In a striking moment of candour at one of social media's biggest celebrations, Recipe Tin Eats founder Nagi Maehashi has delivered a powerful dose of reality to aspiring online stars. The 46-year-old culinary sensation used her platform at the TikTok Awards in Sydney to challenge the very notion of social media as a sustainable career path.
The Viral Advice from the Red Carpet
Maehashi took to TikTok on Friday to share footage from her red carpet appearance at the platform's awards event held last Wednesday. With the caption 'I can't believe I said this at the TikTok Awards,' she didn't hold back her controversial perspective. 'Social media, YouTube, Instagram, TikTok, it is not a career,' she stated unequivocally. Instead, she advocated for traditional paths: 'Go to university, go to TAFE, start an apprenticeship.'
The celebrity gourmand didn't completely dismiss the value of social platforms, acknowledging she supports anyone wanting to give it a 'go'. However, she emphasised the critical importance of having a safety net. 'I absolutely encourage everyone to do social media and have a go but having some other kind of career and skill that you're building on as well, is important,' she explained.
Why Education Trumps Online Fame
Maehashi's advice comes from a place of hard-won experience, not just opinion. She backed her stance by listing her substantial achievements, including having the highest-selling cookbook in Australian history and commanding a social media audience exceeding 5 million followers. Yet she credits her success not to viral content, but to her formal education and corporate background.
'I tell you this not to brag,' she wrote in an extensive comment accompanying her video. 'I tell you this because I want you to know that I fully credit my education and 15 years of working in corporate for being able to build my business to where it is today.' She specifically highlighted the transferable skills she gained: 'The skills I learned, the discipline, the grit, professionalism, organisation, project management, self-training. Business planning and strategies. SWOT analysis!! I am an accountant by background. An auditor at that!'
The Public Response and Lasting Wisdom
Reaction to Maehashi's post was overwhelmingly positive, with many followers expressing strong agreement. Nutritionist Sarah Bell commented: '100,000x agree!! Couldn't have said it better myself!' Another supporter, identifying as an ex-accountant turned creative professional, added: 'As an ex-accountant now freelancer creative I 100% agree! I still use the knowledge and skills I gained from my previous career in everything I do.'
Maehashi concluded with crucial guidance for the digital generation: 'Have fun on social media, chase your dreams, create, explore and be bold. But, invest in skills and education that will take you further than any platform.' She stressed that knowledge and experience provide security that outlasts any social media trend, reinforcing her core message: 'Invest in yourself.'
In a final revelation that underscores her unique position, Maehashi clarified that despite her massive following, she doesn't consider herself an influencer. 'Just so you know, I am not an influencer. I am a recipe maker,' she stated, noting that 99.8% of her revenue comes from her website and book sales rather than social media monetisation.
