His rapid rise to fame started during lockdown 2020 as he began posting videos to display his cooking portfolio under the handle SAM’S EATS. Sam quickly found a winning recipe, harnessing ASMR techniques and quickfire video production and has also dipped his toe in television too as a guest judge on BBC Three’s Young Masterchef & hosting a live cooking demo appearance on The Today Show in New York.

Sam’s 60-second videos champion a unique form of culinary cadence, with each stage of the cooking process accompanied by a whip, splash, sizzle or shred. With recipes inspired by world-renowned classics, Sam aims to make every element of the dish accessible and provides step-by-step instructions from breads to pickled cucumbers, gyoza to noodles and even how to make your own cheese.

Sam had his debut cookbook Sam’s Eats: Let’s Do Some Cooking launch in September 2023 and continues on with his quest to explore the vast array of cuisine from around the world and inspire people to get in the kitchen and start cooking.