ISLAMABAD: Australian travel content creator Luke Damant has announced plans to launch a cheese paratha business in Pakistan, saying he is looking for a local partner to help establish the venture.
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In a post shared with his 5.8 million followers on Facebook, Damant said he would open a cheese paratha shop in Pakistan if he could find an experienced business partner. He described the idea enthusiastically, adding that he wanted to serve “the best cheese paratha anyone has ever tasted,” and invited interested entrepreneurs to contact him via Instagram.
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The 24-year-old content creator, who has built a combined audience of more than 8.9 million across YouTube, Facebook, and Instagram, is known for travel-focused videos across South Asia and the Middle East. His content often highlights local culture, food, and everyday life under the theme of “finding new perspectives.”
Damant has developed a strong connection with Pakistan through multiple visits, particularly in cities such as Islamabad, where he has frequently featured local cuisine in his videos. His repeated focus on cheese parathas has made him a recognizable figure among Pakistani social media audiences.
His food experiences in Pakistan have resonated widely online, contributing to his popularity in the country’s digital space. Fans often engage with his content celebrating local dishes and hospitality.
In 2021, Damant faced a personal setback after a fireworks accident during Diwali celebrations in India resulted in serious hand injuries that required multiple surgeries. Despite this, he continued to expand his content creation career.
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His latest announcement has sparked widespread discussion on social media, with users reacting to the idea of a foreign creator entering Pakistan’s food business sector. The proposal also highlights the growing intersection of digital influence and entrepreneurship in the region’s evolving food culture.