Mikel Larrañaga is not your typical foodie. With a degree in Food Science and Technology from the Faculty of Pharmacy of Vitoria-Gasteiz and a master's in Gastronomic Sciences from the Basque Culinary Center, the content creator behind the @maikanfood account has built one of the most followed gastronomic voices in northern Spain from a foundation few in his sector can boast: scientific training.
“"I've always leaned towards science, and I saw this career that I like, this degree at the Faculty of Pharmacy, here in Vitoria. It's not something directly related to what I do on social media today; ultimately, it's geared towards working in food inspection, which is quite the opposite."
Maikanfood's beginnings date back to 2019, when Larrañaga launched a blog and an Instagram account with a simple mission: to share his opinion on what he ate. At that time, reels or short videos that dominate social media today did not exist, and Instagram operated differently. The turning point came in 2022. After a trip to Madrid, his videos began to go viral, and the account reached nearly 70,000 followers on Instagram.
“"I caught the wave when there were fewer creators, which facilitated organic visibility before the current saturation."
What sets Maikanfood apart from many other gastronomic creators is his approach to reviewing. Larrañaga has advocated on GasteizBerri for a method based on constructive honesty: if a dish or a venue doesn't convince him, he prefers not to publish it rather than publicly destroy it. This philosophy contrasts with the culture of hate that proliferates on social media. The creator has revealed that he has even received threats for his opinions.
Unlike YouTube or TikTok, Instagram does not directly pay creators for their content. Maikanfood's income comes from brands and collaborations. Larrañaga has a representative to manage the offers he receives, although he maintains autonomy over opportunities that come directly to him. Among his current projects, Larrañaga is an ambassador for Maps It, an application that allows geolocating and organizing recommendations from gastronomic influencers. Additionally, he has launched a content series focused on Vitoria-Gasteiz: the search for the cheapest daily menu in each neighborhood of the city. The first chapter has already been released: “Donde Pepe”, in the Coronación neighborhood, with a menu for 12.50 euros.
Larrañaga has not shied away from the conversation about the volatility that defines his profession. Algorithm changes on platforms like Instagram or Google can drastically impact any creator's visibility and income overnight. His advice for young people aspiring to make a living from social media is clear: start slowly, upload what they enjoy, and, above all, don't obsess. In the medium term, Larrañaga hopes to remain involved in teaching, a field he is passionate about and which offers him a stability that social media, by its very nature, cannot guarantee.
