A recently surfaced video has been stirring conversation online, as it captures the lively moment when Enioluwa Adeoluwa, a well-known Nigerian brand influencer and food enthusiast, was stopped from collecting rice at the concluding moments of his best friend Hilda Baci’s much-anticipated cookathon in Lagos.
The atmosphere at Eko Hotel was electric, with crowds rallying behind Hilda Baci, the celebrity chef hailed for her record-breaking cooking marathons. Fans, media personalities, and influencers thronged the venue, eager to witness culinary history unfold as Hilda attempted to set another Guinness World Record for the longest cooking marathon. Amongst them, Enioluwa stood out for his vibrant show of support and infectious energy.
According to eyewitness videos circulating across social media platforms, Enioluwa was seen positioned close to a massive pot of steaming rice, freshly removed from the fire after Hilda finished up one of her signature record-attempt dishes. Holding a large spoon and fully ready to dig in, Enioluwa had deftly dragged a cooler towards the pot, raising laughs and excitement among those present.
Just as he began to scoop generous servings of rice into the cooler, a man – reportedly a member of the event’s security or organizing team – approached and swiftly intervened. The two exchanged brief words, with Enioluwa momentarily gesturing and pointing a finger at the man in an animated discussion. Despite the lively back-and-forth, Enioluwa listened to further explanations and ultimately respected the intervention, choosing to step aside from the scene.
Source: Instagram
How Fans Are Interpreting the Viral Cookathon Video
The video has sparked lively debates across social media feeds, with many fans speculating about Enioluwa’s motives. Numerous viewers believe he was simply creating content or injecting humor into the high-pressure atmosphere, a move that is typical of his online persona. According to some, the security official or event team member who halted his actions may not have recognized the influencer or was simply carrying out official protocol to ensure event order.
Other fans have highlighted Enioluwa’s longstanding friendship with Hilda Baci. Their camaraderie and mutual show of support at numerous events have become popular talking points, particularly since their joint appearances at major gatherings. It’s not the first time Enioluwa’s love for food has put him in the spotlight – both on and off social media. His close relationship with Hilda, paired with his public enthusiasm for cuisine, might have contributed to his eagerness to participate directly in the sharing of Hilda’s culinary achievement.
For context, it’s worth recalling that Enioluwa has never shied away from displaying his passion for food. At a recent wedding held in Tanzania – that of Priscilla Ojo – he was spotted happily savoring a hefty serving of bush meat, an image that trended for days among West African food lovers online. His ability to blend content creation, humorous moments, and genuine love for food has made him beloved among Gen Z and millennial audiences.
For those interested in checking out the viral video and joining the conversation, visit the original post on Hilda Baci’s Instagram.
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Public Reaction: Diverse Voices on Enioluwa’s Actions
In true Nigerian fashion, social media users have not held back in sharing their perspectives on the incident. The comments speak to larger cultural conversations about influencer culture, food at public events, and the evolving relationship between security and celebrities at high-profile gatherings.
Here’s a glimpse of what some netizens had to say:
@the_anointed_boluwatife commented
“Maybe the security personnel is new, everyone should’ve know Enny by now…it may be for content sake.”
@turbanqueenn reacted:
“But if not asheju sef, why will he do dat bring dat kind big pot to pack rice when people came in from afar too to stop them.. just hope dos dat was ard had a taste sha.”
@landladycharity said:
“Eni comes alive with food .”
iambembola___ wrote:
“Why will he do that to Eni.”
From the supportive affirmations to humorous takes and criticisms, the opinions reflect the often playful, yet serious engagement of Nigerian and West African audiences with viral trends and celebrity happenings. Influencers like Enioluwa are frequently at the intersection of content creation and broader cultural commentary, shining a light on evolving trends within Nigerian entertainment and youth culture.
Enioluwa’s Playful Banter with Iyabo Ojo: Another Viral Moment
Not new to viral moments, Enioluwa was earlier captured in a playful exchange involving popular Nollywood actress Iyabo Ojo at an airport. As reported previously, a video posted online showed Iyabo Ojo appearing flustered as she searched for her luggage during a trip to Tanzania. Enioluwa’s good-natured jokes about the situation, according to those present, injected humor into what could have been a tense moment, showcasing his talent for turning everyday experiences into viral content.
Iyabo Ojo’s efforts to identify her bags amid the crowd, paired with Enioluwa’s on-camera reactions, offered Nigerians (and fans across Africa) a relatable glimpse into celebrity travel woes – something almost everyone who has flown through crowded West African airports can identify with. Fans weighed in with their thoughts on social media, cementing the influencer’s reputation for humor, relatability, and his ability to connect across generations and demographics.
Local media analysts point out that these kinds of moments build authentic engagement, helping celebrities and influencers alike remain in touch with their core audience. “From food to travel, these lighthearted skits promote regular conversation and humanize even the biggest stars,” said Lagos-based digital culture expert, Bukola Adewale, in comments reported by The Cable on June 1, 2024. Such exchanges also underscore a cultural phenomenon: Nigerians’ capacity to find joy, humor, and connection in the shared experience of daily life’s ups and downs.
Influencer Culture and Food: A Reflection of Contemporary Nigeria
The Enioluwa-Hilda Baci cookathon video has contributed to wider discussions on the interplay between food heritage, influencer marketing, and celebrity culture in Nigeria and the wider West African region. In a country known for its rich culinary diversity — from jollof rice and suya to pounded yam and egusi — food-centered events often serve as unifying grounds for community, celebration, and content creation.
According to data from the National Bureau of Statistics, the Nigerian food services industry has witnessed increased digital engagement, with influencers playing a significant role in spotlighting local food businesses, chefs, and unique culinary experiences. Events like cookathons and food festivals, which blend entertainment and gastronomy, now compete for public attention alongside sports and music. The viral attention generated by such events often transcends Nigeria, with West African and diaspora communities engaging through social media trends and online commentary.
Yet, as the boundaries between content creation and event management blur, the question arises: how can organizers, security personnel, and influencers find common ground to maintain order while preserving the fun and spontaneity audiences enjoy?
Food blogger and culinary event consultant, Kemi Akinlade, shared on Channels TV (June 3, 2024): “These moments remind us that food remains a connector. When influencers like Enioluwa participate, even in harmless mischief, it adds a dose of laughter and relatability. It’s important, however, that event protocols are respected so everyone enjoys the experience.”
Cultural & Global Perspective: West Africa’s Rise in Culinary Influence
Nigeria and Ghana, with their ongoing culinary “jollof wars”, have long attracted attention for their gastronomic creativity. Influencers, foodpreneurs, and celebrities play a growing role in introducing West African food culture to global audiences. As seen in events like the Hilda Baci cookathon, international streaming and social engagement bring local moments into the global mainstream, fostering dialogue and sometimes friendly rivalries with African communities abroad.
It’s worth noting that Guinness World Records and global food festivals have cited increased entries and recognition from African chefs and home cooks alike, making the continent’s culinary scene one to watch. Events blending food and entertainment — and the viral actors who participate in them — have positioned Nigerian and West African culture at the forefront of global social media conversation.
As Nigeria’s creative industries continue to expand, stories like Enioluwa’s lighthearted rice-scooping encounter at Hilda Baci’s cookathon reflect a nation still deeply rooted in its sense of community, resilience, and the sheer pleasure of sharing meals and laughter around the table.
What do you think about celebrities and influencers getting involved in community food events? Should security have handled it differently, or was it all part of the fun? Drop your thoughts in the comments and join the conversation!
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