# Creator-Backed Cultural Dishes DIG x Cyrus Veyssi Partner to Launch Persian-Inspired Plate By Georgia Wray Norsten | Published 2025-06-05 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/dig-x-cyrus-veyssi References: [diginn](https://www.diginn.com/) & [tiktok](https://www.tiktok.com/@cyrusveyssi?lang=en)  [DIG](https://www.trendhunter.com/trends/dinner-in-a-box) x Cyrus Veyssi offer up a culinary collaboration that brings cultural storytelling to the table. DIG, the fast-casual comfort food chain, has partnered with Persian-American creator Cyrus Veyssi (they/he) to introduce a limited-time 'Sumac Yogurt and Chicken Plate,' available nationwide from May 28 to June 30, 2025. The dish features charred chicken, herb rice, and a Shirazi-style cucumber and tomato salad topped with a sumac-lime yogurt sauce -- flavors rooted in Veyssi’s Iranian heritage. This partnership reflects a growing shift in creator collaborations toward more meaningful, identity-driven experiences. Veyssi, who shares stories of culture and beauty with over 1.1 million [TikTok](https://www.trendhunter.com/trends/cookingwithlynja) followers, emphasizes food’s ability to bridge identities and spark connection. In celebration of Pride Month, 10% of dish sales from Manhattan and Brooklyn will support [NYC PRIDE](https://www.trendhunter.com/trends/coming-out-again), reinforcing the collaboration’s social impact. Image Credit: DIG x Cyrus Veyssi ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 42% | Activity: 43% | Freshness: 41% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Key Themes Behind This Trend - **Identity-driven Culinary Collaborations:** Culinary partnerships are increasingly focusing on cultural storytelling, with creators using their identity to craft unique dining experiences. - **Social Impact Dining Experiences:** More eateries are integrating social causes into their menu offerings, aligning food sales with charitable contributions and community support. - **Digital Content Creator Influence:** Food brands are leveraging the influence of TikTok creators with large followings to introduce culturally inspired dishes that resonate with diverse audiences. ### Where This Applies - **Fast-casual Dining:** Fast-casual chains are innovating by partnering with creators to offer limited-time menu items that enhance cultural authenticity and customer engagement. - **Digital Marketing:** The collaboration between food brands and social media influencers highlights the growing importance of digital marketing in engaging with broader audiences. - **Charitable Food Initiatives:** Restaurants are incorporating charitable initiatives into their business models, often linking specific menu items to social causes and community support. ## Related on Trend Hunter - [Co-Branded Viral Ramen](https://www.trendhunter.com/trends/cookingwithlynja.md) - [Vegas Restaurant Initiatives](https://www.trendhunter.com/trends/vegas-restaurant.md) - [TikTok-Inspired Menu Items](https://www.trendhunter.com/trends/social-stars-influenced-menus.md) - [Guest-Crafted Salad Bowls](https://www.trendhunter.com/trends/guest-custom-contest.md) - [Social Media Salad Promotions](https://www.trendhunter.com/trends/double-chopped-salads.md) - [Virally Inspired Virtual Menus](https://www.trendhunter.com/trends/creators-kitchen-as-seen-on-tiktok.md) - [Mediterranean-Style Shawarma Dishes](https://www.trendhunter.com/trends/cava-chicken-shawarma.md) - [Creator Collaboration Menus](https://www.trendhunter.com/trends/dennys-menu-items.md) - [Chef-Crafted Shawarma Bowls](https://www.trendhunter.com/trends/classic-braised-beef-bowl.md)