A video released by Trabzonspor after the signing of star soccer player Muhammed Salah is drawing attention not only to the club’s latest acquisition but also to the traditional cuisine of the Black Sea city.

The video announcing Salah’s transfer quickly became one of the club’s most-liked social media posts. It shows the Egyptian star visiting a local family and sharing a meal featuring kuymak, collard-green rolls, cornbread, butter and kaygana, traditional dishes associated with Trabzon and the surrounding region.

Emre Murat, president of the Trabzon Gastronomy Association, told Anadolu Agency (AA) that the video has helped promote the region’s food culture beyond its sporting significance.

"Gastronomy is not only about cooking food, but also about introducing the way people live,” Murat said. "A soccer player like Salah, who has millions of followers around the world, coming to Trabzon was not only about increasing the city’s sports profile. There were many elements that could reflect our cuisine and culture.”

Murat said the inclusion of local foods in the transfer video has generated interest among tourists, including foreign visitors.

He described such exposure as an important element of what he called global cultural diplomacy. Food suppliers in the region told him that demand increased sharply during the week Salah arrived, with some working late into the night and increasing their stocks to meet customer demand.

'Demand grew for local flavors'

Murat said viewers became curious about the dishes featured in the video, particularly kuymak, a rich regional dish made with ingredients including cornmeal, cheese and butter.

"People came to Trabzon to see the products featured in the advertisement,” Murat said. "People were asking, ‘What was that dish Salah ate?’ Foreign tourists especially wanted to know where they could find it.”

While Trabzonspor secured Salah as its star signing, Murat said the player’s arrival had also given a boost to gastronomic tourism in the city.

"People have now started looking for those flavors,” he said. "Our local producers have started producing more of these products. That is why Trabzonspor’s contribution to the city and its social life is a major advantage.”

Murat said other forms of promotion, including television series filmed in Trabzon, have also helped raise the profile of local cuisine. He added that Trabzon butter gained additional exposure after being served at an official gala dinner for leaders during a NATO summit.

Hüseyin Er, president of the Trabzon Restaurant Operators' Association (TESOB) also said Salah’s arrival had brought increased activity to the city.

"It was very good that Muhammed Salah came,” Er said. "Salah’s arrival has made a major contribution to Trabzon. I see a great deal of vitality.”

Visitors take notice

Mamal Jeri, a visitor who traveled to Trabzon from Kuwait, said he enjoyed the city and its welcoming residents.

Of the local dishes he tried, Jeri said kuymak was his favorite.

"Everyone knows Muhammed Salah. We all know him,” Jeri said. "His coming here was a big surprise, but it was very good. I was very happy.”

Jeri said he saw Trabzonspor’s transfer video on social media and decided to try kuymak after watching it.