but these interactions went beyond baking tips; the fans were there to meet her. Some fans even brought dehydrated sourdough starter to “meet” Eloise, and one fan brought the lid of her mason jar for Gigi to sign. When content is personality forward, community is created. Personality spurs on shared rituals and inside jokes, it fosters closeness, not just parasocially, but amongst fans who use that community to build friendships in real life. In an era where audiences crave connection, IRL moments are no longer a “nice to have.” They are a strategic imperative. 

The culinary creator space is changing, this year’s South Beach Wine and Food Festival proved that. Panels and competitions provide structure, but audiences show up for connection. All four of our creators stood out by being themselves, funny, thoughtful, and unfiltered. 

Whether it’s sourdough, burgers, or military-to-culinary storytelling, the niche may attract an audience. But depth of character keeps them engaged across formats and platforms. Fans traveled across the state and even the country for a chance to interact with their favorite creators. In a post-pandemic landscape, in-person events accelerate loyalty in ways digital alone cannot. We saw first hand how digital creators are commanding traditional spaces with ease, moving beyond just “internet personalities” into real cultural figures.

If this weekend proved anything, it’s that in today’s creator economy, food may bring people together, but personality is what builds lasting community.