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A video released by Trabzonspor to announce the signing of star footballer Mohamed Salah has given a major boost to the city's local cuisine. The viral announcement video by the maroon-and-blue club quickly became one of the most-liked pieces of content on social media.
The clip shows the star player as a guest at the dinner table of a local family. The featured Black Sea delicacies—including kuymak (a cornmeal and butter cheese fondue), stuffed collard greens, corn bread, fresh butter, and kaygana (a traditional Turkish omelet)—have successfully sparked the interest of foreign tourists.
Emre Murat, head of the Trabzon Gastronomy Association, said that the video has made a significant contribution to the region's gastronomy beyond serving as sports promotion.
Murat noted that gastronomy is not only about cooking but also about introducing people's way of life. He said a footballer like Salah, who has millions of followers worldwide, coming to Trabzon was not on its own going to raise the quality of sport, adding that many elements would reflect the region's flavors and culture. "The fact that the transfer video specifically featured Trabzon's flavors and many similar products of ours also caught the interest of tourists," he said.
Murat said such promotions are an important pillar of global diplomacy. He said they are in contact with food suppliers, adding: "When we spoke with them, they told us that the week Salah arrived, they worked late into the night, that people wanted to increase their stock, and that there was very high demand."
Murat noted that the video sparked widespread curiosity about the featured dishes, driving crowds to Trabzon to see the local specialties firsthand. He said interest was especially high among foreign tourists, who frequently asked, "What was that dish Salah ate?" and "Where can I find it?"
"Trabzonspor pulled off the Salah transfer, but Salah has actually contributed a great deal to Trabzon in terms of gastronomy tourism," Murat said. He added that people have started actively seeking out those flavors, prompting local producers to increase production. "So there is a very big advantage that Trabzonspor has brought to the city and to social life," he said.
Murat added that, alongside television series filmed in the city, such promotions have significantly boosted the profile of Trabzon butter. The local specialty was famously featured on the official gala dinner menu for world leaders at the 36th NATO Summit.
Huseyin Er, head of the Trabzon Chamber of Restaurateurs, said Salah's arrival has yielded positive results across the board. "Salah's arrival was wonderful," he said, noting its massive contribution to the region. "I can see there is a great deal of vibrancy," he added.
Mamal Jeri, a visitor from Kuwait, said he loved Trabzon and found the local people very friendly.
Naming kuymak as his favorite dish, Jeri noted that everyone knows Salah. "His coming here was a big surprise, but it turned out very well; I was very pleased," he said.
Jeri added that he first saw the footballer's transfer video on social media, which directly inspired him to try kuymak.
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